Purpose – The purpose of this paper is to offer observations regarding best and weak practices with respect to academic publishing in marketing. Design/methodology/approach – The approach takes the form of personal reflections based on the experience of the author as an editor of the Journal...

Purpose – The purpose of this paper is to examine whether or not marketing academics practise what they preach. Are they marketing‐oriented in their main business of knowledge creation and dissemination? Design/methodology/approach – The epistemological marketing literature and performance...

Purpose – The purpose of this paper is to introduce the special issue that critically examines topics informing long‐standing disputes concering the status of theory and practice in management studies. Contributions explore the character of the imputed relationship between theory and...

Purpose – The purpose of this short opinion piece is to focus on the role of marketing, its theory and practice, and its relevance now and in the future. Design/methodology/approach – The article analyses the present situation – which is not new – the perceived divide between marketing...

Purpose – The purpose of the article is to describe the consequences for the purchasing and supply management field of its current focus on the behaviours and concerns of extremely large corporations. Design/methodology/approach – This is a short viewpoint article. Findings – It is found...

Purpose – The purpose of this paper is to examine the recycling business in Taiwan as well as its impacts on the collection, environment, economy, and society, providing a good example of setting up an efficient national paradigm. Design/methodology/approach – This paper proposes an...

Purpose – The purpose of this paper is to discuss the integration of information technology (IT) systems and the strengthening of customer service to raise business competitive advantage. Design/methodology/approach – The case company uses IT systems to integrate customers and suppliers. In...

Purpose – The purpose of this paper is to identify and prioritize the measures of intellectual capital (IC) of e‐learning service companies that ultimately influence firms' competitive advantages. Design/methodology/approach – Through focus group interviews, content analysis, and the...

Purpose – The purpose of this paper is to analyze the development of body fitness equipment in Taiwan from the viewpoint of innovation and the factor of success for innovation. Design/methodology/approach – The research methods include a literature study and a case study. In addition, the...

Purpose – In the gift industry, there are many large enterprises with strong brand image, customer loyalty, marketing, or service, and they are also rich in retail channels and resources. In this situation, how can brand‐new or small companies thrive in a competitive market? The purpose of...