Proper R&D and marketing interfacing has been shown to improve the success of a firm. There is, however, a lack of quantitative tools managers could use for this purpose. I have developed a set of tools in this dissertation to assist managers to address this problem. The first tool is a...

The objective of my dissertation is to view referrals from the perspective of the supplier firm. Referrals influence potential customers to purchase (or not) from a specific supplier firm (e.g., Apple Inc.). Thus, referrals affect the supplier firms cash flow; and, in the first essay I argue...

Investigating a perceptual process in the first essay and evaluative processes in the second essay, this research examines the consumer-brand relationship from a dual perspective (inside-out and outside-in), showing how individual differences in consumers influence how they perceive and evaluate...