Firms often learn about their own capabilities through their products’ successes and failures. This paper explores the interaction between such learning from experience and product strategy in a formal model. We consider a firm that can launch a sequence of products, where each product’s performance depends on the fit between the firm’s capabilities and the product. A successful new product alw...

Extant research on websites success has paid insufficient attention to the success of permission-based email marketing (PEM) websites. In order to bridge this knowledge gap, the contribution of this study lies in synthesizing information management/e-commerce, media/communication, as well as customer/marketing research to propose a PEM websites success model consisting of antecedent (i.e., func...

Purpose – The purpose of this article is to determine the uses of mixed method research designs published in major marketing journals. Design/methodology/approach – This study involved a content analysis of 2,166 articles published between 2003 and 2009 in nine prominent marketing journals. Findings – A total of 34 mixed method studies implemented data-collection procedures sequentially (79 per...