Market-Based Assets and Shareholder Value: A Framework for Analysis
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TLDR
The authors developed a conceptual framework of the marketing-finance interface and discussed its implications for the theory and practice of marketing, and proposed that marketing is concern, concern, and concern.Citations
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Decision Models for Customer Relationship Management (CRM)
TL;DR: In this article, the authors provide an integrated, structured overview of some key issues prevalent in academic CRM thinking and identify some aspects of CRM that require new models or extensions.
Journal ArticleDOI
Corporate brand name changes and business restructuring: is the relationship complementary or substitutive?
TL;DR: In this paper, the authors test a framework that delineates the informational relationship between corporate name changes and business restructuring initiatives and find that the information complementarity arises because corporate brand name changes resolve uncertainty and help in coordinating business restructuring efforts.
Journal ArticleDOI
Exploration and exploitation across three resource classes: Market/customer intelligence, brands/bonds and technologies/processes
TL;DR: In this paper, the authors explicitly examine exploration and exploitation related to customers and markets, and explain the logic of exploration-exploitation with respect to two market-related resource classes, the firm's knowledge of markets and customers (market/customer intelligence) and market actors' knowledge of and bonds to the firm (brands/bonds) as viewed in combination with the resource class of technologies, processes, and products.
Journal ArticleDOI
Duration of advertising effect: considering franchising in the restaurant industry.
TL;DR: In this article, the authors investigated how long advertising costs function to increase sales and intangible value in association with franchising in the restaurant industry and found that advertising expenditures had a positive short-term effect on sales growth, whereas advertising did not significantly impact sales growth in the long run.
Journal ArticleDOI
The paradigmatic pitfalls of customer-centric marketing
Phil Osborne,David Ballantyne +1 more
TL;DR: The authors argue that despite customer-centric intent, marketing theory remains trapped in a firm-centric paradigm, and that new directions of inquiry are needed, and offer suggestions that might allow marketing the means to break free from its enduring, firmcentric paradigmatic trap.
References
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Book ChapterDOI
Firm Resources and Sustained Competitive Advantage
TL;DR: In this article, the authors examined the link between firm resources and sustained competitive advantage and analyzed the potential of several firm resources for generating sustained competitive advantages, including value, rareness, imitability, and substitutability.
Book
The Knowledge Creating Company
TL;DR: The Japanese companies, masters of manufacturing, have also been leaders in the creation, management, and use of knowledge-especially the tacit and often subjective insights, intuitions, and ideas of employees as discussed by the authors.
Journal ArticleDOI
The fifth discipline - the art and practice of the learning organization
TL;DR: Senge's Fifth Discipline is a set of principles for building a "learning organization" as discussed by the authors, where people expand their capacity to create the results they truly desire, where new and expansive patterns of thinking are nutured, where collective aspiration is set free, and where people are contually learning together.
Book
The balanced scorecard : measures that drive performance
Robert S. Kaplan,David P. Norton +1 more
TL;DR: A "balanced scorecard" is developed, a new performance measurement system that gives top managers a fast but comprehensive view of the business and complements those financial measures with three sets of operational measures having to do with customer satisfaction, internal processes, and the organization's ability to learn and improve.
Journal ArticleDOI
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.