This has long been the one book that students can rely on to get them thinking critically and
strategically about branding. This new fourth edition is no exception. THE definitive …

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 …

Academics and managers have struggled for many years to understand and delineate the
role of marketing in explaining business performance differences between firms. Most of the …

We investigated how the knowledge capabilities of industry incumbents affected the
generation, development, and performance of “spin-outs”(entrepreneurial ventures of ex …

Executive Overview In a connected world, remote groups at the fringe of a firm's current
operations can find common cause, exerting increasing pressure and calling into question …

The recent marketing literature reflects a growing interest in structural models, stemming
from (1) the desire to test a variety of behavioral theories with market data, and (2) recent …

Year after year, managers strive to improve financial performance and firm value through
marketing actions such as new product introductions and promotional incentives. This study …

Many incumbent firms respond to the emergence of a disruptive business model by adding
the business model into their existing ones. But, not all incumbents perform better after …

Current interdisciplinary research suggests that organizational capabilities have a direct,
unconditional impact on firm performance. The authors extend this literature by develo** a …

The authors examine behavioral outcomes following a customer-initiated contact (CIC) with
a manufacturer and develop a framework to explain the impact of vendor performance …