Traditional recommendations for building sustainable competitive advantages revolve around differentiating a product from the competition along attributes that are important and relevant to customers. However, strategic approaches based on such notions do not represent viable options for...

Traditional recommendations for building sustainable competitive advantages revolve around differentiating a product from the competition along attributes that are important and relevant to customers. However, strategic approaches based on such notions do not represent viable options for...

Examines consumer perceptions regarding the effectiveness of government‐mandated alcohol warning labels and organizational efforts to promote responsible drinking from the perspective of social judgment theory. Investigates receiver involvement as a predictor of perceived effectiveness for...