Purpose – The purpose of this paper is to better understand the production and diffusion of the balanced scorecard (BSC) by analyzing the reception pattern of the BSC in The Netherlands. Design/methodology/approach – Print‐media indicators and content analysis. Findings – The BSC is...

"How do you sell a totally new kind of product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that has the power to change the marketplace. This means that existing market research will have produced data about...

Preface -- Using marketing to create a new business with radically new product ideas -- Identifying an application and market -- Segmentation and positioning to maximise the value of a new technology and product application -- Adoption, diffusion, and understanding lead customers -- Competitive...

Using marketing to create a new business with radically new ideas -- Identifying an application and market -- Identifying the market: segmentation and positioning to maximise the value of the product application -- Adoption, diffusion, and understanding lead customers -- Important competitive...

This research aims to bridge the entrepreneurship and marketing/sales literature streams by studying how young firms enable their resource endowments using value-based selling. Drawing on effectuation logic, the authors examine how young firms can achieve sales growth by using human and...

Purpose: Many organizations expect their service engineers, or frontline employees (FLEs), to behave as brand advocates by engaging in favorable communication about the brand and its offerings toward customers. However, this approach is not without risk as customers may be disappointed or even...