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While a number of research studies have examined the factors determining the extent of use of marketing research information by managers, there is only scant empirical evidence on the link between marketing research activity and company performance. Aims to examine the nature of marketing...
Examines the methods companies have used for setting advertising budgets against the backdrop of the literature (textbooks and journals). Utilizes a checks and balances (triangulation) methodology of survey, personal interviews and case studies to examine in depth the nature, scope and dynamics...
In today′s competitive environment technology plays an important role. Diffusion theory offers useful insights into how to manage and market products based on new technology most effectively. However, the current diffusion model leaves much unsaid with regards to the adoption and diffusion of...
Conventional wisdom suggests that the changes currently sweeping Europe will bring about an increasingly competitive business environment. However, to date, this contention has not been subjected to any rigorous analysis. Uses the Porter model – the well‐known framework for diagnosing the...
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