Purpose – Enhancing customer participation behaviour (CPB) is critical for service firms. However, in a global context, cultural and local market factors are relevant. The purpose of this paper is to detail how and why global service firms can and should account for such factors. Prior...

Purpose – The purpose of this paper is to provide insight into the antecedents of ERP use and use of alternative software packages simultaneously. Design/methodology/approach – An exploratory model was composed based on literature on adoption and diffusion of innovations in general and ERP...

This research aims to bridge the entrepreneurship and marketing/sales literature streams by studying how young firms enable their resource endowments using value-based selling. Drawing on effectuation logic, the authors examine how young firms can achieve sales growth by using human and...

Purpose: Many organizations expect their service engineers, or frontline employees (FLEs), to behave as brand advocates by engaging in favorable communication about the brand and its offerings toward customers. However, this approach is not without risk as customers may be disappointed or even...