Facilitating the Development of Innovative Competencies and Strategic Marketing Sustainability Commitment

Title Facilitating the Development of Innovative Competencies and Strategic Marketing Sustainability Commitment Author Silvije Jerčinović Classification JEL M31, O31, Q56. Abstract Innovations are the main driving force of enterprise development. Therefore, many enterprises improve their performance on the market through fostering of innovation. Sustainable development must be incorporated into business …

Place of Customer Relationship Building Tools in Relation to the Customer Knowledge Management Model

Title Place of Customer Relationship Building Tools in Relation to the Customer Knowledge Management Model Author Urszula Chrąchol-Barczyk Classification JEL M31, L82, L86. Abstract Building customer relations is a key element of the company’s functioning, focused on maintaining close contact with its customers. The diversity and multiplicity of communication tools …

Consumer Behaviour of “Young Adults” as a Determinant of the Development of Product Innovation

Title Consumer Behaviour of “Young Adults” as a Determinant of the Development of Product Innovation Author Anna Szwajlik Classification JEL M31, D12, D40. Abstract Consumption patterns and related consumer behaviour are changing alongside the development of globalization and computerization processes. These changes force companies to take special care of their …

Childhood Brand Nostalgia, Perceived Self-Continuity and Brand Loyalty

Title Childhood Brand Nostalgia, Perceived Self-Continuity and Brand Loyalty Author Huey Shee Loh, Sanjaya Singh Gaur, Ryan Jiunn-Hoong Lim Classification JEL M31 Abstract Research on retro and nostalgic consumption has gathered much interest in the recent past, but little is known about the role of nostalgia in buffering psychological threats …

Technology Market Dynamics: Fifth Generation Networks and Huawei Market Leadership

Title Technology Market Dynamics: Fifth Generation Networks and Huawei Market Leadership Author Kalyanaram Gurumurthy Classification JEL L10, L96, M31, M38. Abstract The extant research has established that there is a pioneering market share advantage when the product category is successful, and under certain other conditions. This finding has been found …

The Antecedents of the Sources of Value of Mass Customization According to Different Categories of Products: Individual and Contextual Variables

Title The Antecedents of the Sources of Value of Mass Customization According to Different Categories of Products: Individual and Contextual Variables Author Marwa Meddeb, Jean-Louis Moulins Classification JEL M31 Abstract This research has for main goal the identification of the individual variables (involvement product, expertise and perceived risk) and contextual …

Holistic Tourist Experiences in Mature Destinations

Title Holistic Tourist Experiences in Mature Destinations Author Montserrat Crespi-Vallbona, Oscar Mascarilla-Miró Classification JEL Z32, L26, Q01, L3. Abstract Tourism is one of the activities that most urgently requires innovation and creativity to keep its constantly booming. The aim of this paper is to figure out how mature destinations and …

Where to Place an Online Ad: An Eye-Tracking Experiment

Title Where to Place an Online Ad: An Eye-Tracking Experiment Author Daniela Ioniță, Lucian-Florin Onișor Classification JEL C91, D83, L81, M31, M37. Abstract Internet advertising consumes over 100 billion $ globally, therefore it is important to see if those money are well spent. The aim of this article is to …