Stakeholder Marketing: Theoretical Foundations and Consequences for Marketing Capabilities
Building on multiplicity theory, this conceptual paper presents a revised theoretical perspective on the marketing discipline, contrasts it with the prevailing perspective on marketing, and shows why
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06/03/2014
• #Planning and Strategy Management
Co-Creation: A Case Study of a ‘focused’ Business Model Approach
This paper explores focused co-creation, one of three broad business model approaches to co-creation. The paper briefly outlines these approaches and then examines focused co-creation in Burberry,
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06/03/2014
• #Corporate Initiative
Pride And Prejudice – Promotion Or Prevention? Unraveling Domestic Country
Consumers often are positively biased in their preferences for domestic products to foreign alternatives. Previous research has established consumer ethnocentrism and national identification as
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06/03/2014
• #Globalisation
Identifying the Levers of a Country’s Image: a Network Analysis Perspective
Understanding the richness and complexity of consumers’ memory structures for a country requires the identification of strong, favourable and unique country associations. This paper extends
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06/03/2014
• #Corporate Image and PR
Perceived Brand Globalness and Consumer Regret: Effects on Word-Of-Mouth and Purchase Intentions
This paper investigates the impact of perceived brand globalness (PBG) on word-of-mouth and purchase intentions in the context of a two-alternative, suboptimal regrettable purchase, where the
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06/03/2014
• #Marketing
Adding More Value to Added-Value. An Exploration of Consumers’ Perceptions of Improved Animal Welfare Standards in Organic Production Processes
Recent studies reveal that consumers respond favourably to “organic plus” products with additional ethical attributes. The aim of the current study is to explore whether consumers would notice
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06/03/2014
• #New Products and Services
The New Generation of Eco-Innovators – Beyond Purism and Biospheric Values
The economic damage of environmental pollution is remarkable. Consequently, there is a need for companies to consider environmental issues in product development and to understand why consumers adopt
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06/03/2014
• #New Products and Services
The Effect of Objective, Subjective and Calibration of Supplementary Knowledge on Really-New Product Adoption Behaviour
Really-new products (RNPs) create new product categories for consumers. Consumers use their knowledge of similar categories to comprehend and evaluate RnPs. This paper shows that, in addition to
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06/03/2014
• #New Products and Services