Organizations are beginning to experiment with the use of the “crowd” to complete tasks commonly performed by employees or designated agents. While “crowdsourcing” is growing, we know little about common uses of the crowd and the challenges such initiatives present. Findings from a grounded theory study reveal four common uses by established organizations: productivity, product/service innovati...

IntroductIon The traditional channels of marketing are gradually being transformed by, or assimilated into, the global network represented by the Internet and modern information technology (IT) applications. Unfortunately , in most cases, the current IT systems are not fluid and dynamic enough to cope with ubiquitous customers who can contact the firm through a multitude of communication channe...

1 The financial support by the Flemish Science Foundation (F.W.O.) under grant G.0116.04 is greatly appreciated. We also thank Christine Moorman and Donald Lehmann for their constructive comments on a previous version of the article. 2 INTRODUCTION The question of long-run market response lies at the heart of any marketing strategy that tries to create a sustainable competitive advantage for th...

The introduction of regulated competition in health care in several Western countries confronts health care providing organizations with changing relationships, with their environment and a need for knowledge and skills to analyse and improve their market position. Marketing receives more and more attention, as recent developments in this field of study provide a specific perspective on the rel...

Under increased scrutiny from top management and shareholders, marketing managers feel the need to measure and communicate the impact of their actions on shareholder returns. In particular, how do customer value creation (through product innovation) and customer value communication (through marketing investments) affect stock returns? This article examines, conceptually and empirically, how pro...

Internationalization is a matter of committed decision-making that starts with export marketing, in which an organization tries to diagnose and use opportunities in target markets based on realistic evaluation of internal strengths and weaknesses with analysis of macro and microenvironments in order to gain presence in other countries. A developed model for export and international marketing of...

This study uses a previously validated model to explore the experiences of one large regional US health care payer in its implementation of a corporate data warehouse to support the marketing function via customer relationship management (CRM) applications. The organisation invested significant time and other valuable resources on its data warehouse applications but perceived that the warehouse...

Cloud computing is one of the most important trends in technology innovation but its widespread adoption by individual’s remains unexplored. The main purpose of this paper is to examine behavioural intentions towards cloud computing in an educational setting through the use of social cognitive theory. A survey questionnaire was tested amongst a sample of young consumers to develop an understand...

KM is experiencing the steep downward slope of the “hype cycle” and some organizations are rushing to abandon KM as quickly as they rushed to adopt it. Unfortunately, much of our understanding of what KM can do for organizations is still limited to academic treatises and small pilot studies. Managers therefore realize they must market KM more effectively in order to communicate its potential an...

The present study was focused on supply chain analysis of fresh guava in order to evaluate existing marketing supply chains (SC1: Producer - Consumer, SC2: Producer - Retailer - Consumer, SC3: Producer - Commission agent - Retailer - Consumer, SC4: Producer - Commission agent - Wholesaler - Retailer - Consumer) for two variety (allahabad safeda and apple guava) of guava. The gross marketing pri...