Purpose – Firms face the challenge of working with other firms in their business network so as to increase the value of products and services offered to end customers and consumers. This often requires managers to invest in developing strong and effective business‐to‐business...

Network pictures have been perceived as providing a picture of a company's position within a network ([Ford, D., Gadde, L.E., Håkansson, H., and Snehota, I. (2002), “Managing Networks,” IMP Group in Asia, 11th–13th December.]; [Ramos, C., Ford, D. and Naudé, P., (2005), “Developing...

Network pictures are perceived as providing a picture of a company's position within a network and as providing managers with a framework for strategic decision making. This exploratory paper sets out to investigate the application of network pictures of individuals from two companies involved...

Purpose – Although much has been written about the antecedents and consequences of market orientation, and previous studies have generated useful insights into different “forms” of market orientation, little is known of the emphases placed on different dimensions of market orientation, and...

Recent academic work has introduced a series of innovative concepts to the branding debate. In particular, the concept of brands that are embedded throughout the organisation has come to the fore. This paper uses a literature review and three mini‐case studies to explore the issues in the...

Purpose – This paper attempts to shed light on a further understanding of the notion of corporate identity especially in relation to communication and visual identity, and its relevance for the organisation. Design/methodology/approach – The paper presents a main theoretical background...

Purpose – Describing marketing practices is fundamental to understanding both the scope of marketing practice and the actual value it adds to the organization. This paper aims to clarify the reach of marketing practice and the nature of activities that marketers carry out....

Purpose: The purpose of this paper is to provide insights into the association between physical and virtual trade fairs under the conceptual lens of engagement platforms. The authors build on the idea of business trade fairs (i.e. physical and/or virtual customer touch points) as learning and...

This paper focuses on students' perception of value, trust and loyalty and how these constructs connect in the context of higher education in Brazil. For this endeavor we conducted a survey among undergraduate business students in Brazil. The findings suggest that trust in faculty and trust in...