Brand personality has often been considered from the perspective of products, corporate brands or countries, but rarely among service offerings. Moreover, there remains the consideration of how these entities are communicated online. This article explores the brand personality dimensions that...

This paper explores the contrast between marketing and innovation orientations and develops a model that provides an inclusive paradigm. The resulting archetypes and their inter‐relationships are discussed. A measurement scale, ICON, is developed to assess the extent to which a firm or a...

Explores inter‐functional differences between marketing and other departments from a decision‐making perspective, with particular emphasis on managers’ perceptions of problems. Problems are differentiated along two main axes: operational‐strategic and structured‐unstructured. The...

Purpose: The purpose of this paper is to explore in depth the mechanisms that organizations use to keep their innovations secret. This paper examines how, when and why secrecy appropriation mechanisms (SAMs) can enable innovators to appropriate value from their innovations....

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...