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Editorial
–Nigel Piercy & Carolyn Strong []

Generic, genuine, or completely new? Branding strategies to leverage new products
–Kaleel Rahman & Charles S. Areni [] []

Capturing an elusive phenomenon: developing and testing a multiple perspective model of marketing strategy implementation
–Brian David Smith [] []

Brand orientation in small firms: an empirical test of the impact on brand performance
–Saku Hirvonen & Tommi Laukkanen [] []

Sales force management practices in organizations with a supportive climate towards creativity
–Leonidas A. Zampetakis [] []

A taxonomy of mobile phone consumers: insights for marketing managers
–Lukman Aroean & Nina Michaelidou [] []

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