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The objectives of this article are to explain the importance of company culture and to point to the appropriateness of customer orientation as a method of expressing culture. The article further determines the connection between customer satisfaction and employee satisfaction and points to possible resistance when creating company culture through customer orientation. It further defines the relation between company mission and culture and explains the significance of researching value and researching customer satisfaction as basic preconditions of customer orientation in culture.

This case study investigates attitudes towards delicatessen and speciality food for consumers in the North West region. The speciality food sector has experienced above average industry growth over recent years. The UK market for speciality food and drink was £3.3 billion in 2001, according to market analyst Datamonitor, which predicts sales will grow by 5.5 per cent over the next five years. The heart of the category, the traditional speciality counter, shows clear signs of being seriously under threat. Market forces have put speciality food into a paradoxical situation – growing in response to demand while simultaneously losing traditional small outlets. The traditional speciality counter needs to adapt in order to survive

This case study investigates the possibility of Dairy Crest dairy products entering the German market. The study gives an insight and analyses the company’s internal capabilities as well as its external industrial forces that may influence and direct strategies and tactics. Finally, it presents a suggested possible strategic and tactical marketing approach that could alternatively be used by Dairy Crest in optimising performance when targeting the German market.

Identifying the target audience for hot pot snacks and which factors influence their buyer behaviour is vital information for product developers and manufacturers. The reported market research, undertaken at Manchester Metropolitan University, evaluated the effect of changing lifestyles on the growth of the pot snack market and investigated consumer opinion of pot snacks with particular regard to their nutritional status. A consumer questionnaire was used to measure the opinion of pot snacks and frequency of consumption and influences on the growth of the pot snack market. Existing data on snacking habits, household size, increase of working women and changes in society were reviewed. Conclusions from the work confirm that food choice is multi‐factorial and within the pot snack market there is a variety of reasons determining the demand, each influenced by a variety of extrinsic factors. The findings indicate that frequency of consumption is influenced by knowledge and opinion about the nutritional content of the pot snack product, suggesting that consumers now are demanding health as well as convenience.

“There is no sound reason to believe that there will not be a single global market in air transport”. Those were the words of Sir Colin Marshall, the chairman of British Airways. To give the airline an image of being a global airline, the amount of £60 million had been earmarked. Simultaneously, British Airways Chief Executive Robert (Bob) Ayling wanted the firm to become the best‐managed company in Europe, by the year 2000. This case study assesses how British Airways have gone about achieving this goal.

Few studies have examined technology-enhanced atmospheres for strengthening customer experience and brand engagement in physical store settings. This study builds on the social presence theory to test for the first time the moderating effects of virtual social presence on customer responses, through AR adoption in-store. Our study aims to understand the impact of technology-enhanced in-store atmospherics (TEISAs) with emphasis on AR elements and virtual social presence on customer experience and engagement behaviours (CEBs) in luxury settings.

Hypotheses are developed and a survey using 566 responses were collected using Qualtrics. T-tests, two-way ANOVA and structural equation modelling were used for analysis of CEBs. Moreover, using PLS-SEM, we test whether virtual social presence moderates this relationship in a cross-country context; Britain and China, two of the largest economies for luxury growth.

The findings demonstrate that TEISAs have a positive impact on emotion and perceived value, with virtual social presence moderating this relationship. The cross-cultural comparison results show that the impact of TEISAs on emotion and perceived value is stronger for British than for Chinese millennials.

Our model is the first to incorporate technology into various store atmospherics, to employ virtual social presence as a new moderator, and to provide empirical evidence on the effects of AR on customer experience and CEBs in the real-time luxury retail environment. This study is also the first to consider virtual social presence on social media as a moderating variable.

The purpose of this study is to draw from sustainable social innovation theory and the Consumer styles inventory (CSI) instrument to examine secondhand clothing consumption habits for Russia. The secondhand market is the logical outcome of efforts to adopt resale as a facet of sustainable social innovation, with which to drive sustainable decision-making and socially responsible marketing in the secondhand high-end clothing market. Resale represents the cornerstone of business model innovation (BMi) for the retail sector, offering substantial opportunities for retailers who understand changes in consumption behaviour. More cost-effective and arguably greener, the sale of secondhand clothing is expected to be double the volume of fast fashion by 2030 but it remains an understudied field of research in the literature relating to the fashion industry.

Hypotheses are developed from the existing literature. Survey methodology is used to collect data from 250 Russian consumers in the city of Petersburg. The objective is to test the veracity of CSI shopper orientations, focusing on nascent motivations for high-end branded secondhand clothing, to examine sustainable social innovation and resale in an emerging market.

Four new shopping orientations are identified. Based on the empirical data, the authors suggest that five (out of the original eight CSI shopping orientations) are of internal statistical relevance, and that our new orientations are relevant for not only this market, but for neighbouring Eastern European countries too. The findings reflect postmodern evolution in behavioural motivations for Russian consumers, that can inform retail strategy in terms of BMi consumer for harnessing opportunities offered by sustainable social innovation and resale.

Whilst the CSI has been widely used, research for Eastern Europe is limited. Understanding the shopping orientations for sustainable alternatives to newly produced clothing has theoretical and practical implications for improving circularity, post-war entry strategies and countries facing economic downturn. This study contributes novel insights by examining consumer decision-making and shopping orientations in an emerging market.