Management behavior and barriers to market orientation in retailing companies

Article Abstract:

Management behavior plays a critical role in the success of service-oriented companies, as they determine the success of market orientation. Results derived from a survey conducted on UK-based food services firms revealed that positive management behaviors tend to elicit improved market orientation. On the other hand, negative behaviors, including political maneuvering and conflicts, tend to undermine the marketing potential of firms. Results further suggest the increased market orientation is likely to result in better vertical organizational communication.

Marketing Management, Methods, Marketing, Food services

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Brand-extension price premiums: the effects of perceived fit and extension product category risk

Article Abstract:

When a company having higher brand equity extends into a new product category, it can generate a price premium in comparison to the other products of low brand equity. The positive correlation between brand-extension price premiums and the perceived fit between the brand and the extension strategy is described.

Management dynamics, Pricing Policy, Analysis, Management, Usage, Pricing, Company business management, Product price, Brand identity

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