Customer experience is heralded as the competitive battleground; however, it is defined so broadly that companies often struggle to define, implement, and measure it. Based on the experiences of the Royal Bank of Scotland, ...

Based upon an empirical study of CSR programmes across a number of multinational companies, we explore some of the underlying reasons why CSR seems to have a low impact on business decision-making through a validated ...

Based upon an empirical study of CSR programmes across a number of multinational companies, we explore some of the underlying reasons why CSR seems to have a low impact on business decision-making through a validated ...

The purpose of this paper is to illustrate the practical application of dynamic capabilities theory to improve investment decisions in customer relationship management (CRM). Design/methodology/approach – Action research ...

CRM practices are being adopted in most industry sectors to build stronger relationships with customers in order to develop superior customer value and increase shareholder value. This article questions the basis upon ...

A growing body of literature documents the important role played by moral outrage or moral anger in stakeholders’ reactions to cases of corporate social irresponsibility. Existing research focuses more on the consequences ...

This case describes a strategic marketing dilemma facing Tayo Aderinokun, the cofounder and managing director (CEO) of the highly successful Guaranty Trust Bank (GTBank) of Nigeria. In its initial 15 years, GTBank has ...

An empirical study is reported which attempts both to improve marketing practice whilst developing key aspects of marketing and resource-based theory. The thesis describes how firms can develop marketing competencies to ...

As university public funding diminishes so the need for private funding increases commensurately. We investigate how a purposive sample of 16 professional university fundraisers in Canada successfully secured large (>$5m ...

The intent of this thesis is to understand Data Mining technique effectiveness in both shallow (RFM variable only) and expanded data environments. The thesis addresses two specific gaps in research: (1) the relationship ...