Many psychological models of consumer behaviour use the construct of attitude, whereas in economic models behaviour is determined by costs and benefits under budget constraints. In this article, a behavioural cost‐benefit approach to consumer behaviour is proposed. Behavioural costs include...

In this paper we examine how business strategy influences the nature and extent of firms' market orientation and how this in turn influences the extent of firms' new product activity. Specifically, we develop a framework linking firms' relative emphasis on cost leadership, product...

In this paper we examine how business strategy influences the nature and extent of firms’ market orientation and how this in turn influences the extent of firms’ new product activity. Specifically, we develop a framework linking firms’ relative emphasis on cost leadership, product...