The authors seek to understand which of three different strategic orientations of the firm
(customer, competitive, and technological) is more appropriate, when, and why it is so in the …

This article provides observations on the state of the art in marketing research during 1987-
1997. As such, it updates the earlier state-of-the-art review by Malhotra (1988), which won …

The authors examine the effects of brand strategy (ie, brand extensions vs. individual
brands) on new product market share and advertising efficiency, and the degree to which …

Increasingly, strategy scholars are exploring the relationships between innovation,
competition, and the persistence of superior profits. Sustained high profitability may result …

The profitability of established products is affected greatly by the extent to which they are
meaningfully differentiated from competing alternatives. Maintaining meaningful …

Radical innovations are engines of economic growth and the focus of much academic and
practitioner interest, yet some fundamental questions remain unanswered. The authors use …

The authors extend the study of relational exchanges to consumer markets using brands as
the units of analysis. They propose certain product-class determinants (perceived …

Although there is significant evidence that customer satisfaction is an important driver of firm
profitability, extant literature has largely neglected two intermediate outcomes of customer …

This article shows that Medical Innovation—the landmark study by Coleman, Katz, and
Menzel—and several subsequent studies analyzing the diffusion of the drug tetracycline …

It was probably quite predictable, but somehow, it has rather quietly crept up and overtaken
us. Despite the fact that “Destination Marketing” has been a wellestablished component–if …