This paper explores the contrast between marketing and innovation orientations and develops a model that provides an inclusive paradigm. The resulting archetypes and their inter‐relationships are discussed. A measurement scale, ICON, is developed to assess the extent to which a firm or a...

Explores inter‐functional differences between marketing and other departments from a decision‐making perspective, with particular emphasis on managers’ perceptions of problems. Problems are differentiated along two main axes: operational‐strategic and structured‐unstructured. The...

Purpose: The purpose of this paper is to explore in depth the mechanisms that organizations use to keep their innovations secret. This paper examines how, when and why secrecy appropriation mechanisms (SAMs) can enable innovators to appropriate value from their innovations....

Marketing thrives on secrets, yet surprisingly little formal attention has been paid to how the marketing of secrecy and the secrecy of marketing can play a significant role in contemporary organizations. We draw upon the fields of organizational studies, psychology, and marketing to develop a...

Purpose – The paper's aim is to create a framework for national readiness and receptivity to e‐commerce at both the business to business (B2B) as well as business to consumer (B2C) levels. Design/methodology/approach – Relevant literature on e‐readiness is discussed in light of research...

The Internet is an important new channel for commerce in a wide range of industries. While the opportunities afforded by this phenomenon seem readily apparent, there is still much debate and speculation on exactly how the use of the Internet and in particular the World Wide Web will affect...

Purpose – This paper aims to report on the construction of a scale to measure a firm's stance towards creative consumers; that is, customers who adapt, modify or transform a proprietary offering. Design/methodology/approach – A measurement instrument, called the 3As, is developed to assess...