Entrepreneurial orientation (EO) is associated with superior performance, although the mechanisms through which EO translates into an advantageous market position are still poorly understood. Drawing on EO and resource-based theory (RBT) literature, this study highlights the role of a systemic...

Purpose - The purpose of this paper is to examine the influence of entrepreneurial orientation on the network and exhibitor's performance. The entrepreneurial orientation is seen as a highly competitive factor for the company, which can foster its trade fair business. Design/methodology/approach...

Purpose - This paper aims to address research gaps with regard to the relationship between market orientation and marketing performance when small- and medium-sized enterprises (SMEs) are located within a service cluster. The three main objectives of this research are to determine the effect...

Objective: The objective of this article is to identify the impact of market orientation on company competitiveness of internationalized medium and large enterprises present in Central Eastern Europe and/or Western Europe in the period of economic growth. Research Design & Methods: Quantitative...

Background: How do Shopping Centre Managers use the Management Control System (MCS) to adapt to the available resources according to the characteristics of the centre and external factors that may affect such management? We identified the differences in the MCS between three types of shopping...

Purpose - The study aims to examine female sexuality in marketing communications and how it shapes the millennial buying decisions in the fashion industry. The focus of the study is to connect fashion industry and marketing communication to understand how female sexuality influence buying...

This study analyzes determinants of smallholder farmers’ sesame market orientation in Kondala District. Both primary and secondary data were used for the study. Primary data during 2017/18 production year were collected from 189 randomly selected smallholder farm households from four randomly...

This study analyzed determinants of smallholder farmers’ sesame market orientation in Kondala District. Both primary and secondary data were used for the study. Primary data during 2017/18 production year were collected from 189 randomly selected smallholder farm households from four randomly...

Despite their increasing practical and theoretical significance in a globalizing world, marketing capabilities in an international context and their inter-organizational dispersion remain in the shadow of research. Specifically, the usefulness of direct effects of capabilities and their...

The purpose of this paper is to analyze the relationship between brand and competitive advantage (through differentiation) and the mediating effect of positioning and market orientation in this relationship. An empirical study was developed using a quantitative methodological approach. The...

Small and medium-sized enterprises are regarded as the engine of economic development and equitable growth in developing economies. Although SMEs are facing many problems that hindered their performance in Nigeria. They have not creditably performed well and played expected vibrant role in the...

This paper established some market-driven strategies that influence the competitive growth of small and medium-sized enterprises in Lesotho. The paper identified the following factors; market orientation, competitive intensity, and technological dynamics as variables that influence SMEs'...

Marketing capability refers to a firm’s ability to optimally deploy and integrate different marketing inputs to achieve high sales at low cost. This paper examines whether the value of marketing capability is incorporated into stock returns. High-level marketing capability predicts better...

I consider the case of consumer-contributed markets, defined as markets where the consumer herself has a role in the supply side of the market as well. Consequently, the prominent issue is offering the consumer incentives to fulfil that role, which clearly bears a cost to her. The role of the...

Market orientation has been known as an efficient managerial tool to assist in sustaining the performance of organisations. Market orientation has three dimensions, namely customer orientation, competitor orientation and inter-function coordination. This paper evaluates how corporate governance...

Life insurance is one of the most difficult products to sell. Though one might debate its long-term benefits, in today's materialistic society, customers are becoming increasingly careful about their investments and the returns they receive. Customers were made aware of several features of a...

This study aims to determine the effect of product innovation and marketing strategies on consumer purchasing decisions in the Light Roof Steel Industry in Indonesia. The method used is explanatory research with analysis techniques using statistical analysis with regression testing, correlation,...

The main objective of this research is to propose a conceptual model, with the view of assess ing the link between size, age, market orientation and performance. We have chosen the foodprocessing small businesses as our empirical field of application. An important number of smallenterprises were...

Blujade is a new company which is still in the process of capturing a market share in the United States, for this reason, we have recommended a blue ocean strategy for them. For Blujade, our recommended business model is multilevel marketing. There are several reasons for recommending this...

This article studies the mid-September 2019 stress in U.S. money markets: On September 16 and 17, unsecured and secured funding rates spiked, and on September 17, the effective federal funds rate broke the ceiling of the Federal Open Market Committee (FOMC) target range. We highlight two factors...

This research intends to study the interface of key concepts of Marketing and Quality in relation to Fast Moving Consumer Goods (FMCG) Customers. Marketing variables i.e. product, price, place and promotion are exogenous variables, quality perception is the endogenous variable whereas Word of...

When a weak-brand firm and a strong-brand firm source from a common contract manufacturer, the weak-brand firm may advertise this relationship to promote its own product. This paper investigates whether the weak-brand firm should use such brand spillover as a marketing strategy and how this...

We evaluate whether and how branded TV product placement affects sales for cigarette brands. We use data on product placement from TV shows and data on retail sales of cigarettes to estimate a demand model that incorporates the level of product placement exposure for each cigarette brand. We...

Diversity is an important concept in business and marketing and is utilized in campaigns to attract consumers. This study examines the level of diversity in print media that targets the niche market of gays and lesbians. Race and gender are examined to determine if, in fact, marketers are being...

As information technology improves rapidly and becomes more accessible, it becomes much easier for consumers to gather product in-formation and spend more time thinking about how to get the most out of their budget constraints. This means that consumers are getting “smarter” and more...

India is a nucleus of FMCG brands. There are huge national and multinational brands catering to their products to millions of people and generating immense capital. The players in the market include HUL, ITC, Nestle, Godrej, P&G, etc. These are multimillion names that are altering the retail...

This theoretical paper aims to approach the ‘new’ era in which experience and content marketing are integrated to add value to the customer, the key elements for customer experience management programmes and primary roles for marketers to become innovators. Over three decades marketing...

The aim of this study is to investigate the role of competitive intelligence in making strategic marketing decisions at small and medium businesses in Kurdistan region of Iraq. However, the researchers used five competitive intelligence dimensions (market intelligence, competitor intelligence,...

This paper shows the promotional tools effect on pharmaceuticals marketing. The study is based on survey method using marketing field force and their opinion in relation to the promotional tools used in pharmaceuticals marketing. Descriptive study has been primarily focused using tools as...