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

   • Christian Grönroos
   • Päivi Voima

   Conceptual/Theoretical Paper 14 July 2012 Pages: 133 - 150

   

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

   • Constantinos N. Leonidou
   • Constantine S. Katsikeas
   • Neil A. Morgan

   Original Empirical Research 12 October 2012 Pages: 151 - 170

   

3. 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

   

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

   • Christian Homburg
   • Andreas Fürst
   • Eugen Scheinker

   Original Empirical Research 17 February 2012 Pages: 185 - 205

   

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

   • Rajdeep Grewal
   • Murali Chandrashekaran
   • Girish Mallapragada

   Original Empirical Research 13 December 2011 Pages: 206 - 233

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

   • Son K. Lam
   • Michael Ahearne
   • Niels Schillewaert

   Original Empirical Research 23 February 2012 Pages: 234 - 252

   

7. 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

   Original Empirical Research 16 October 2011 Pages: 253 - 269