European Journal of Marketing: Volume 37 Issue 10

Achieving a customer orientation using “people‐power,” the “5th P”

Vaughan C. Judd

There have been scant references in the marketing literature to conceptualizing an organization's employees as an element of the organization's marketing mix. Extending previous…

Towards a typology of consumer survey research

Ian D. Greig

The consumer input to corporate marketing decisions is provided by relatively few types of consumer survey. These survey types, however, are given comparatively little attention…

Brand equity and brand vulnerability: The impact of gray marketing/parallel importing on brand equity and values

Lynne Eagle, Philip J. Kitchen, Lawrence Rose, Brendan Moyle

Brand equity has received significant academic attention since the mid‐1990s. This has been driven partly by changes in international accounting standards as they relate to the…

Quality labels as a marketing advantage: The case of the “PDO Zagora” apples in the Greek market

Christos Fotopoulos, Athanasios Krystallis

The adoption of different quality assurance schemes, such as the Protected Denomination of Origin/Geographical Indication (PDO/PGI) by the European Union, has been a response to…

The retrospective and the prospective mind and the temporal framing of customer satisfaction

Magnus Söderlund

This study explores the potential for differences and similarities between two ways of conceptualizing customer satisfaction: current customer satisfaction (CCS) and anticipated…

The strategic role of investment banks in the retailer internationalisation process: Is this venture marketing?

Mark Palmer, Barry Quinn

In recent years the scale and scope of retailer internationalisation activity has grown markedly, mainly through increasing levels of cross‐border merger and acquisition activity…

Product‐market positioning and prospector strategy: An analysis of strategic patterns from the resource‐based perspective

Robert E. Morgan, Carolyn A. Strong, Tony McGuinness

Adopts a firm‐level approach and attempts to develop our understanding of the means through which different types of firm compete. Addresses specifically, a lacuna in existing…

Delaying the inevitable?: The effects of “time to think” on responses to innovative concepts

Leigh Morris, Dominic Abrams, Georgina Randsley de Moura, Paula Durlach

Whereas there is general satisfaction with straightforward picture‐board techniques for testing me‐too and brand extension product concepts, there is a widely held belief that…

Approaches to relationship development processes in inter‐firm networks

Gerry Batonda, Chad Perry

This paper examines the dynamics of business networks, that is, how these inter‐organisational networks grow and decline. Three rival theories are investigated: predetermined…

Ethics in consumer choice: a multivariate modelling approach

Deirdre Shaw, Edward Shiu

Research has consistently revealed an increasing demand for “ethical” choices in the global marketplace. However, very little has been published about the decision‐making…

A combined segmentation and demand model for store brands

George Baltas

This paper presents an empirical study on store brand demand and its determinants. A two‐stage model is considered, in which the consumer decides whether to buy store brands, as…