Journal of Business Strategy: Volume 45 Issue 4


Table of contents

Marketing to the sandwich generation: meeting the needs of all family members

Cabrini Pak

This paper aims to propose a framework for marketing to the sandwich generation (SG) shopper, an influential and growing demographic in the marketplace.

Measuring marketing performance: a better model

António Pimenta da Gama

Marketing professionals are under pressure to implement methods and metrics that demonstrate the value of the function. This paper aims to propose a model to measure marketing…

Carbon talk: comparing top brands’ climate change objectives

Valerie McIlvaine, Steven Dahlquist, Kevin Lehnert

Climate change and carbon emissions are top of mind in all facets of society. This study aims to investigate what the world’s top brands are saying about carbon emissions and…


Creativity and commerce: a shifting balance for specialty foods and beverages

Kristina Vaarst Andersen, Morten Münchow

Producers of specialty products that apply nonindustrial production techniques to deliver high quality and authenticity to niche markets define themselves in opposition to…


What every manager should know about pricing

Andreas Hinterhuber

The purpose of this paper is to provide a theoretically rigorous and practically relevant summary of research findings that enables managers to drive sustainable profits…


Decision-making in organizations: should managers use AI?

Anniek Brink, Louis-David Benyayer, Martin Kupp

Prior research has revealed that a large share of managers is reluctant towards the use of artificial intelligence (AI) in decision-making. This aversion can be caused by several…


Rooting for the green: consumers and brand love

Manel Hamouda, Aroua Aissaoui

This study aims to investigate the nature of relationships between consumers and green brands and notably their role in shaping green brand evangelism. More particularly, the…

The leader of the pack: how Chewy became the alpha figure

Art T. Weinstein, Christopher Alegria, Daniela Araujo, Diana Ramirez Carvallo, Luz Helena Cubides, Annmarie Salinas

Chewy, Inc. is a direct-to-consumer seller of pet food and supplies. Their approach involves a deep understanding of pet owners’ needs and behaviors to provide personalized…

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