There is growing recognition that leveraging firm resources appears to be an essential precondition for securing a competitive position in the marketplace and also for creating value for the customer. In moving forward within the new dominant logic as espoused by Vargo and Lusch, with its focus...

Purpose The paper aims at providing insights into how market orientation and organisational culture together contribute to brand performance, shedding light on the nexus between innovative culture and market orientation, and examining the relative importance of innovative culture over market...

Purpose The purpose of this paper is to adopt a customer-centric value creation perspective to provideinsights into the contribution of business orientations, especially marketing orientation and innovationorientation to the creation of customer-centric value (customer equity and brand...

Purpose The goal of this paper is to investigate how market sensing (market orientation) and customer linking capabilities (service branding andcustomer empowerment capabilities) enable firms to achieve superiority in customer satisfaction.Design/methodology/approach To achieve this goal, a...

A manager's perception of industry structure (dynamism) has the potential to impact various organizational strategies and behaviors. This may be particularly so with regard to perceptions driving organizational learning orientations and innovation based marketing strategy. The position taken...

Purpose The current study aims to examine the role of international entrepreneurship and innovation in small to medium-sized enterprise (SME) internationalisation, also touching on the role of the firm size as a proxy of resources in the SME internationalisation process. The study seeks to look...

Purpose This study seeks to draw on the strategy implementation approach and the resource-based view of the firm (RB theory) to investigate the relationships among competitive strategies (i.e. differentiation and cost-leadership), responsive market orientation (RMO), proactive market orientation...

Purpose The purpose of this article is to examine Chinese generation Y consumers' fashion clothing involvement effects on specific brand related consumer responses including brand status, brand attitude and willingness to pay a premium for a specific brand. Design/methodology/approach A...

Since the early 1990s the theoretical and practical issues associated with organizational capabilities have been a major research focus in marketing. However, there has been little focus simultaneously on industry environment and internal competitive capability development. A manager's...

Purpose This study seeks to extend the existing literature on value creation by specifically focusing on service brand value creation (SBVC) and therole of brand marketing.Design/methodology/approach The authors first develop a model of SBVC and simultaneously investigate SBVC from the firm...