This paper presents a comprehensive review of recent empirical studies dealing with online
consumer behavior and decision‐making processes. To that end, the paper adapts and …

Despite the fact that positioning is considered by both academics and practitioners to be one
of the key elements of modern marketing management, it is surprising to uncover a general …

Purpose – This paper seeks to focus on the key underpinnings of African culture and its
implications for business marketing practices. Design/methodology/approach – Using Kluckholn …

Tests the relevance of positioning within the domain of business marketing through the
application of a new typology of positioning strategies. The proposed typology is tested in a well‐…

In recent years, increasing attention has been paid to positioning and, more specifically,
positioning of service brands. This is so because of the unique characteristics of services. …

This paper examines microfinance intervention in rural poverty reduction in Ghana by
surveying 100 rural women farmer-entrepreneurs. The findings reveal that microfinance …

Using social identity theory and social capital theory as a backdrop to understand the context
of subsistence marketplaces, this study investigates how rural micro and small businesses …

Purpose The purpose of this paper is to examine the relationship between market orientation,
learning orientation and innovation; and second, assesses the role of innovation, market …

This research examines consumer attitudes towards four sub-types of interactive digital
advertising: internet-based e- and email advertising, and mobile-phone-based SMS- and MMS-…

This study reports the results from a survey of 368 family-owned small to medium size
enterprises (SMEs) with regard to the importance, nature, and extent of succession planning. By …