Conventional wisdom says that it takes ever increasing marketing budgets and/or lower prices to create sustained growth in sales, which may or may not be profitable in the long run. However, some documented cases and conceptual evidence suggest that marketing spending or prices can exhibit...

Purpose – The purpose of this paper is to examine challenges and opportunities that occurred in the Polish ultra‐high temperature (UHT) milk market after Poland entered the European Union. Design/methodology/approach – Through an in‐depth analysis of the Polish UHT market and by...

Purpose – To analyze Chinese consumers in purchasing pirated software; to establish and empirically validate a model for analyzing consumers in software piracy; and to help software companies understand the software piracy issue in China and design anti‐piracy strategies....