The term “strategic thinking” is a relatively recent addition to the lexicon of marketing concepts. Its popularity arises from increasing discontent with highly formalized marketing planning approaches that replace creativity with paperwork and Jock executives into a dangerously predictable...

The conceptualization and measurement of brand equity, including its sources and outcomes, are a challenging task, particularly in a global marketplace. This paper briefly describes how PepsiCo, Inc. conceptualizes and measures brand equity across brands, countries, and over time. Special...

Existing innovation diffusion models assume that individual experience with the product is always communicated positively through word-of-mouth. For certain innovations, however, this assumption is tenuous since communicators of the product experience may transfer favorable, unfavorable, or...

Antitrust legislation in the United States was originally enacted in 1890. This legislation and subsequent amendments established the historic precedent of government controlling the power of business by limiting its influence over markets. This paper reflects on why this unique set of laws was...

This article applies the theory of coalition formation in triads to channels of distribution. The theory explains alternative power strategies of weaker (smaller) channel members to dominance by more powerful channel entities. Six pre‐coalition situations are examined to aid in predicting the...

Attempts to document how different forms of ignorance may evolve in different organizational dialogues and become embedded in organizational context. Develops the four primary forms of ignorance based on the research from social psychology, public opinion studies, legal studies, behavioral...