Qualitative Market Research: Volume 7 Issue 2

High‐tech corporate branding: lessons for market research in the next decade

Julie Schoenfelder, Phil Harris

Established corporate brand research has two significant weaknesses. The first is the lack of empirically based research behind the theory. The second is the “over‐quantification”…

Internal brand building in multicultural organisations: a roadmap towards action research

Christine Vallaster

In order to ensure consistency in brand management activities, employees need to develop a shared understanding of what their brand stands for. This process receives even greater…

Trust formation in cross‐cultural business‐to‐business relationships

Troy Heffernan

Given the increase in the globalisation of the world's economies, the importance of building successful cross‐cultural business to business partnerships is emerging as a critical…

The influence of information and advice on competitive strategy definition in small‐ and medium‐sized enterprises

G. Ian Burke, Denise G. Jarratt

Although strategy development in large corporations has been well documented, the process of formulating strategy in small firms has not been extensively investigated by…

Applying interactional psychology to salesforce management: a socialization illustration

D. Todd Donavan, Xiang Fang, Neeli Bendapudi, Surendra N. Singh

Modern interactionism asserts that both the P (person) and the E (environment or situation) should be considered simultaneously in predicting attitudes and behaviors. In this…

Agents of change: how young consumers are changing the world of marketing

Ian Spero, Merlin Stone

This paper looks at young adults' relationship with digital media. From a commercial perspective the opportunity to deploy these channels to promote consumer recruitment and…

Dissertations

Editorial

Len Tiu Wright

Book review

Kathy Hamilton