Consumer Dominant Semiotics: Aspects of an Emerging Marketing Paradigm
Extant research has established consumer dominance as a significant phenomenon in contemporary marketing. Theoretical groundwork has convincingly argued for a distinctive consumer dominant paradigm.
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06/03/2014
• #Marketing
Service Transition: A Viable Option for Manufacturing Companies with Declining Financial Performance?
Manufacturers place increasing emphasis on services. while many firms have started their service maneuver in reaction to declining financial performance, theory argues that strategic change processes
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06/03/2014
• #Planning and Strategy Management
The Role of Certification in Seller-Reseller Relationships: A Critical Evaluation Through the Lens of Embeddedness
The certification of resellers is prevalent in the information and communication technology (ICT) sector. Certification is a mechanism employed by suppliers to provide credibility and ensure
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06/03/2014
• #Collaboration and Partnership
B-To-B Solution Provision: An Empirical Investigation of Performance-Related Outcomes
Offering B-to-B ‘customer solutions’ has been associated with positive outcomes for suppliers. Yet, empirical evidence documenting such claims has not been established. The literature is also
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06/03/2014
• #Collaboration
The Role of Buying Center Members’ Individual Motivations for the Adoption of Innovative Hybrid Offerings - The Case of Battery Electric Vehicles in Corporate Fleets
This paper investigates the adoption of innovative hybrid offerings in the case of battery electric vehicles (BEVs) in corporate fleets. In an exploratory research using depth interviews with 16
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06/03/2014
• #Corporate Social Responsibility
How Employees’ Distance to Headquarter Affects the Influence of Internal Vs. External Communication on Employee Behavior
This study examines the effect of internal and external communication on commitment and brand behavior of employees. The authors propose that distance to headquarter moderates the impact of internal
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06/03/2014
• #Corporate Image
The Development of an Integrated Corporate Communication Scale: Validation and Reliability Assessment
This paper aims to conceptualise Integrated Corporate Communication (ICC) as a multidimensional concept and to develop and validate a scale for its measurement. Based on an extensive literature
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06/03/2014
• #Corporate Social Responsibility
Sponsorship and Ambush Marketing Effectiveness: A Field-Experimental Analysis of Print and Online Advertisements
With rising sponsorship expenditures every year, marketing practice has an essential need for information of sponsorship effectiveness. Traditional sponsorship is becoming increasingly threatened by
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06/03/2014
• #Marketing