Purpose The purpose of this paper is to examine FaceReader as a tool to compare the olfactory preferences of two selected countries. This paper examines the olfactory preferences of customers in the bakery department of a grocery store in the Slovak and the Spanish market....

This study examines the association between export promotion programs (EPPs) and export knowledge, commitment, and management perception, examining their relationship with export strategy, competitiveness, and performance, especially for firms in international markets. Using data collected from...

Businesses embrace a tremendous shift towards service-dominant logic in order to achieve and sustain advantage. To expand its influence, marketing needs to take on a service lens as well. The customer-centric approach tries to position value generation with processes that al-low customers to...

Relationship marketing is a concept that focuses not only on increasing the volume of relationship transactions, but also on improving consumer perception. Therefore, this research aimed to evaluate the influence of relationship marketing dimensions on brand love. An explanatory study was...

Purpose: This study seeks to discover how a firm's size and its use of both market and non-market strategies (MS and NMS) impact firm performance in South Africa. Design/methodology/approach: We used the Prolific platform to gather survey data from 247 executives and managers across the country...

Studies about entrepreneurial marketing linked with competitive advantage and sustainability in SMEs are limited in the existing literature. This study therefore aimed to investigate the relationship between entrepreneurial marketing dimensions, focusing on the mediating role of competitive...