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When do firms invest in offensive and/or defensive marketing?
16 references·4 citing·44 second hopsampled
When do firms invest in offensive and/or defensive marketing? (2008)When do firms invest in offensive and/or …Application of structural equation modeling to evaluate the intention of shippers to use Internet services in liner shipping (2006)Application of structural equ…Turning adversity into advantage: Does proactive marketing during a recession pay off? (2005)Turning adversity into advant…Customer Relationship Dynamics: Service Quality and Customer Loyalty in the Context of Varying Levels of Customer Expertise and Switching Costs (2005)Customer Relationship Dynamic…Business mating: Who chooses and who gets chosen? (2005)Business mating: Who chooses …Building and Sustaining Buyer–Seller Relationships in Mature Industrial Markets (2004)Building and Sustaining Buyer…How Firms Relate to Their Markets: An Empirical Examination of Contemporary Marketing Practices (2002)How Firms Relate to Their Mar…Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior (2002)Applying the Technology Accep…Competitive Pricing Behavior in the Auto Market: A Structural Analysis (2001)Competitive Pricing Behavior …Relationship marketing: An agenda for inquiry (1997)Relationship marketing: An ag…Moving Beyond Dyadic Ties: A Network Theory of Stakeholder Influences (1997)Moving Beyond Dyadic Ties: A …The Relationship Between Customer Complaints to the Firm and Subsequent Exit Behavior (1995)The Relationship Between Cust…Market Orientation: Antecedents and Consequences (1993)Market Orientation: Anteceden…User Acceptance of Computer Technology: A Comparison of Two Theoretical Models (1989)User Acceptance of Computer T…Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology (1989)Perceived Usefulness, Perceiv…Structural equation modeling in practice: A review and recommended two-step approach. (1988)Structural equation modeling …An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment (1988)An Updated Paradigm for Scale…The use of e-commerce applications in Latin America: individual and structural influences during COVID-19 (2025)The use of e-commerce applica…Offensive and Defensive Marketing in Spatial Competition (2018)Offensive and Defensive Marke…Strategic marketing in times of recession versus growth: New Zealand manufacturers (2015)Strategic marketing in times …Factors affecting new product post-adoption behavior in a major US automotive supply chain: an examination of antecedents to technology internalization (2013)Factors affecting new product…Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (1975)Self-efficacy mechanism in human agency. (1982)A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies (2000)User Acceptance of Information Technology: Toward A Unified View1 (2003)A new criterion for assessing discriminant validity in variance-based structural equation modeling (2014)Alternative Ways of Assessing Model Fit (1992)The Commitment-Trust Theory of Relationship Marketing (1994)Multiple versions of markets: Multiplicity and performativity in market practice (2006)Best-Worst Scaling: Theory, Methods and Applications (2015)Adapting the Uppsala model to a modern world: Macro-context and microfoundations (2017)Institutionalized Organizations: Formal Structure as Myth and Ceremony (1977)The Iron Cage Revisited: Institutional Isomorphism and Collective Rationality in Organizational Fields (1983)Economic Action and Social Structure: The Problem of Embeddedness (1985)Stakeholder Influence Strategies (1999)Proactive environmental strategies: a stakeholder management perspective (2002)An organizational theoretic review of green supply chain management literature (2010)Understanding Attitudes and Predicting Social Behavior (1980)Coefficient Alpha and the Internal Structure of Tests (1951)A Paradigm for Developing Better Measures of Marketing Constructs (1979)A Brief Tutorial on the Development of Measures for Use in Survey Questionnaires (1998)Structural Equation Modeling and Regression: Guidelines for Research Practice (2000)A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research (2003)Evaluating Structural Equation Models with Unobservable Variables and Measurement Error (1981)The effects of brand credibility on customer loyalty (2007)The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development (2009)Antecedents of Team Creativity: An Examination of Team Emotional Intelligence, Team Trust and Collaborative Culture (2010)Upper Echelons: The Organization as a Reflection of Its Top Managers (1984)A Conceptual Model of Service Quality and Its Implications for Future Research (1985)Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis (1993)THE ANTECEDENTS, CONSEQUENCES, AND MEDIATING ROLE OF ORGANIZATIONAL AMBIDEXTERITY. (2004)Exploratory Innovation, Exploitative Innovation, and Performance: Effects of Organizational Antecedents and Environmental Moderators (2006)Construct validity in psychological tests. (1955)Review of Psychometric theory (2nd ed.). (1979)Significance tests and goodness of fit in the analysis of covariance structures. (1980)PLS-SEM: Indeed a Silver Bullet (2011)The theory of planned behavior (1991)Trust and TAM in Online Shopping: An Integrated Model1 (2003)Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research (2006)Technology Acceptance Model 3 and a Research Agenda on Interventions (2008)The Discovery of Grounded Theory: Strategies for Qualitative Research. (1968)The Economic Institutions of Capitalism (1987)Alliance Orientation: Conceptualization, Measurement, and Impact on Market Performance (2006)Coping with Problems of Understanding in Interorganizational Relationships: Using Formalization as a Means to Make Sense (2006)A Theories-in-Use Approach to Building Marketing Theory (2019)
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References

  • 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology68,271 cited
  • 1988Structural equation modeling in practice: A review and recommended two-step approach.41,858 cited
  • 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models25,696 cited
  • 1993Market Orientation: Antecedents and Consequences7,032 cited
  • 1988An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment6,290 cited
  • 2002Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior3,203 cited
  • 1997Moving Beyond Dyadic Ties: A Network Theory of Stakeholder Influences2,521 cited
  • 2002How Firms Relate to Their Markets: An Empirical Examination of Contemporary Marketing Practices508 cited
  • 2005Customer Relationship Dynamics: Service Quality and Customer Loyalty in the Context of Varying Levels of Customer Expertise and Switching Costs490 cited
  • 2004Building and Sustaining Buyer–Seller Relationships in Mature Industrial Markets465 cited
  • 2005Turning adversity into advantage: Does proactive marketing during a recession pay off?263 cited
  • 2001Competitive Pricing Behavior in the Auto Market: A Structural Analysis257 cited
  • 2006Application of structural equation modeling to evaluate the intention of shippers to use Internet services in liner shipping175 cited

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2005
Business mating: Who chooses and who gets chosen?
116 cited
  • 1997Relationship marketing: An agenda for inquiry92 cited
  • 1995The Relationship Between Customer Complaints to the Firm and Subsequent Exit Behavior65 cited
  • Cited by

    • 2015Strategic marketing in times of recession versus growth: New Zealand manufacturers18 cited
    • 2013Factors affecting new product post-adoption behavior in a major US automotive supply chain: an examination of antecedents to technology internalization8 cited
    • 2018Offensive and Defensive Marketing in Spatial Competition8 cited
    • 2025The use of e-commerce applications in Latin America: individual and structural influences during COVID-197 cited