Exploring the impact of strategic emphasis on advertising versus R&D during stock market downturns and upturns
Sign Up to like & getrecommendations! Published in 2019 at "Journal of Business Research"
DOI: 10.1016/j.jbusres.2018.09.018
Abstract: Abstract A strategic emphasis on value appropriation to value creation framework has emerged as a growing area of research. However, whether such emphasis is effective in periods of different market trends remains an unexplored area… read more here.
Keywords: emphasis advertising; emphasis; strategic emphasis; market ... See more keywords
EXPRESS: Shaping Strategy in the Digital Age: The Impact of Consumer eWOM on Firm Strategic Emphasis
Sign Up to like & getrecommendations! Published in 2025 at "Journal of Interactive Marketing"
DOI: 10.1177/10949968251352492
Abstract: This research explores how consumer electronic word of mouth (eWOM) influences a firm’s strategic emphasis, focusing on the distinct effects of positive and negative eWOM on value appropriation (e.g., advertising) versus value creation (e.g., R&D).… read more here.
Keywords: consumer ewom; consumer; strategic emphasis; firm strategic ... See more keywords