1. Consumer-based strategy: using multiple methods to generate consumer insights that inform strategy

   • Rebecca Hamilton

   Editorial 22 February 2016 Pages: 281 - 285

2. The argument for consumer-based strategy papers

   • Darren W. Dahl

   Commentary 22 February 2016 Pages: 286 - 287

3. In support of consumer-based strategy research

   • John Deighton

   Commentary 22 February 2016 Pages: 288 - 289

4. Value co-creation: concept and measurement

   • Kumar Rakesh Ranjan
   • Stuart Read

   Original Empirical Research 05 August 2014 Pages: 290 - 315

   

5. Chicken or egg? Sequential complementarity among salesforce control mechanisms

   • Stephen K. Kim
   • Amrit Tiwana

   Original Empirical Research 14 September 2014 Pages: 316 - 333

   

6. The effects of creativity on advertising wear-in and wear-out

   • Jiemiao Chen
   • Xiaojing Yang
   • Robert E. Smith

   Original Empirical Research 21 November 2014 Pages: 334 - 349

   

7. Frontline employees’ collaboration in industrial service innovation: routes of co-creation’s effects on new service performance

   • María Leticia Santos-Vijande
   • José Ángel López-Sánchez
   • John Rudd

   Original Empirical Research Open access 24 May 2015 Pages: 350 - 375

   

8. Linking cause assessment, corporate philanthropy, and corporate reputation

   • Ilona Szőcs
   • Bodo B. Schlegelmilch
   • Hamed M. Shamma

   Original Empirical Research 11 December 2014 Pages: 376 - 396

   

9. Re-conceptualizing cognitive and affective customer–company identification: the role of self-motives and different customer-based outcomes

   • Jeremy S. Wolter
   • J. Joseph Cronin Jr.

   Original Empirical Research 09 January 2015 Pages: 397 - 413