Market-Based Assets and Shareholder Value: A Framework for Analysis
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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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Cyclical effects of advertising on hotel sales, risk and return.
TL;DR: In this paper, the authors examined the effects of advertising expenditure on Taiwanese hotel sales and profitability, risk and returns, and found that the relationship between advertising expenditure and occupancy is curvilinear.
The Effects of Entrepreneurial Marketing Practices on the Growth of Hair Salons: A Case Study of Hair Salons in Kiambu Township
Hannah Wambui Mwangi,Henry Bwisa +1 more
TL;DR: In this article, the authors assess the role of EM on the growth of the hair salons in Kiambu township and assess the level of entrepreneurial marketing among the Hair Salons owners.
Journal ArticleDOI
What successful branding looks like: a managerial perspective
TL;DR: In this paper, a survey of 77 managers of domestic and international brands was conducted to compare how different managers of food brands prioritise and evaluate their brands, in relation to a theoretical ideal framework, and found that managers of international brands measure and monitor more intensively than those of domestic brands.
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Resolving uncertainty and creating value from the exercise of e-commerce investment options
Sam Otim,Varun Grover +1 more
TL;DR: This study examines the effect of the resolution of uncertainty on real options exercise decisions with respect to three e‐commerce investment options: scale‐up, stage and joint investment, and the relationship between exercise of these options and firm performance.
The Role of Relational Knowledge Stores in Interfirm Partnering Drawing on the notions of relational capabilities and absorptive capacity, the authors examine the effects of inter- actional, functional, and environmental knowledge stores on relationship quality and relationship portfolio effec- tiveness. The results suggest that the knowledge stores affect the outcome variables differently and that the effects vary by levels of industry turbulence.
TL;DR: In this article, the authors examine the effects of interactional, functional, and environmental knowledge stores on relationship quality and relationship portfolio effectiveness, and suggest that the knowledge stores affect the outcome variables differently and that the effects vary by levels of industry turbulence.
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.