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The incentive dilemma refers to a situation in which incentives are offered but do not work as intended. The authors suggest that, in an interorganizational context, whether a principal-provided incentive works is a function of how it is evaluated by an agent: for its contribution to the agent’s...
This article assesses the financial contribution of marketing capability. In contrast with previous research, which conceptualizes marketing capability as the deployment of marketing resources to achieve sales, this study conceives marketing capability as the deployment of marketing resources to...
Extant research provides valuable knowledge about how firms can satisfy their customers. However, it is unclear how customers themselves contribute to their satisfaction. From a basis in the job demands–resources model, the authors propose a customer demands–resources model. In this model,...
This paper examines consumers’ personal information disclosure behaviors and how consumers emotionally respond to and behaviorally cope with requests for personal data. We show through two experiments that individuals’ felt emotions toward requests for information change based on the disclosure...
Despite the importance of customer value, considerable divergence of opinion exists on how to adequately conceptualize and measure this construct. In this study, four commonly used methods for measuring customer value (i.e., the methods proposed by Dodds et al. (1991), Gale (1994), Holbrook...
Ideally, a product’s price should strike a balance between extracting value for a firm and sharing some of that value with customers. Charging less than what is warranted by a product’s value “leaves money on the table”, but far greater long-run harm to the brand is caused when managers charge...
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