… First, the average variance extracted (AVE) for evaluation and the AVE for utilitarian value exceeded their squared correlation (AVE evaluation = .85; AVE utilitarian value = .698; …
The authors examine preannouncements as strategic marketing communications aimed at influencing the perceptions and attitudes of industry stakeholders. The growth of the Internet …
This study focuses on the dynamic process that governs the impact of market knowledge diffusion on innovation effort and its subsequent effect on firm performance. First, the author …
The purpose of the American Marketing Association is to encourage the development of factual information and the better use of facts in the formulation of marketing policies by …
… of Panagra by both Pan American and Grace, charging that through Panagra they had attempted to monopolize air transportation from the east coast of the United States down the west …
1r ARIES-NI| MartinOur Stated PurposesThe purpose of the American Asso-{e to Mate better" worthTHAT ALL MAY HAVE MORES11 is the heart of a dynamic, free. Ite volatile and free …
Salespeople represent a primary source of competitive intelligence (CI), but the contextual factors that influence the performance impact of salesperson CI quality remain …
Knowledge is a key resource in marketing, and an assumption across literatures is that a firm must prevent valuable knowledge from leaking to competitors. This research develops a …
The authors provide a critical examination of marketing analytics methods by tracing their historical development, examining their applications to structured and unstructured data …
This research challenges the entrenched belief that financial vulnerability affects only low-income consumers. Instead, most consumers across the socioeconomic spectrum experience …