Social networking and other new technologies have given rise to the ‘social consumer’, who
now has the means to share reviews and opinions about virtually every kind of product and …

The mobile channel offers an exciting opportunity for marketers—one that most have yet to
fully embrace. One avenue to pursue is the creation of a branded mobile offering, in which the …

What happens when multinational enterprises (MNEs) face competition in their own home
market from imports or through foreign direct investment (FDI)? We provide a differentiated …

This study contributes to the emerging body of research into the influence of foreign competition
on firm scope. Industrial organization economics, the resource‐based view of the firm, …

In today's maturing consumer markets, emphasis is shifting from straightforward sales to a
more holistic approach to customer life cycle management, with a stronger emphasis on how …

For years, the process of devising customer data queries and creating business intelligence
reports has been a lengthy one. That is because the information needed must be pulled …

Media consumers are rushing online in record numbers, and corporate marketers must go
there too. Done right, online marketing holds the promise of higher profits and greater …

Driven by a combination of consumer demand and the development of new information and
communications technology (ICT), the world is rapidly transforming. This process has been …

… The dissertation by Florian Gröne analyzes the impact of foreign … Florian Gröne has put
together data from so many different … Florian Gröne's dissertation delivers not only a substantial …

The following chapter is based on, and follows Hutzschenreuter and Gröne, 2009b. While the
previous chapter provides important additions to the literature on product- and geographic …