Pierre Berthon

TL;DR: In this paper, the authors propose five axioms: (1) social media are always a function of the technology, culture, and government of a particular country or context; (2) local events rarely remain local; (3) global events are likely to be (re)interpreted locally; (4) creative consumers’ actions and creations are also dependent on technology; and (5) technology is historically dependent.

TL;DR: The internal marketing concept specifies that an organisation's employees are its first market as discussed by the authors, and the internal marketing concepts have recently entered the marketing lexicon, such as internal advertising and internal branding.

TL;DR: The authors explores the value dimensionality of luxury brands, differentiates among different types of brands, and proposes a typology to help firms understand the managerial implications and challenges of each type.

TL;DR: In this article, the authors introduce several new concepts that lay the conceptual foundation for thinking about next-generation marketing based on ubiquitous networks and propose that the keys to managing network-driven firms are the concepts of u-space and attention analysis, with a research agenda identified for scholars and managerial implications recognized for practitioners.

TL;DR: In this article, a central tension in management, the relationship between customers and innovation, is discussed and a model that provides an inclusive paradigm of different strategies that firms have used to resolve the tension is presented.