Purpose – This paper seeks to analyse Foster’s Lager advertising since the early 1980s. In particular, it aims to focus on the Foster’s Lager “I Believe” integrated marketing communications (IMC) campaign launched in 2000 and the use of “commercial nationalism”....

A long running debate in the marketing literature has focused on whether firm performance is driven primarily by competitive intensity or firm characteristics. This paper attempts to contribute to the debate by developing a conceptual framework, which comprises two components of competing views...

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...

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...

Oysters represent an excellent source of major nutrients, especially proteins, vitamins and minerals. The consumption of oysters in Australia has not grown enough to match to their increased availability. This study is designed to provide information for the oyster industry to better attract...

The Extended MM has evolved to become one of the fundamental concepts underpinning marketingtheory and strategy development. The ability to conceptualise and integrate the 8Ps of marketinginto a coherent Extended Marketing Mix (MM) strategy demands the firm to answer a number ofimportant...

Purpose The Australian brewing sector has been subject to ever-increasing concentration over recent years. Yet one firm, Coopers Brewery of South Australia, has managed to expand its market share in a highly competitive trading environment. This paper aims to consider how Coopers, one of the few...

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...