Purpose This study aims to examine the attitudes of physicians towards the pharmaceutical industry and investigates how these are reflected when a new drug is introduced. Design/methodology/approach The qualitative theme-interview study adopts the innovation diffusion perspective and is...

Purpose This study examines the role and relative impact of market orientation, product orientation and relationship orientation on new product launch performance, investigating product advantage and market-based assets as alternative mediating mechanisms, which link these strategic orientations...

Purpose – Within customer‐oriented business organizations, corporate management can be understood as corporate strategic marketing (CSM), or marketing the corporation in various markets. The article identifies the main competitive markets in which a corporation has to market itself....

Purpose: This paper aims to develop and test a method of automating, for online retailers, the practice of adaptive selling, which is typically used by salespeople in face-to-face interactions. This method customizes persuasive messages for individual customers as they navigate a retailer’s...

Purpose: In mature global business-to-business (B2B) product markets, management of external sales channels, governed by contractual relationships, is a key determinant of business performance. However, existing sales channel management literature lacks focus on contractual governance and...

Purpose – The purpose of the paper was to outline a generic framework for the business model and illuminate its linkages to managerial cognition. Design/methodology/approach – The paper reviewed the focal literature focusing on the actions and evolution of a firm and built a synthesis that...

Purpose – The purpose of this paper is to extend the strategic fit discourse by proposing a customer‐based perspective. Design/methodology/approach – The paper develops a conceptual framework based on a theory and literature review. Findings – The paper proposes that, from a customer...

Purpose – The purpose of this paper is to offer an explanatory process model of stakeholder management. The model shows how and why path dependence is manifested in stakeholder management issues. Design/methodology/approach – The paper integrates stakeholder theory with key ideas from path...

Purpose – This paper aims to investigate the role of new value creation mechanisms in a company's sales strategy. Using value creation and strategic marketing as theoretical approaches, the study explores the underpinnings of blue ocean strategy (BOS) and categorizes ways in which BOS is...