The marketing firm and co‐creation: The case of co‐creation by LEGO
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DOI: 10.1002/mde.3077
Abstract: This article discusses the marketer and customer co‐creation process within the context of bilateral contingencies. Bilateral contingencies occur when the marketers' behavior is reinforced (and/or punished) by the customers' behavior, whereas the behavior of the… read more here.
Keywords: marketing firm; creation; firm creation; lego ... See more keywords
Entrepreneurial marketing and firm performance: Synthesis and conceptual development
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DOI: 10.1016/j.jbusres.2018.12.035
Abstract: Abstract This study seeks to establish entrepreneurial marketing (EM) as a key construct that positively influences organizational performance. The authors review the evolution of the domain and conceptualization of EM and synthesize the literature that… read more here.
Keywords: marketing firm; marketing; performance; entrepreneurial marketing ... See more keywords
The Marketing Firm and the Consumer Organization: A Comparative Analysis With Special Reference to Charitable Organizations
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DOI: 10.3389/fpsyg.2020.535793
Abstract: The accurate delineation of various forms of business organization requires a comparative analysis of their objectives, functions, and organizational structures. In particular, this paper highlights differences in managerial work between business firms and non-profits exemplified… read more here.
Keywords: consumer; comparative analysis; marketing firm; organization ... See more keywords