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Marketing
Netnography and a summative content analysis approach to market research
Alan Shaw discusses the application of a passive summative content analysis method to Netnography and how it can…
Arousal enhances herding tendencies when decision making
Brent Coker discusses how arousal enhances consumer tendencies to be influenced by the majority when decision making
Business relationships in the industrial network literature
Ilkka Ojansivu three approaches to business relationships: agency, structure and practice
Who is the winner in an industry of innovation?
David Soberman discusses why the average profitability of firms in categories characterized by innovation is high and a…
When Two Wrongs Make a Right
Kyle Murray discusses how marketers can strategically incorporate enablers in product design to help consumers make sense of an extremely incongruent feature.
The entrepreneurship marketing environment
Ayantunji Gbadamosi discusses the overall approach to entrepreneurship in the European Union and provides Small and medium-sized enterprises…
How Brands Acquire Cultural Meaning
Susan Fournier discusses the cultural resonance of brands by speaking to branding scholarship in the consumer psychology tradition…
Adopting self-service technology to do more with less
Employees have traditionally played a major role in the customer ‘ s service experience. Yet self-service technology (SST)…
Reality, realism, measurement, and C-OAR-SE
Nick Lee provides a balanced commentary on Rossiter’s paper “How to use C-OAR-SE to design optimal standard measures”.…
Models of Franchising for Social Enterprise
Social franchising has been utilized by social enterprises in a variety of ways, yet franchising as a marketing…
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