Purpose – The aim of this paper is to gain a better understanding of how small technology start‐ups learn about a key customer in the context of B2B relationships, and to propose a model of interfirm learning with customers. Design/methodology/approach – Using a qualitative case‐based...

Purpose – The purpose of this paper is to establish a framework for clarifying and extending the concept of inter‐firm market orientation (IMO) and to complement the relatively small body of literature related to this concept. Design/methodology/approach – The conceptual framework is...

Purpose – The purpose of this paper is to address the issue of the implementation of international advertising strategies by first introducing a framework of four options that multinational enterprises (MNEs) can use to implement such strategies and second by drawing on contingency theory to...

Purpose: The aim of this study is two-fold. Firstly, to examine the outcomes of co-creation from a customer perspective using well-recognised customer management variables (customer satisfaction, loyalty and word-of-mouth (WOM). Secondly, to assess potential cross-cultural differences that may...

Levitt's theory of globalisation has attracted a great deal of attention among both academics and practitioners. The view that a single product can be offered worldwide offers significant benefits for international marketers, whatever their size or industry. A review of empirical findings in the...

Strategy and marketing scholars look at strategic issues from different points of view and attempt to explain strategic choice and performance from their unique perspectives. This paper combines these perspectives in the context of international ventures and develops a conceptual framework...

<title>Abstract</title> Underpricing research to date relies on the assumption that there exist a negative relationship between the pricing of an initial public offering (IPO) and its first day returns. Consequently, little is known in the literature on IPOs as to which part of initial returns is due to...

<title>Abstract</title> In this paper we develop a strategy process model for hybrid ventures centered on business model innovation for shared value creation. We then validate the framework with an empirical focus on L3Cs, a new breed of hybrid ventures that occupy the middle ground between nonprofits and...