Journal "Innovative Marketing", #2/2008

Available files

Some papers of the issue are freely available. Please check contents below for hyperlinks pointing to appropriate files. All other issues will be available only for subscribers, see more information about subscribing and single issue purchasing conditions.

#2/2008. English language version is available in PDF format. Please use Adobe Acrobat Reader versions 5.0/6.0 to view and print this file.

Contents of issue

David Corkindale
Towards a business model for commercializing innovative new technology
Bruce A. Babcock, Dermot J. Hayes, John D. Lawrence, Roxanne L. Clemens
Creating a geographically linked collective brand for high-quality beef: A case study
Gregor Gimmy, Mònica Casabayó
Innovation is not a democracy. How consumer concept testing impacts the capability of fast moving consumer goods companies to generate truly innovative products
Tulin Ural
Factors affecting the success of store brands in Turkish retailing market
Devanathan Malmarugan
Ethics as an innovative approach to better internal marketing
Michael D. Clemes, Christopher Gan, Tzu-Hui Kao, Michelle Choong
An empirical analysis of customer satisfaction in international air travel
Fabien Durif, Raoul Graf, Audrey Hamel, Antoine Labbe, Anne-Marie Nadeau
Ethics in marketing: ideology or strategic philanthropy? The case of American Apparel
Rajesh Kumar Srivastava
How experiential marketing can be used to build brands - a case study of two specialty stores