European Journal of Marketing: Volume 39 Issue 5/6

Government demarketing: different approaches and mixed messages

Anthony P. Wall

To compare three demarketing campaigns.

Market orientation of value chains: A conceptual framework based on four case studies from the food industry

Klaus G. Grunert, Lisbeth Fruensgaard Jeppesen, Kristina Risom Jespersen, Anne‐Mette Sonne, Kåre Hansen, Torbjørn Trondsen, James A. Young

This paper extends the concept of market orientation from the firm to the value chain level and seeks to develop empirically founded propositions on determinants of different…

Measuring risk‐adjusted customer lifetime value and its impact on relationship marketing strategies and shareholder value

Lynette J. Ryals, Simon Knox

The calculations which underlie efforts to balance marketing spending on customer acquisition and customer retention are usually based on either single‐period customer…

Determinants and consequences of ethical behaviour: an empirical study of salespeople

Sergio Román, José Luis Munuera

The main purpose of this research is to gain a clearer understanding of several key determinants and consequences of the ethical behaviour of salespeople.

Customer‐based brand equity in the team sport industry: Operationalization and impact on the economic success of sport teams

Hans H. Bauer, Nicola E. Sauer, Philipp Schmitt

The paper aims to refine existing customer‐based brand equity models for the team sport industry and examine the importance of brand equity in the professional German soccer…

Marketing standardisation: tour operators in the Nordic region

Angela Roper

This paper aims to evaluate the marketing decisions made by European tour operators. It seeks to assess the extent of marketing standardisation/adaptation across and within the…

The roles of xinyong and guanxi in Chinese relationship marketing

T.K.P. Leung, Kee‐hung Lai, Ricky Y.K. Chan, Y.H. Wong

This study incorporates two Chinese cultural variables guanxi (personal relationship) and xinyong (personal trust) with other relational variables that are well defined in the…

Is the seven‐year hitch premature in industrial markets?

Bradley R. Barnes

The paper reports on an exploratory study aimed at analysing a series of independent variables derived from international industrial marketing and channel management literature.

An analysis of quality management in franchise systems

Margarita Fernández Monroy, Lucía Melián Alzola

The purpose of this paper is to provide a conceptual model of behavior in the franchise network from the perspective of quality management.

Measuring transaction‐specific satisfaction in services: Are the measures transferable across cultures?

Cleopatra Veloutsou, G. Ronald Gilbert, Luiz A. Moutinho, Mark M.H. Goode

This study examines the equivalence of the use of a customer satisfaction survey in four culturally divergent contexts.

Market orientation and marketing practice in a developing economy

Paul D. Ellis

The central question of this study is whether the implementation of the marketing concept boosts organizational performance in developing economies. A subsidiary aim is to…

Consequences of market orientation for customers and employees

Carmen Barroso Castro, Enrique Martín Armario, María Elena Sánchez del Río

The present empirical study intends to address a significant topic for business management, such as the influence of market orientation (MO) on the internal and external…

Attributes of information quality of export market assistance: an exploratory study

Kjell Toften, Kirsten Rustad

To explore the perceived attributes of export information quality provided by export assistance sources, in order to provide some guidelines for how these information suppliers…

Pricing objectives over the service life cycle: some empirical evidence

George J. Avlonitis, Kostis A. Indounas, Spiros P. Gounaris

To explore the pricing objectives that service companies pursue along with the extent to which these objectives are influenced by the stage of the services' life cycle.

Entrepreneurship, Context, Vision and Planning

Peter van der Sijde