Consumer-based strategy: using multiple methods to generate consumer insights that inform strategy Rebecca Hamilton Editorial 22 February 2016 Pages: 281 - 285
The argument for consumer-based strategy papers Darren W. Dahl Commentary 22 February 2016 Pages: 286 - 287
In support of consumer-based strategy research John Deighton Commentary 22 February 2016 Pages: 288 - 289
Value co-creation: concept and measurement Kumar Rakesh RanjanStuart Read Original Empirical Research 05 August 2014 Pages: 290 - 315
Chicken or egg? Sequential complementarity among salesforce control mechanisms Stephen K. KimAmrit Tiwana Original Empirical Research 14 September 2014 Pages: 316 - 333
The effects of creativity on advertising wear-in and wear-out Jiemiao ChenXiaojing YangRobert E. Smith Original Empirical Research 21 November 2014 Pages: 334 - 349
Frontline employees’ collaboration in industrial service innovation: routes of co-creation’s effects on new service performance María Leticia Santos-VijandeJosé Ángel López-SánchezJohn Rudd Original Empirical Research Open access 24 May 2015 Pages: 350 - 375
Linking cause assessment, corporate philanthropy, and corporate reputation Ilona SzőcsBodo B. SchlegelmilchHamed M. Shamma Original Empirical Research 11 December 2014 Pages: 376 - 396
Re-conceptualizing cognitive and affective customer–company identification: the role of self-motives and different customer-based outcomes Jeremy S. WolterJ. Joseph Cronin Jr. Original Empirical Research 09 January 2015 Pages: 397 - 413