Marketing ZFP

Companies have short lives – most start-ups are no longer in business ten years after their foundation. Numerous studies have investigated the factors that have a life-prolonging effect. What has been ignored so far is the influence of the company...

According to agenda-setting theory, the media determine what we have to think about and how we have to think about it. While there is ample evidence that this holds true in social and political contexts, our analysis advises caution when drawing...

This review offers a framework of consumers’ situational curiosity by integrating research investigating the different stages of stimulating, experiencing, and resolving curiosity. Following this process perspective and focusing on...

In an increasingly digitalized economy, e-commerce firms are known to internationalize with a greater scope than offline firms. However, it is important to analyze how their geographic scope depends on intangible resources acquired over time and...

Consumers are being exposed to an evergrowing number of promotional offers. Therefore, innovative communication measures are required to deliver advertising messages to potential customers effectively. The present work investigates the interaction...

This study emphasizes the interplay between thought experimentation (Felin and Zenger 2009) and actor engagement (Brodie et al. 2019) in the pre-seed phase of the business model design process for new ventures (Snihur and Zott 2020). The review on...