Principles and Principals: Do customer Stewardship and Agency Control Compete or Complement When Shaping Frontline Employee Behavior_
Jeroen Schepers, Tomas Falk, Ko de Ruyter, Ad de Jong, Maik Hammerschmidt
págs. 1-20
The Double/Edged Sword of Foreign Brand Names for Companies from Emerging Countries.
Valentyna Melnyk, Kristina Klein, Franziska Völckner
págs. 21-37
Mapping the Play of Organizational Identity in Foreign Market Adaptation.
Julien Cayla, Lisa Peñaloza
págs. 38-54
How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic.
Markus Giesler
págs. 55-68
Employees' decision making in the Face of Customers' Fuzzy Return Requests.
Sijun Wang, Sharon E. Beatty, Jeanny Liu
págs. 69-86
Creating Major Innovations with Customers: Insights from Small and Young Technology Firms.
Nicole E. Coviello, Richard M. Joseph
págs. 87-104
Beyond the "Like" Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings.
Rebecca Walker Naylor, Cait Poynor Lamberton, Patricia M. West
págs. 105-120
Do Customers and Employees Enjoy Service Participation? Synergistic Effects of Self-and Other-Efficacy.
Chi Kin (Bennett) Yim, Kimmy Wa Chan, Simon S.K. Lam
págs. 121-140
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