The purpose of this study was to determine the effect of expertise on prechoice decision processes and final outcomes. By decomposing verbal protocols collected from 90 individuals who made one complex, mortgage loan decision, we could compare the frequency and type of elementary information...

Purpose – The purpose of this paper is to decompose total customer value as perceived by department store shoppers into utilitarian, hedonic and social dimensions, and empirically test this conceptualization in a Finnish department store shopping context. Design/methodology/approach – Data...

Purpose – Despite the fact that customer orientation is increasingly used as a strategic guideline to ensure companies’ long-term success, it is too often left at conceptual level without any managerial or executive translation. To address this practical gap, the purpose of the paper is to...

Purpose – Existing research suggests a multitude of approaches to value co‐creation that bring with them a range of different ideas on what constitutes the concept. The purpose of this paper is to identify the sources of the differing approaches, and so reduce the complexity of the concept...

Purpose: The purpose of this paper is to identify and characterise executives’ inside-out (firm-oriented) and outside-in (market-oriented) mental models. As these two orientations are vital for strategic decision-making, yet potentially contradictory, it is important to understand the role of...

Purpose: This paper's purpose is to develop a meaning-based framework for customer loyalty by examining how consumers make sense of customer loyalty through meanings and metaphors. Design/methodology/approach: A qualitative study based on in-depth interviews and focus group data in the retail...

Purpose: The purpose of this paper is to analyze the use of intuition in successful merger and acquisition (M&A) decisions. M&As are strategic decisions that can create growth, open up new markets and strengthen the company’s position and competence portfolio. Strategic decisions involve, by...

Purpose: This study aims to identify and analyze the different roles corporate social responsibility (CSR) can play in corporate strategy. By acknowledging that one of the biggest challenges for companies in committing to sustainability is the strategy work, the authors outline specific...

Purpose – The purpose of this paper is to propose that the recasting of supplier and customer roles reconfigures the role of marketing. Design/methodology/approach – A conceptual paper that suggests the need to rethink the role of marketing in the strategic decision making of companies. The...