The relationship between business orientations and brand performance
Purpose
The purpose of this paper is to adopt a customer‐centric value creation perspective to provide insights into the contribution of business orientations, especially marketing...
Examining the Firm’s Value Creation Process
Abstract
The primary pursuit of any business is to understand what customers value and to create that value for them. While customers are the final...
Achieving customer satisfaction in services firms via branding capability and customer empowerment
Purpose
The goal of this paper is to investigate how market sensing (market orientation) and customer linking capabilities (service branding and customer empowerment capabilities) enable...
Value creation architecture and engineering
Purpose
The purpose of this paper is to develop a conceptual framework for a value creation business (VCB) model. It seeks to unlock two essential...
Creating value offerings via operant resource-based capabilities
Abstract
There is growing recognition that leveraging firm resources appears to be an essential precondition for securing a competitive position in the marketplace and also...
Market orientation versus innovative culture: two routes to superior brand performance
Purpose
The paper aims at providing insights into how market orientation and organisational culture together contribute to brand performance, shedding light on the nexus between...
Balancing external adaptation and internal effectiveness – Achieving better brand performance
Abstract
A long running debate in the marketing literature has focused on whether firm performance is driven primarily by competitive intensity or firm characteristics. This...
