This conceptual paper deals with important implications of ‘reciprocity’ in marketing in emerging and developing business environments, such as Eastern Europe. In mature, developed, high income, business systems, both transaction and relationship based marketing have been well researched. We...

Uncertainty and complexity are fundamental to innovation and decision making, especially in global high technology industries. Entrepreneurs interact with venture capitalists through the entrepreneurs’ communication and learning about the potential of new business venture. We believe that...

Although many NPO's changed their corporate image in recent years, most of the research in this field has focused on profit organizations and tends to ignore the NPO sector. Many non-profit organizations find themselves managing their business under crisis conditions such as economic and budget...

Product and brand familiarity have an important role in consumer choice behaviour and they have been equated with knowledge and experience Consumers having high and low familiarity utilized brand information (an extrinsic cue) in their evaluations, whereas moderately familiar consumers used...

While there have been many studies of the ethical behavior of managers, little research investigated the ethical beliefs and ideologies of consumers. Moreover, even less is known about the relationship between consumer beliefs and ideology and purchasing behavior. The present study investigates...