Purpose The purpose of this paper is to contribute to the marketing literature and practice by examining the effect of product pricing on consumer behaviours with regard to the assertiveness and the sentiments expressed in their product reviews. In addition, the paper uses new data collection and machine …

Companies use crowdsourcing to solve specific problems or to search for innovation. By using open innovation platforms, where community members propose ideas, companies can better serve customer needs. So far, it remains unclear which factors influence idea implementation in crowd sourcing context. With …

The purpose of this paper is to study the relationship between changes in relative influence between marketing and R&D and new product performance (NPP). The aim is to theorize and test whether relative influence changes are beneficial for NPP. Design/methodology/approach An international survey was …

The movie industry, like any other cultural industry, is often viewed as highly ambiguous, risky and uncertain. As a part of serving customer’s new preferences and searching for novelty, movie producers sometimes choose to switch and explore a new genre. By examining the sample of 2084 movies (produced …