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...

Purpose – Drawing from recent work on online social networking and communities of consumption, the purpose of this paper is to explore, identify, and postulate key factors facilitating the growth and success of marketing in virtual worlds. Design/methodology/approach – An empirical study was...

Purpose – This article aims to contribute to the study of knowledge creation and management in business format franchising by focusing on the question of how franchisors can convert the tacit knowledge held by franchisees (such as insights, ideas, and hunches) to explicit knowledge....

Purpose – This paper aims to offer a conceptualization of how and why corporate level strategic change may build on historical differentiation at business unit level. Design/methodology/approach – Methodologically, an historical case study of Nokia Corporation's drastic business model...

Owing to the strong position of traditional marketing communications (especially advertising) research and consumer marketing related theories in the general field of marketing, the prevailing concepts of communication can be labeled as “mass communicative” in current marketing discourse as...