Marketing thrives on secrets, yet surprisingly little formal attention has been paid to how the marketing of secrecy and the secrecy of marketing can play a significant role in contemporary organizations. We draw upon the fields of organizational studies, psychology, and marketing to develop a...

Sponsorship of large sporting and cultural events has become a major marketing communication tool, particularly when firms obtain exclusive rights and garner the hype associated with this honor. Concomitantly, ambush marketing--defined as attempts by competitors to exploit the event--has also...

Most management academics today are concerned with making what they teach more relevant, just as employers operating internationally seek management graduates with at least an exposure to global issues, if not actual experience. In the light of increasing globalization of business, this...

For many years, sociologists have conceptualized and debated the value of 'social capital': the resources embedded in an individual's social network. More recently, the notions of network organizations and strategic alliances have become important forms of entrepreneurial venture. An important...