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Full-Text Articles in Business
The Consequences Of Business Model Innovation On Market Orientation And Stakeholder Orientation In Disruptive Firms, Zach Moore
Association of Marketing Theory and Practice Proceedings 2018
Disruption is the new paradigm of business. Nearly a day goes by without the popular business press heralding a new “disruptor” that has come to lay waste to the existing industrial landscape and radically alter the way in which humanity will live. While this may seem like hyperbole, it is not entirely without merit. The past few decades have seen a tremendous growth of innovations that have caused widespread changes in the ways firms do business. As such, it is essential to understand the antecedents and consequences of innovation and disruption on firms.
In the taxonomy of innovation, there are …
Internal Services Brand Orientation: Comparing The Perspectives Of Managers, Employees, And Customers, Ceren Ekebas-Turedi, Musa Pinar, Paul Trapp, Tulay Girard
Internal Services Brand Orientation: Comparing The Perspectives Of Managers, Employees, And Customers, Ceren Ekebas-Turedi, Musa Pinar, Paul Trapp, Tulay Girard
Association of Marketing Theory and Practice Proceedings 2018
Brand orientation plays an important role in creating competitive advantage. The success of a brand depends on the extent of the harmony between managerially advocated brand orientation, effective implementation of the brand orientation by staff, and appreciation of the brand orientation by customers. This requires brand orientation to be implemented during each touch point of the service delivery process, as the delivery of the brand is experienced by consumers in a process of co-creation with the service provider.
To have a successful brand orientation, it is necessary to examine the perceptions of management, contact personnel, and consumers to discover if …