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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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Modified Total Interpretive Structural Modeling of Marketing Flexibility Factors for Indian Telecommunications Service Providers
This paper aimed to develop modified total interpretive structural modeling (M-TISM) for marketing flexibility factors in the context of the Indian...
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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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The management of marketing talent
There is very little research on talent management in the marketing discipline. This is despite the significant time and effort that firms allocate...
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Schedule Flexibility
In this chapter, we define flexible work schedule policies and program. We describe the positive and negative consequences related to these...
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Impact of Leader’s Behavioural Flexibility on Intra- and Inter-organizational Governance Flexibility
Governance is an integral part of any business to run and sustain. In the current situation, when there are a lot of uncertainties in the economy,...
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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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Uncertainty marketing tactics: An overview and a unifying framework
Many firms employ marketing tactics, such as surprise boxes, buy-and-reveal deals, random price promotions, and teaser advertisements, in which some...
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Godfather Marketing: offering favors before products
Disruptive shifts in the current environment are engendering uncertainty, radically changing market relationships and consumers’ priorities. This...
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Analytics for all marketing majors: sparking interest in the uninterested
Marketing analytics has an impact on the role of every marketer in some way. However, faculty members often face challenges when recruiting students...
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Out of the fog: fog computing-enabled AI to support smart marketing management
Marketing and consumer research use a variety of data and electronic measurement devices for research, theory-building, and applied decision-making....
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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...
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Talent management in marketing: A framework and agenda for future research
Marketing managers and academics are recognizing a widening gap between contemporary demands of markets and the capabilities of the marketing...
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Impact of Enterprise Flexibility on Firm’s Competitiveness: An Empirical Study of Select Pharmaceutical Firms in India
Progressive firms strive to incorporate flexibility into their processes to survive and achieve competitiveness in a complex uncertain business...
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Entrepreneurial marketing and business performance in SMEs: the mediating role of competitive aggressiveness
This study examines the interplay between entrepreneurial marketing orientation and business performance among SMEs in the services sector, with a...
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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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Marketing Technologies (Martechs)
In this chapter, we will introduce some important emerging technologies which can be applied in marketing and can help gaining competitive advantage....
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Addressing grand challenges through the bottom-up marketing approach: Lessons from subsistence marketplaces and marketplace literacy
We present a bottom-up marketing approach as a pathway to addressing the grand challenge of poverty and inequality for the marketing discipline. We...
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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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Martechs and Digital Marketing+ (Types of Digital Marketing)
This chapter will explore the functions of different martech tools in commonly used forms of digital marketing, such as digital service marketing,...