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Marketing capability and the turnaround of financially distressed firms
Financial distress befalls even well-managed firms, many of which find ways to turn around. Hence, it is pertinent to explore how distressed firms...
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Marketing at UNSW Sydney: Building Marketing Capability in Australasia
This paper traces the evolution of the marketing discipline within the University of New South Wales (UNSW) Sydney, the home of Australasia’s...
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Conceptualizing, Measuring, and Managing Marketing Assets: Develo** the Marketing Assets, Communication Focus, and Capability Nexus
Marketing assets are a source of competitive advantage for hospitality and tourism companies and an essential driver of their performance. The...
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Continuing the manifesto conversation: Toward building a renewal capability for the marketing discipline
The six commentaries on Hunt, Madhavaram, and Hatfield (hereafter, HMH, AMS Review ,
2022 , in this issue) and “the manifesto conversation” (hereafter,... -
Entrepreneurial bricolage and marketing capability: contingent roles of market turbulence and strategic flexibility
To explicate the nature of the relationship between entrepreneurial bricolage and marketing capability, this study builds a theoretical framework to...
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Linking Business Owner’s Market Capability and Mobile Marketing Adoption: Experience from Tanzania
The aim of this chapter is to analyze the influence of business owner’s market capabilities on adoption of mobile marketing among tourist enterprises...
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The Effect of Stakeholder’s Pressure on firm Market Performance and the Mediating Role of Corporate Responsibility, Sustainable Supplier Selection, and Marketing Capability
The study of stakeholders' demands on companies and the effects that their pressure can have on the organization has been studied in recent years in...
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Entrepreneurs' competency, marketing innovation, and enterprise growth: uncovering the mediating role of marketing innovation
Despite their large numbers, the vertical growth of micro, small, and medium enterprises (MSMEs) is not readily apparent, even though they have a...
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Seller marketing capability, brand reputation, and consumer journeys on e-commerce platforms
Seller marketing capability and brand reputation are central to firm performance and customer behaviors. However, little is known about how these two...
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Map** the marketing analytics landscape: unveiling the diverse proficiencies in marketing and technical know-how among practitioners
Against the backdrop of the resource-based theory (RBT), this research paper aims to analyze if different types of analytics personnel exist in the...
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The relationship between the quality of big data marketing analytics and marketing agility of firms: the impact of the decision-making role
Against the backdrop of the resource-based and dynamic capabilities view, this paper examines the impact of technology and information quality on...
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Teaching marketing analytics: a pricing case study for quantitative and substantive marketing skills
This article describes a data-driven case study for teaching and assessing students’ skills in marketing analytics, specifically in pricing. This...
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The organizational impact in Kibs companies of certain digital marketing factors: digital capabilities and internet technologies
The concept of digital marketing is currently fragmented due to the emergence of many sub-areas of research. This is motivated by the evolution of...
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Generative AI and Usage in Marketing Classroom
This article examines the role of Generative Artificial Intelligence (GenAI) in the context of marketing education, highlighting its substantial...
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How the metaverse influences marketing and competitive advantage of retailers: predictions and key marketing research priorities
Retail is one of the sectors that Metaverse will strongly implicate. Given the hypothetical convergence of physical and the Metaverse shop**...
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The role of absorptive capacity in the use of digital marketing analytics for effective marketing decisions
According to the literature, companies that use consumer data from digital marketing can have better results than those that do not. However,...
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Digital marketing of nutraceutical and pharmaceutical supplements: marketing ethics and consumer comfort
The article provides the primary material for scholarly discourse in digital marketing science related to online consumer behavior analysis for...
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The role of marketing in new ventures: How marketing activities should be organized in firms’ infancy
Although marketing activities are vital for new ventures (NVs) to ensure growth and survival, previous research is silent on how to organize them in...
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Hey ChatGPT: an examination of ChatGPT prompts in marketing
Marketing is one of the areas where large language models (LLMs) such as ChatGPT have found practical applications. This study examines marketing...
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ChatGPT and marketing: Analyzing public discourse in early Twitter posts
Despite the significant interest generated by the Generative AI model ChatGPT, there is still a lack of understanding regarding its impact on...
