This paper examines three contextual drivers of relationship effectiveness between Marketing Managers and Sales Managers. Specifically, how the power of the Sales unit, the manifest influence of the Sales Manager, and the level of interdependence between these managers influences conflict, and...

This study has important implications for marketing theory and practice. In an era of turbulent market environments, the organisational ability to sense and seize market opportunities and to reconfigure the resource base accordingly, has significant effects on performance. This paper uses a...

The purpose of this paper is to empirically examine the impact of varying amounts of moreand less salient product information on the amount of money consumers are willing to pay tobuy a particular brand. In particular, we integrate Random Utility Theory (RUT) with thenotion of missing...

The impact of a person's level of materialism on their consumption behaviour has often beenexamined at the cultural level. Literature suggests that the materialism defining one's culturedetermines one's behaviour in purchasing products on the basis of their materialisticassociations as reflected...

Traditional product differentiation occurs when consumers are offered something that isrelevant and of perceived value. In contrast, some empirical evidence suggests success isachievable by offering a feature that has ambiguous value or revealed to be of meaninglessvalue. Previous assessments of...

This paper outlines several approaches used to construct measures of willingness to pay (WTP) for product attributes. We argue that measures based on consumer nomination require an unrealistic task and/or inconsistent with most revealed preference data. Compensating Variation, based on MNL model...

Many marketing communication strategies focus on the physical consequences of accidents tochange young and inexperienced drivers? management of risk and to curb theiroverrepresentation in fatalities. To assess this approach, we consider a framework of risk withtwo elements (uncertainty and...