European Journal of Marketing: Volume 34 Issue 9/10

Commentary – The value and importance of the small firm to the world economy

John Day

Given the world wide predominance of the small to medium sized enterprise (SME) we should consider whether we need to segment and target our marketing knowledge, practice and…

A systematic procedure for targeting market research

Robert P. Hamlin

Discusses the targeting and reporting of commercial marketing research. The treatment of this critical stage of the research process is severely underrepresented in the academic…

A contingency approach to marketing high technology products

David M. Gardner, Frank Johnson, Moonkyu Lee, Ian Wilkinson

Little conceptual and empirical effort has been directed toward differentiating high technology from low technology products, and identifying effective strategic alternatives for…

Communication flows during financial service innovation

A. Lievens, R.K. Moenaert

Reports on research concerning the role and nature of communication during the innovation process of new financial services. A causal framework has been developed on the…

Is relationship marketing for everyone?

Oliver H.M. Yau, Peter R. McFetridge, Raymond P.M. Chow, Jenny S.Y. Lee, Leo Y.M. Sin, Alan C.B. Tse

Marketing academics and practitioners have been examining the relationship between relationship marketing orientation (RMO) and business performance and yet, to date, there has…

Development of market orientation and competitiveness of Ukrainian firms

Irina Akimova

Recent studies have reflected the need to investigate the development of market orientation in the transitional economies under conditions of economic decline and great systemic…

Consumer ethnocentrism and attitudes toward domestic and foreign products

John J. Watson, Katrina Wright

Investigates the relationship between consumer ethnocentrism and consumer attitudes toward foreign manufactured products in product categories in which domestic alternatives are…

Impact of situational variables and demographic attributes in two seasons on purchase behaviour

Sydney Roslow, Tiger Li, J.A.F. Nicholls

Explores seasonal differences in the purchase behaviour of shoppers in Cyprus. The analysis investigates situational factors and demographic/lifestyle attributes associated with…

Family decision making and coalition patterns

Christina Kwai‐Choi Lee, Brett A. Collins

Although conflict resolution in family decision‐making processes has been a key topic in consumer behaviour research, very few studies have considered the impact of children on…

The effects of technology standards on the structure of the global PC industry

Aysegül Özsomer, S. Tamer Cavusgil

Investigates the effects of technology standards on the changing nature of interdependence between competitors in a global industry. Drawing on the theory of organizational…

Consumers’ country‐of‐origin (COO) perceptions of imported products in a homogenous less‐developed country

Erdener Kaynak, Orsay Kucukemiroglu, Akmal S. Hyder

In recent years, consumers worldwide have been having increased access to a wide variety of products and services from other countries. Furthermore, with advances in satellite…