Posits that to minimize new‐product miscues, executives must understand more than the marketplace. They also must understand how behavioral forces shape new‐product decisions and the lethal traps that lie along the path leading from a product′s inception to its successful...

A brief critique of the so‐called yardstick approach to assessing damages resulting from patent infringement which not only informs product managers whose responsibilities may include assisting legal counsel in preparing infringement suits or defenses, but also touches on the shortcomings of...

Considers the view that marketing practitioners must understand how behavioural forces affect strategic decisions, in order to avoid mistakes. Argues that such knowledge is just as important as understanding customers and the marketplace. Demonstrates how dysfunctional behavioural forces can...

Purpose: This study aims to determine the extent to which the use of coordinating conjunctions enhances or impairs definitional clarity. Design/methodology/approach: In two studies, a sample of 736 construct definitions from the Journal of Marketing, Journal of Marketing Research and Journal of...

Purpose – The purpose of this paper is to examine the differential influence of three drivers of loyalty on the dimensions of loyalty. The three drivers are stake, satisfaction, and the value of switching service providers. The dimensions of loyalty are behavioral response, commitment to the...

Managers often use positioning models to understand the perceptual structure of markets and make strategic plans. The objective of this paper is to improve strategic planning by suggesting how positioning models can be used to understand, measure, and manage brand uncertainty. A theoretical...

Points out that since consumers are seldom familiar with all the competing brands or the attributes of these brands, brand uncertainty exists in every market. Presents theoretical and empirical evidence from several disciplines to demonstrate that brand uncertainty affects brand attitudes and...