Purpose – Within customer‐oriented business organizations, corporate management can be understood as corporate strategic marketing (CSM), or marketing the corporation in various markets. The article identifies the main competitive markets in which a corporation has to market itself....

Purpose – Long‐run corporate success requires engagement in two types of innovative activities: exploitation and exploration. However, earlier research has focused on exploration and exploitation concerning a firm's technologies. The purpose of the present article is to explicitly examine...

Purpose – The purpose of this paper is to contribute to the corporate marketing literature by examining how an individual's identification with a company influences their willingness to invest in the company's shares. Design/methodology/approach – A set of hypotheses was developed, based on...

Purpose – The purpose of this paper is to examine the links between individual investors' subjective evaluations of certain companies' products and brands, on one hand, and their willingness and decisions to invest in those companies' stocks, on the other. The authors aim to challenge the...

Purpose – This paper aims to offer a conceptualization of how and why corporate level strategic change may build on historical differentiation at business unit level. Design/methodology/approach – Methodologically, an historical case study of Nokia Corporation's drastic business model...

Project-based exchanges have become the dominant mode of doing business for many industrial firms, and therefore research into project marketing activities has come to be of interest for many B2B academicians. In this study, we contribute to this discourse by proposing three macro-level...

Business researchers have a growing interest in value creation perspectives to firm strategy. The present article provides a novel examination of the financial performance implications of strategic emphases on creating novel consumer value vs. capturing value, by taking a configuration approach...