http://link.springer.com/journal/13162/5/3

The theoretical foundations of strategic marketing and marketing strategy: foundational premises, R-A theory, three fundamental strategies, and societal welfare
Shelby D. Hunt

Strategic marketing, marketing strategy and market strategy
Rajan Varadarajan

Commentary on Shelby Hunt’s “The theoretical foundations of strategic marketing and marketing strategy: foundational premises, R-A theory, three fundamental strategies, and societal welfare”
Neil A. Morgan

Developing new marketing strategy theory: addressing the limitations of a singular focus on firm financial performance
Sundar Bharadwaj

Retail capability systems
Efua Obeng, John E. Prescott, John Hulland, Robert Gilbert & James Maxham

Knowledge management capabilities of lead firms in innovation ecosystems
Chander Velu

Cultural dynamics and marketing strategies for emerging markets: characterization of group subcultures and consumption preferences
Gregory J. Kivenzor

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