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...

Brand personality has often been considered from the perspective of products, corporate brands or countries, but rarely among service offerings. Moreover, there remains the consideration of how these entities are communicated online. This article explores the brand personality dimensions that...

An emerging perspective on market orientation suggests that strategic insights may be gained when firms take into account their customers’ view on the organization’s level of market orientation. Recent research offers evidence on the applicability of a customer‐defined market orientation...

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...