International journal of research in marketing

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  Año 2015, Vol. 32, Número 3

  • Introduction to the IJRM Special Issue on Marketing and Innovation

    Guilherme (Gui) Liberali, Stefan Stremersch, Roland T. Rust, Eitan Muller

    págs. 235-237

    

  • Advance payment systems: : Paying too much today and being satisfied tomorrow

    Fabian Schulz, Christian Schlereth, Nina Mazar, Bernd Skiera

    • Resumen

    págs. 238-250

    

  • The truth hurts: : How customers may lose from honest advertising

    Praveen K. Kopalle, Donald R. Lehmann

    • Resumen

    págs. 251-262

    

  • Optimal targeting of advertisement for new products with multiple consumer segments

    Vijay Ganesh Hariharan, Debabrata Talukdar, Changhyun Kwon

    • Resumen

    págs. 263-271

    

  • Comparing the incomparable? How consumers judge the price fairness of new products

    Sabine Kuester, Sven Feurer, Monika C. Schuhmacher, Dominik Reinartz

    • Resumen

    págs. 272-283

    

  • Reference quality-based competitive market structure for innovation driven markets

    Wonjoon Kim, Minki Kim

    • Resumen

    págs. 284-296

    

  • Balancing market exploration and market exploitation in product innovation: : A contingency perspective

    Haisu Zhang, Fang Wu, Anna Shaojie Cui

    • Resumen

    págs. 297-308

    

  • Market orientation, knowledge competence, and innovation

    H. Erkan Ozkaya, Cornelia Droge, G. Tomas M. Hult, Roger Calantone, Elif Ozkaya

    • Resumen

    págs. 309-318

    

  • Market orientation and innovation performance: : The moderating roles of firm ownership structures

    Jing Song, Yinghong (Susan) Wei, Rui Wang

    • Resumen

    págs. 319-331