Purpose: This conceptual paper studies how brand and business model architectures interact. Design/methodology/approach: Confronting the literature on brand and business model architectures, a “problematizing review” perspective is taken in this article. To develop the conceptual framework,...

Purpose – The aim of this paper is to propose a consistent framework that allows the brand manager to detect innovation/growth opportunities and risks. Design/methodology/approach – The paper is based on an extensive theoretical study of innovation and growth approaches combined with...

Purpose – Many planning approaches on strategic flexibility often focus on a product and/or market perspective. The purpose of this paper is to argue that today's changes demand a “contextual” marketing intelligence and planning approach. There may be a bigger difference between one...

Purpose – This paper aims to get insight into managers' cognitive maps with respect to simplicity, realism and confidence, when talking about strategic marketing planning. Moreover, it analyses the impact of temporal modes of thinking on the three cognitive constructs studied....

Purpose Being clear and specific on what moderating and/or mediating variables are included and what effects are observed in academic research helps the reader to better understand the academic research context and results. But in terms of managerial relevance, it is also important to do this in...