In this paper, we present the conceptual paper to adapt a new dominant logic of marketing for understanding the consumer behaviour in the globalization. To compete in the globalisation or localisation, companies need the potential marketing strategy in order to sustain their market position;...

Crowdsourcing communities' participation revolves around customers throughout all steps of creating ideas and product value. Firms across manufacturing industries and suppliers have started to interact with customers/users to understand their knowledge, creative ideas and influence. However,...

The macro-environment surrounding individuals and organizations has changed so dramatically over the last couple of decades, that there is a widespread feeling among the researcher community in the Marketing area, that theories, up until now held to be unquestionable universal truths, need to be...