Marketing ZFP

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...

Mobile technology and digitalisation put pressure on retailers to engage in omni-channel retailing. However, to avoid cannibalisation and create synergies, channels must differ and provide a unique service offer to the consumer. Indeed, little is...

Managing corporate reputation as a pivotal intangible asset has become a key objective for companies, since corporate reputation leads to a variety of favourable outcomes, amongst oth-ers customer loyalty. However, research on the corporate...