Retailers are increasingly using in-store events to provide shoppers with unique experiences that will enhance shopping value and help differentiate their stores from competitors. However, relatively little is known about how consumers respond to experiential retail events in terms of their...

Product innovation is vital to ongoing brand equity and has been responsible for revitalizing many brands, including Apple, Dunlop Volley, Mini, and Gucci. While several scholars have noted the relationship between a brand's position and the form of innovation available to a firm, surprisingly...

The relationship between design and marketing is an uneasy one. Managing this tension is critical for luxury marketers, whose point of differentiation is a combination of design excellence and market execution. This article explores the tensions between marketing and design and the integration...

Purpose - The purpose of this article is to provide an overview of the challenges that the widespread desire for authenticity presents for brand managers. Design/methodology/approach - Provides a viewpoint essay. Findings - Authenticity requires brand managers to downplay their overt marketing...

Purpose - Aims to report on the approach used by the New Zealand Game Industry Board (NZGIB) to create a competitive advantage with channel buyers in the USA. This examination is in response to calls for research on international marketing strategy implementation in business markets. The NZGIB...

Purpose: Managing the corporate reputation of hybrid firms (organizations that act commercially to pursue social agendas) involves particular challenges because of competing stakeholder interests. With reference to the Trappist beer market, the paper seeks to identify the value of message...

What should you do when your brand becomes 'hot' overnight among influential endorsers? Do you exploit this sudden rise in popularity and mainstream the brand, or do you attempt to slow the diffusion process and seek to understand how to market to these consumers? Drawing on the case of Dunlop...

Despite the necessity of close integration between marketing and sales, managers report less than satisfactory results in this area. This paper aims to examine what keeps the two functions apart. It propses going beyond surface level behaviour to examine the different sub-cultural mental frames...

The literature on market orientation is silent on the process of change involved in moving firms to a market orientation. Understanding this process is important for commodity sellers or industrial organizations with a traditional sales focus. We examine the change programs of two New...

The marketing of much New Zealand farm produce has often been left in the hands of farmer/grower co-operatives. Increasingly concerns have been raised about the effectiveness of such structures. Marketers have identified the need for cooperatives to move from a farmer centric to a market centric...