Shared Value Creation and Marketing

Marketing Alliances , Firm Networks , and Firm Value Creation

Prior research has found that the announcement of marketing alliances tends to produce no effect on firm value creation in a high-tech context. This article reexamines this issue and investigates whether the characteristics of a firm’s network of alliances affect the firm value created from the announcement of a new marketing alliance. The authors investigate whether network centrality, network...

& Christine Moorman Marketing Alliances , Firm Networks , and Firm Value Creation

Prior research has found that the announcement of marketing alliances tends to produce no effect on firm value creation in a high-tech context. This article reexamines this issue and investigates whether the characteristics of a firm’s network of alliances affect the firm value created from the announcement of a new marketing alliance. The authors investigate whether network centrality, network...

Sustainability and Value Creation

Democratizing the New Product Development Process: A New Dimension of Value Creation and Marketing Concept

This paper theoretically examined how key success factors (KSFs) of new product development process, as a new dimension of marketing concept and value creation, could be exploited through learning outside the firm or through customer involvement in key stages of the development process. Such collaborative relationshipthough suffers scholarly neglect in Nigeria, costly and perhaps difficult to a...

ThE PriCE Of a SharEd viSiON: grOuP idENTiTy gOalS aNd ThE SOCial CrEaTiON Of valuE

drawing on theories of shared reality, symbolic self-completion, and social identity, we suggest that group identity can be considered a goal toward which group members strive by seeking out socially recognized identity symbols, such as property that relates to group history. Three studies build on past research to suggest that when group identity goals are strong, people strive to ensure socia...