http://link.springer.com/journal/11747/44/3

Editorial

Consumer-based strategy: using multiple methods to generate consumer insights that inform strategy
Rebecca Hamilton

Commentary

The argument for consumer-based strategy papers
Darren W. Dahl

Commentary

In support of consumer-based strategy research
John Deighton

Original Empirical Research

Value co-creation: concept and measurement
Kumar Rakesh Ranjan & Stuart Read

Chicken or egg? Sequential complementarity among salesforce control mechanisms
Stephen K. Kim & Amrit Tiwana

The effects of creativity on advertising wear-in and wear-out
Jiemiao Chen, Xiaojing Yang & Robert E. Smith

Frontline employees’ collaboration in industrial service innovation: routes of co-creation’s effects on new service performance
María Leticia Santos-Vijande, José Ángel López-Sánchez & John Rudd

Linking cause assessment, corporate philanthropy, and corporate reputation
Ilona Szocs, Bodo B. Schlegelmilch, Thomas Rusch & Hamed M. Shamma

Re-conceptualizing cognitive and affective customer–company identification: the role of self-motives and different customer-based outcomes
Jeremy S. Wolter & J. Joseph Cronin

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