Traditionally the management of brands has been entrusted to middle management. However, it is becoming increasingly apparent that brands are of such critical strategic importance, that they are more appropriately placed under the direct responsibility of senior management. Indeed, we believe...

Recent economic, social-political, and natural disasters have all served to highlight the fragility of the global marketplace. As such, it is no longer questioned as to whether or not companies should be good corporate citizens; that is a given. Rather, concern in the 21st century centers on how...

Sociologists have for many years explored the value of social capital, or the resources embedded in social relations and social network structures. In recent years, organizational forms such as strategic alliances and network organizations have been an important new form of entrepreneurial...

The 21st century has brought both opportunities and challenges in our global, boundaryless world. Importantly, managers face a dynamic and interconnected international environment. As such, 21st century managers need to consider the many opportunities and threats that Web 2.0, social media, and...

Purpose: The purpose of this paper is to summarize the main developments from the early days of manual content analysis to the adoption of computer-assisted content analysis and the emerging artificial intelligence (AI)-supported ways to analyze content (primarily text) in marketing and...

Purpose: This vision article alerts service managers to the potential of cognitive computing to reframe their value propositions. Humans are bounded in three ways: perception, rationality and physicality. Cognitive computing, hardware or software that transcends these three limits, offers many...

While luxury brands are one of the most profitable and fastest growing segments of the brand pantheon, they are the least understood. There is no established definition as to what a luxury brand is; no clear understanding of the value dimensionality of luxury brands; and no rigorous...