Zobrazeno 1 - 10
of 25
pro vyhledávání: '"Natalia Yannopoulou"'
Autor:
Darren Kelsey, Natalia Yannopoulou, Andrea Whittle, Teresa Heath, Artyom Golossenko, Ana Maria Soares
Publikováno v:
Marketing Theory. 23:141-162
This manuscript theorises the use of heroism in marketing by analysing selected representations of the army hero in contemporary advertising. Adopting the discourse-mythological approach to analyse Jungian archetypes, we focus on three US advertising
Publikováno v:
Journal of Business Research. 152:349-360
Publikováno v:
Journal of Business Research. 144:1103-1120
Publikováno v:
International Marketing Review. 39:509-528
PurposeThe authors combine institutional theory with resource-based theory to explain how emerging market firms (EMFs) manage their technological knowledge capital by venturing into international markets. The authors further explore the contingency e
Publikováno v:
British Journal of Management.
Publikováno v:
International Marketing Review.
PurposeThe article explores how servitization influences firms' foreign market entry mode decisions. This relationship is researched under the contingent effect of macroenvironmental factors in the host country, namely, market attractiveness, institu
Autor:
Klaus Schoefer, Natalia Yannopoulou, Thanos Papadopoulos, Tana Cristina Licsandru, Koblarp Chandrasapth
Publikováno v:
International Marketing Review. 38:900-926
PurposeThe purpose of this study sets out to examine (1) how have conflicts been conceptualized and operationalized within the context of online consumption communities? (2) what are the main conflict management, resolution strategies and frameworks
Drawing on advice response theory and superstitious beliefs, advertising and branding literature, we explore the Thai archetype of good fortune and how it affects business to business (B2B) relationships. With the use of the interpretive qualitative
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::62455dc612ca0dbf9a6c2195cc79e0fb
Publikováno v:
Information systems frontiers : a journal of research and innovation.
Contributed to by the prevalence of digital technology, various cases of new ventures achieve resilience quickly despite experiencing hardship. Growing attention has been devoted to mindfulness-being alert and acting swiftly-to explain recovery. Scho
Publikováno v:
Technological Forecasting and Social Change. 182:121833