T
Trond Hammervoll
Researcher at Harstad University College
Publications - 32
Citations - 728
Trond Hammervoll is an academic researcher from Harstad University College. The author has contributed to research in topics: Supply chain & Supply chain management. The author has an hindex of 16, co-authored 32 publications receiving 650 citations.
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Marketing strategy and customer involvement in product development
TL;DR: In this paper, the authors investigated the impact of a firm's marketing strategy on involving customers in new product development, and special attention was paid to three facets of a marketing strategy: product differentiation, competitor orientation and brand profiling emphasis.
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Niche firms and marketing strategy
Kjell Toften,Trond Hammervoll +1 more
TL;DR: In this paper, the authors explore how internationally oriented niche firms define and choose their markets and customers and how they position their products, and thereby add to the limited research knowledge regarding niche marketing.
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Managing interaction for learning and value creation in exchange relationships
TL;DR: In this article, the authors examined the success formulas in three different types of interactions in exchange relationships: unilateral learning, unilateral development, and bilateral learning, and used a partial least squares analysis (PLS) to analyze survey data from 142 exchange relationships in the seafood industry.
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Niche marketing and strategic capabilities: an exploratory study of specialised firms
Kjell Toften,Trond Hammervoll +1 more
TL;DR: In this paper, the authors identify the strategic capabilities of niche firms and discuss the characteristics of what a niche is and what causes it to exist, as well as its characteristics and capabilities.
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Niche marketing research: status and challenges
Kjell Toften,Trond Hammervoll +1 more
TL;DR: In this article, the authors present a review of the status of niche marketing research and provide a basis for further scholarly enhancement and insights for practitioners, as well as a comprehensive review of findings and insights from previous research.