Edgar Centeno

TL;DR: In this article, the authors used an ethnographic approach to study 15 Mexican families from four urban regions of Mexico with different incomes and found that green behaviors seem to be ingrained in the traditional heritage of savings and frugality rather than based on strong environmental values.

TL;DR: In this paper, the authors examine how brands are built in small-to-medium-sized enterprises (SMEs) and develop a conceptual model of SME brand-building.

TL;DR: In this article, a cluster analysis identifies five segments that differ not only on the intensity, but also the specific type of pro-environmental behavior, and suggests that marketing managers and policymakers should consider different combinations of ecological behaviors and include demographic and attitudinal variables, such as perceived consumer effectiveness and environmental and social values, rather than only focusing on high or low adoption levels of proenvironmental behaviors in general.

TL;DR: In this paper, a conceptual model using a comprehensive management approach that includes market orientation (MO), knowledge management (KM), and perceived relationship investment (PRI) as perceived by customers, which, when available, enhance RQ in an online context.

TL;DR: In this article, the simultaneous effect of Market Orientation (MO) (rather than CO), Knowledge Management (KM), and other organisational factors in order to explain how to implement a successful CRM is analyzed.