Table of Contents
Table of Contents
Preface
Chapter 1. Dual Perspectives on the Role of Market Orientation in New Product Development
(Jean L. Johnson and Babu John Mariadoss, Department of Marketing, Washington State University, Pullman, WA, US)
Chapter 2. Product Orientation to Solution Orientation: A Journey
(Deva Rangarajan and Caroline Baert, Associate Professor in Marketing, College of Business, Ball State University, Whitinger, Muncie, IN US, and others)
Chapter 3. Envisioning the Marketing Discipline in the Twenty-First Century: A View from Subsistence Marketplaces
(Madhu Viswanathan and Roland Gau, University of Illinois, Urbana-Champaign, Champaign, IL, US, and others)
Chapter 4. The Strategic Value of Culture: An Integrative Framework for the Role of Organizational Culture in Marketing Strategy
(Brandon M. Gustafson and Nadia Pomirleanu, Management and Marketing Department, Oakland University, Rochester, MI, US, and others)
Chapter 5. Rebranding: Review, Conceptualization, and Research Propositions
(Richie L. Liu, David E. Sprott, Jeff Joireman and Eric R. Spangenberg, School of Marketing and International Business, Oklahoma State University, Stillwater, OK, US, and others)
Chapter 6. Growing by Divesting: A Multi-Theory Perspective on the Divestiture Behaviors of Conglomerate Diversified Firms
(Rajan Varadarajan, J. Chris White and Satish Jayachandran, Department of Marketing, Texas A&M University, College Station, TX, US, and others)
Chapter 7. Organizational Improvisation, Market Orientation, and Performance Implications in Varying Industry Conditions
(Kelly D. Martin, Jean L. Johnson and Amit Saini, Department of Marketing, Colorado State University
Fort Collins, CO, US, and others)
Chapter 8. Product Line Technology Strategies and Firm Survival in High-Technology Environments
(Kumar R. Sarangee, Associate Professor in Marketing, Santa Clara University, Santa Clara, CA, US)
Chapter 9. The Effects of Community-Based New Product Development Strategies on Project Performance
(Tanya [Ya] Tang, Gregory J. Fisher and Eric [Er] Fang, Marketing Department, Isenberg School of Management, University of Massachusetts, Amherst, MA, US, and others)
Index
