Ausgabe 5/2015
Special Topic Section: Brand and Innovation Interdependency
Inhalt (8 Artikel)
Editorial
Introduction to the special section “Brand and Innovation Interdependency”
Barry Bayus, Tim Oliver Brexendorf, Kevin Lane Keller
Understanding the interplay between brand and innovation management: findings and future research directions
Tim Oliver Brexendorf, Barry Bayus, Kevin Lane Keller
The interplay of innovation, brand, and marketing mix variables in line extensions
Ian Clark S. Sinapuelas, Hui-Ming Deanna Wang, Jonathan D. Bohlmann
Branding access offers: the importance of product brands, ownership status, and spillover effects to parent brands
Christoph Baumeister, Anne Scherer, Florian v. Wangenheim
Reconciling the tension between consistency and relevance: design thinking as a mechanism for brand ambidexterity
Michael B. Beverland, Sarah J. S. Wilner, Pietro Micheli
Original Empirical Research
Virtual interorganizational relationships in business-to-business electronic markets: heterogeneity in the effects of organizational interdependence on relational outcomes
Girish Mallapragada, Rajdeep Grewal, Raj Mehta, Ravi Dharwadkar
Original Empirical Research
Managers’ marketing strategy decision making during performance decline and the moderating influence of incentive pay
Daniel Han Ming Chng, Eric Shih, Matthew S. Rodgers, Xiao-Bing Song
Original Empirical Research
One firm’s loss is another’s gain: capitalizing on other firms’ service failures
Alexis M. Allen, Michael K. Brady, Stacey G. Robinson, Clay M. Voorhees