Cutting Through The Online Review Jungle – Exploring Strategic Patterns Of E-WOM Handling
Consumers frequently consult online reviews before making purchase decisions. In today’s online environment, however, we find an abundance of online reviews for most products and services. In turn, Read More »
Incumbent Advertising Response To Market Entry: Exploring The Effect Of Switching Costs In The
Growing overall competition, derived from both regulatory and structural changes, has promoted the study of incumbent reaction to market entry. Recently, the rise in low cost entry sector wide, has Read More »
A Valid Typology Or Just Another Two-By-two? Revisiting The Price-quality-Map
In scientific research, the price-quality-map has been used in several settings. However, the concept itself has not received a lot of attention by empirical researchers. To close this research gap, Read More »
How Brand Portfolio Diversity Can Mitigate Competitive Environment Effects On Firm Performance
In this paper, the relationship between a firm’s competitive environment and brand portfolio diversity is examined. Specifically, by adopting a strategic management stance, brand portfolio Read More »
Brand Equity And Strategic Human Resource Management: Can Companies Bask In The Glory Of Their
Research and practical observations indicate that applicants are attracted to strong brand companies as they assume that these companies invest in them on the basis of strategic human resource Read More »