Purpose – The aim of this paper is to discuss how corporate brand images evolve in consumers' everyday life and its implications for the company's branding strategies. Design/methodology/approach – A conceptual discussion and a framework are presented that maps four alternative views on...

Purpose – Pareto's Law often refers to the theory that a small percentage of a total is responsible for a large proportion of the total outcome. It is commonly known as the 80/20 law or principle. The objective is to review and debate whether there is a “Pareto syndrome” in the...

Purpose – The purpose of this paper is to describe the “scientific identity” of the “top” research journals in the broader discipline of marketing by examining the methodological approaches and the geographical affiliations of authors published in selected journals....

Purpose – The purpose of this paper is to describe how a corporation with sustainability as its mission implements sustainability strategy and programmes to promote social responsible management. Special attention is paid to how internal and external value systems interact and influence the...

Purpose – The purpose of this paper is to review and synthesize empirical literature concerning the role of control mechanisms in export relationships, and to develop a model for controls as determinants of export performance. Design/methodology/approach – To identify relevant papers, a...

Purpose: This paper aims to examine the extent to which exporter difficulties in evaluating foreign sales agent performance affect export performance, either directly or as mediated by opportunism. Design/methodology/approach: In developing the hypotheses, the study integrates transaction cost...

In marketing literature often it is argued that the marketer should pay attention to the customers’ needs and wants in order to achieve and maintain successful business relationships. This fundamental approach is often referred to as the “marketing concept” and is one of the most important...

Focuses on a business philosophy, usually labelled efficient consumer response (ECR), applied in the retail industry. Its application in a firm’s current business activities may lead to the achievement of substantial business potentials but there can be problems in its implementation. Explores...

Explores and describes the close interrelationship between marketing and logistics, i.e. the marketing activities and the logistics activities in a marketing channel. The author acknowledges that marketing and logistics were united in the beginning of the twentieth century, but that the two...

This article provides a non‐mainstream discussion on the value chain concept, which challenges generally believed positions in the area of supply chain management. The author argues that the ultimate consumer is the trigger in the supply chain. The article discusses the concept of value and...