Purpose: Managing the corporate reputation of hybrid firms (organizations that act commercially to pursue social agendas) involves particular challenges because of competing stakeholder interests. With reference to the Trappist beer market, the paper seeks to identify the value of message...

The literature on market orientation is silent on the process of change involved in moving firms to a market orientation. Understanding this process is important for commodity sellers or industrial organizations with a traditional sales focus. We examine the change programs of two New...

This article investigates whether sectoral entrepreneurship by ethnic minorities is held back by network disconnection. Popular interest in localized production and consumption often gets offered up as an antidote to rapidly globalizing markets. However, fractures between local production and...

Purpose - Managing the corporate reputation of hybrid firms (organizations that act commercially to pursue social agendas) involves particular challenges because of competing stakeholder interests. With reference to the Trappist beer market, the paper seeks to identify the value of message...

The well-determined process of theoretical research has influenced the development of real-life practices and the execution of strategies. However, less well developed is our understanding of how real-life practices influence the way that research methods should and might be developed and...

Purpose – The purpose of this paper is to investigate the development of the grocery retail market in China. International retailers have been in China for more than ten years, during which period a series of profound changes has occurred in the Chinese retail sector. International retailers...

Purpose – With brands being an important source of competitive advantage, knowledge of branding is needed to inform their management. After reviewing the literature, the article aims to report the findings of a case study that investigated the role of branding in the industrial purchase of...

Evidence for the success of relationship marketing (RM) remains contradictory, with practitioners reporting that most RM efforts fail, and academic researchers suggesting that further exploration of the boundary conditions of RM are needed. A number of researchers have identified changes in the...