Although the concept of customer orientation has been widely discussed among marketing academics, existing studies do not account for settings where there is more than one customer population. we
This paper intends to contribute to the development of the entrepreneurial marketing theory. It proposes shifting the focus from the marketing activities themselves to what shapes them, that is, the
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
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,
Consumers often are positively biased in their preferences for domestic products to foreign alternatives. Previous research has established consumer ethnocentrism and national identification as