The effects of subsidiary’s leadership and entrepreneurship on international marketing knowledge transfer and new product development
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DOI: 10.1016/j.ibusrev.2021.101928
Abstract: Abstract This study investigates the role of a strong subsidiary leadership and entrepreneurial culture in the promotion of marketing knowledge inflows. We further examine their consequences on the subsidiary’s ability to develop new products when… read more here.
Keywords: knowledge; marketing knowledge; subsidiary leadership;
Actionable marketing knowledge: A close reading of representation, knowledge and action in market research
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DOI: 10.1016/j.indmarman.2017.08.005
Abstract: Abstract This paper conceptualizes the notion of actionable marketing knowledge by investigating how market researchers produce and justify actionable recommendations for their clients. We build upon the market practices approach, as well as a close… read more here.
Keywords: marketing knowledge; knowledge; actionable marketing; close reading ... See more keywords
EXPRESS: Rethinking Marketing Knowledge Protection: Hidden Costs and Uncertain Benefits
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DOI: 10.1177/00222429251408341
Abstract: Knowledge is a key resource in marketing and an assumption across literatures is that a firm must prevent valuable knowledge from leaking to competitors. This research develops a theoretical framework that calls for rethinking this… read more here.
Keywords: protection; hidden costs; knowledge; marketing knowledge ... See more keywords