Volume 41, Issue 2, March 2013

ISSN: 0092-0703 (Print) 1552-7824 (Online)

In this issue (7 articles)

  1. No Access

    Conceptual/Theoretical Paper

    Critical service logic: making sense of value creation and co-creation

    Christian Grönroos, Päivi Voima Pages 133-150
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  2. No Access

    Original Empirical Research

    “Greening” the marketing mix: do firms do it and does it pay off?

    Constantinos N. Leonidou… Pages 151-170
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  3. No Access

    Original Empirical Research

    It’s not easy being green: the effects of attribute tradeoffs on green product preference and choice

    Erik L. Olson Pages 171-184
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  4. No Access

    Original Empirical Research

    Incumbents’ defense strategies: a comparison of deterrence and shakeout strategy based on evolutionary game theory

    Christian Homburg, Andreas Fürst… Pages 185-205
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  5. No Access

    Original Empirical Research

    Environments, unobserved heterogeneity, and the effect of market orientation on outcomes for high-tech firms

    Rajdeep Grewal, Murali Chandrashekaran… Pages 206-233
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  6. No Access

    Original Empirical Research

    Exploring the dynamics of antecedents to consumer–brand identification with a new brand

    Son K. Lam, Michael Ahearne, Ryan Mullins… Pages 234-252
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  7. No Access

    Original Empirical Research

    Perceptions versus performance when managing extensions: new evidence about the role of fit between a parent brand and an extension

    Robert E. Carter, David J. Curry Pages 253-269
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