Purpose – This paper presents a model relating Nagle and Holden's factors of price sensitivity to expected price and willingness to pay. This work presents various perspectives on price elasticity/sensitivity, empirically tests aspects of the influence of perception of the offer...

Purpose – As an aid to understanding brand image and brand attitude, this paper aims to present an innovative method of capturing qualitative brand associations from very large virtual groups. Design/methodology/approach – From the target market, two familiar brands were selected: one more...

Purpose – The purpose of this paper is to demonstrate how a web‐based virtual ideation tool, dialogr.com, can be used to capture insights from consumers and to gain an understanding of consumer satisfaction with package design during and after product use. The authors also demonstrate how...

Develops a classification or typology of the sports fan. Specifically, contends that five different types of sports fans exist: temporary, local, devoted, fanatical, and dysfunctional. The need exists to identify the different types of fans due to the inadequacies of past theories to explain the...

This text introduces 12 'drivers' for success based on the author's extensive research and experience in consulting. The roles of all the traditional business functions in supply chain management - marketing, sales, logistics, etc. - are also addressed