When consumers opt for a chatbot instead of a human

26 May 2024

The research conducted by The Ohio State University addresses a significant aspect of consumer behaviour in online shopping: the preference for chatbots over human interaction,…

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Digital multi-sided platforms revolutionize conventional value chains in business-to-business service sales

24 May 2024

The proliferation of digital platforms is increasingly evident in business-to-business (B2B) interactions. These platforms serve as dynamic hubs, facilitating competitiveness enhancement and transactions in the…

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Researchers find that nearly half of B2B startups choose not to market themselves

16 May 2024

Marketing is a pivotal strategy for fostering growth within early-stage business-to-business (B2B) startup firms. However, despite its potential to drive success, many such enterprises opt…

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Craft-based firms can authentically convey their identity, but should avoid overt methods to do so

15 May 2024

Consumers’ strong preference for authenticity, especially in the realm of craft-based firms, is a well-established phenomenon. However, a recent investigation, featured in the Strategic Entrepreneurship…

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What amount are you prepared to spend on a product or service? The answer varies based on the alternatives available to you and the specific circumstances

17 April 2024

A recent study, soon to be published in the Journal of Marketing by researchers at Concordia University and Northwestern University, introduces a novel approach, the…

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Exploring the impact of marketing in evolving health care sectors: A shift from traditional approaches is essential to accommodate emerging participants, functions, and interactions

16 April 2024

In an editorial published by the Journal of Marketing, a group of scholars from Duke University, the University of New South Wales, the University of…

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Greater value in influencer marketing: Prioritise influencers with smaller audiences

15 April 2024

A newly published study in the Journal of Marketing, conducted by researchers from the University of Mannheim, Erasmus University Rotterdam, Reichman University, and the University…

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Marketing research is overly specialized: The necessity for evolution in the discipline to continue generating pertinent, timely insights

14 April 2024

A recent publication in the Journal of Marketing by academics from TU Dortmund University and RWTH Aachen University has sparked a conversation about the trajectory…

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Creating excitement around new products can impact their success

13 April 2024

How companies unveil new products or generate anticipation can significantly impact their success once launched, as evidenced by recent findings from Binghamton University, State University…

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Researchers have devised a novel approach aimed at assisting investors in forecasting the decision-making processes of companies, optimising portfolios, and achieving higher returns

12 April 2024

At the helm of most companies, top management teams are responsible for enhancing shareholder wealth. Any deviation from this objective squarely falls under their purview.…

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The perils of misaligned product co-development agreements and their potential to obstruct innovation within high-tech companies

11 April 2024

A recent study conducted by researchers from Mansoura University and the University of Guelph, soon to be published in the Journal of Marketing, delves into…

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Do companies need to sell expertise, components, or entire systems? This is the primary question that product managers and entrepreneurs must address

27 March 2024

A team of researchers from American University, University of Arizona, University of Texas-Arlington, and Texas Tech University have contributed a significant piece to the Journal…

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