Critical service logic: making sense of value creation and co-creation
–Christian Grönroos & Päivi Voima [Publisher] [Google Scholar]

“Greening” the marketing mix: do firms do it and does it pay off?
–Constantinos N. Leonidou, Constantine S. Katsikeas & Neil A. Morgan [Publisher] [Google Scholar]

It’s not easy being green: the effects of attribute tradeoffs on green product preference and choice
–Erik L. Olson [Publisher] [Google Scholar]

Incumbents’ defense strategies: a comparison of deterrence and shakeout strategy based on evolutionary game theory
–Christian Homburg, Andreas Fürst, Thomas Ehrmann & Eugen Scheinker [Publisher] [Google Scholar]

Environments, unobserved heterogeneity, and the effect of market orientation on outcomes for high-tech firms
–Rajdeep Grewal, Murali Chandrashekaran, Jean L. Johnson & Girish Mallapragada [Publisher] [Google Scholar]

Exploring the dynamics of antecedents to consumer–brand identification with a new brand
–Son K. Lam, Michael Ahearne, Ryan Mullins, Babak Hayati & Niels Schillewaert [Publisher] [Google Scholar]

Perceptions versus performance when managing extensions: new evidence about the role of fit between a parent brand and an extension
–Robert E. Carter & David J. Curry [Publisher] [Google Scholar]

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