Critical service logic: making sense of value creation and co-creation Christian GrönroosPäivi Voima Conceptual/Theoretical Paper 14 July 2012 Pages: 133 - 150
“Greening” the marketing mix: do firms do it and does it pay off? Constantinos N. LeonidouConstantine S. KatsikeasNeil A. Morgan Original Empirical Research 12 October 2012 Pages: 151 - 170
It’s not easy being green: the effects of attribute tradeoffs on green product preference and choice Erik L. Olson Original Empirical Research 30 May 2012 Pages: 171 - 184
Incumbents’ defense strategies: a comparison of deterrence and shakeout strategy based on evolutionary game theory Christian HomburgAndreas FürstEugen Scheinker Original Empirical Research 17 February 2012 Pages: 185 - 205
Environments, unobserved heterogeneity, and the effect of market orientation on outcomes for high-tech firms Rajdeep GrewalMurali ChandrashekaranGirish Mallapragada Original Empirical Research 13 December 2011 Pages: 206 - 233
Exploring the dynamics of antecedents to consumer–brand identification with a new brand Son K. LamMichael AhearneNiels Schillewaert Original Empirical Research 23 February 2012 Pages: 234 - 252
Perceptions versus performance when managing extensions: new evidence about the role of fit between a parent brand and an extension Robert E. CarterDavid J. Curry Original Empirical Research 16 October 2011 Pages: 253 - 269