European Journal of Marketing: Volume 37 Issue 3/4

Examining firm and environmental influences on export marketing mix strategy and export performance of Australian exporters

This study examines the impact of specific firm characteristics, environmental characteristics and marketing mix strategy on export marketing performance. Data were gathered via a…

Should marketing managers be concerned about attitudes towards marketing and consumerism in New Zealand? A longitudinal view

New Zealand has gone through a radical metamorphosis since free market economics were introduced in the mid‐1980s. Marketing managers are particularly interested in the views of…

Exploring the role of market learning capability in competitive strategy

It has been argued that a firm's capacity to learn from its market is a source of both innovation and competitive advantage. However, past research has failed to conceptualize…

Strategic marketing planning: a grounded investigation

Using grounded theory, the authors present an inductive model of strategic marketing planning (SMP) which extends the domain of the marketing planning literature. Based on a field…

The alternative classification scheme in the Asian context

This paper essentially shows how a recently‐developed model called the alternative classification scheme (ACS) may be used in the context of the newly‐industrializing economies…

Marketing planning, market orientation and business performance

This study examines the relationships between marketing planning, market orientation and business performance. We explore conceptually how linking the behaviours of marketing…

An evaluation of typologies of marketplace strategic actions: The structure of Australian top management perceptions

An evaluation of executive perceptions of strategic typologies is presented in the Australian context. Specifically, four strategic typologies (growth versus retrenchment, the…

The effects of market orientation on trust and commitment: The case of the sponsorship business‐to‐business relationship

There is little empirical research that examines the effects of marketing orientation on the two most important relationship marketing concepts, namely trust and commitment. In…

Australian marketing managers’ perceptions of the Internet: A quasi‐longitudinal perspective

The Internet is playing an increasingly important role in the marketing activities of organisations across a wide range of industries. While the opportunities afforded by this…

Beyond market orientation: Knowledge management and the innovativeness of New Zealand firms

Knowledge is seen as a critical resource, with both tangible and intangible attributes. Effective knowledge management is emerging as an important concept that enables all the…

Servicing customers directly: Mobile franchising arrangements in Australia

This paper analyses operational differences between mobile franchising arrangements and fixed‐site franchises from an agency‐theoretic perspective. Almost 40 per cent of all…

Strategic Internet Marketing