This article provides an assessment of the state of the field of marketing strategy research
and the outlook. Using institutional theory, the authors develop an organizing framework to …

Women represent the fastest growing group of entrepreneurs today. Despite the enormous
economic contributions of this group, female entrepreneurship remains under-explored and …

Adopted internationally by business schools, MBA programmes and marketing practitioners
alike, The New Strategic Brand Management is simply the reference source for senior …

Adopted internationally by business schools and MBA programmes, this book is the ultimate
resource for senior strategists, positioning professionals and postgraduate students to …

Thousands of companies now recognize that brand names are their most valuable assets,
but too often branding is merely a tactical decision, almost an afterthought. In this thought …

This article reflects upon and updates our prize‐winning paper,'First‐mover
advantages,'which was published in SMJ 10 years ago. We discuss the evolution of the …

Numerous conceptual and empirical studies advance the notion that first movers achieve
long-term competitive advantages. These studies purport to demonstrate the presence of a …

Based upon a recently developed multiattribute generalization of prospect theory's value
function (Tversky and Kahneman 1991), we argue that consumer choice is influenced by the …

The optimal time to enter emerging industries is a key concern in strategy, yet scholars
struggle to create a theoretical foundation that can integrate conflicting empirical findings …

This paper proposes an integrative framework for understanding the process by which a
technology achieves dominance when “battling” against other technological designs. We …