The role of value co-creation in embedding sustainability within B2B marketing is well-
documented. However, little is known about how employees enact this value co-creation, or …

This article investigates the role of corporate venturing (CV) advisory firms in fostering
strategic agility in their clients, which are typically established, incumbent companies. While …

Research on the branding of small‐and medium‐sized enterprises (SMEs), known as SME
branding, has garnered substantial interest over the past two decades. Although …

Multi-stakeholder marketing is growing in importance, both in theory and practice. However,
it still appears poorly conceptualized as an integrated discipline, and its applications are …

The growing attention to the climate crisis in today's business environment, increases the
need for B2B firms to integrate corporate sustainable branding activities in stakeholder …

Service Dominant Logic (SDL) proposes value creation as a process based on service, the
success of which ultimately depends on employees' service orientation. Given that …

An increasing body of research adopts a performative perspective of brands, assuming that
multiple actors co-create brands in interrelated brand co-creation performances (BCCP) …

Maize is a critical food source in Kenya, with Laikipia East sub-county being a significant
contributor. However, low maize production has been reported every year, posing questions …

In an era of increasing complexity, where sustainability has become a pressing global
concern, the role of computer science in supply chain in managing has never been crucial …

This study examines customer brand loyalty within the Thai furniture shops, focusing on the
pivotal roles of behavioral factors, brand perception, brand personality, and customer …