Abstract Kotler popularised the Segmentation, Targeting, Positioning (STP) theory of brand
competition. This theory still dominates marketing textbooks. In this article we show how the …

Emerging market exporting firms in advanced economies must manage a highly dynamic
landscape owing to factors such as changing market needs and fierce competition. Hence …

There has been much discussion and research lately highlighting autonomous commercial
flight, with most of the focus on engineering design and legal issues. Some prior research …

Purpose This paper aims to understand how immigrant entrepreneurs use digital
opportunities to overcome the liability of newness and foreignness and how an immigrant's …

This study investigates the important managerial issue of whether the packaging language
of the Western consumer packaged-food (CPF) products should be adapted for emerging …

This study proposes an alternative approach to the usual cognitive investigation of the
purchasing behaviour for food products by country-of-origin (COO). The new approach is …

To identify the effect of marketing actions on consumer purchasing, analysts must
disentangle the dynamic component of purchasing from expected period-to-period …

Purpose Despite the plethora of scholarship outputs on masculinity showing it as a fertile
research domain, there are noteworthy lacunae on the topic especially in relation to its …

Purpose With the emergence of social media, online influencers have played a major role in
brand marketing. This study aims to examine how Malaysian young adults perceive …

The trends for sustainable lifestyle and marketing motivated natural product consumption,
such as natural skin care products (NSCPs). Different personal, environmental, and …