For businesses where resources are scarce and the environment is volatile in political, economic and cultural terms, such as the current case of Mexico and Turkey businesses might suggest, the pursue of business practices that adopt a market orientation (MO) is critical to maintain market share...

Purpose – The purpose of this paper is to examine the factors contributing to positive attitudes toward advergames among later elementary school children in Mexico. Design/methodology/approach – Data collection was conducted via experiments in an elementary school computer lab followed by a...