David Shipley

TL;DR: In this paper, the authors examine the image effects generated and transferred by different categories of sponsorship such as sports, arts and the environment and test if such differentiation by sponsorship category may provide a useful guide to practitioners.

TL;DR: In this paper, Narver and Slater (Narver, J.C., and Slater, S.F.) show that the adoption of a market orientation is equally applicable in transition as in Western economies and that other business orientations may coexist with market orientation creating a richer and more complex set or organizational drivers.

TL;DR: In this paper, the authors introduce the concept of the pricing wheel that is a multistage process for effective price management, which provides a systematic means for analyzing and incorporating into decision making the strategic role of price, pricing objectives, the plethora of internal and external pricing determinants, pricing strategy, pricing technique, and the necessary implementation and control procedures.

TL;DR: In this paper, the authors developed and tested ten propositions concerning the perceived importance of brand names, the incidence of brand name usage, brand-name strategies, brand naming processes, and managerial commitment to brand naming.

TL;DR: This article examined the impact of foreign direct investment on the marketing resources and capabilities of firms in Hungary and developed a theoretical explanation of host firm motives through the resource-based theory of the firm, proposing that host firms seek resources from their investors that can then be deployed to create competitive advantage over rivals in the domestic market.