FRONT COVER -- REVIEW OF MARKETING RESEARCH -- COPYRIGHT PAGE -- CONTENTS -- LIST OF CONTRIBUTORS -- EDITORIAL BOARD -- INTRODUCTION: ANALYZING ACCUMULATED KNOWLEDGE AND INFLUENCING THE FUTURE -- PUBLICATION MISSION -- CHAPTERS IN THIS VOLUME -- ASSORTMENT VARIETY: TOO MUCH OF A GOOD THING? -- INTRODUCTION -- REDUCING ACTUAL VARIETY -- STRATEGIES FOR DECREASING PERCEPTIONS OF COMPLEXITY WHILE HOLDING ACTUAL VARIETY CONSTANT -- HOLDING ACTUAL VARIETY CONSTANT AND INCREASING PERCEIVED VARIETY -- CONCLUSION -- NOTES -- REFERENCES -- CONSUMER EXPERIENCE AND EXPERIENTIAL MARKETING: A CRITICAL REVIEW -- EXPERIENCE -- CONCLUSION -- REFERENCES -- CUSTOMER REACTIONS TO CONFLICT MANAGEMENT: A REVIEW AND EMPIRICAL EVIDENCE FROM TWO SERVICE INDUSTRIES -- INTRODUCTION -- CONCEPTUAL FRAMEWORK AND HYPOTHESES -- METHOD -- DISCUSSION -- REFERENCES -- DESIGNING AND PRICING DIGITAL CONTENT PRODUCTS AND SERVICES: A RESEARCH REVIEW -- INTRODUCTION -- PRICING AND POSITIONING -- DESIGNING FORMATS -- DESIGNING DIGITAL SAMPLES -- IMPLICATIONS AND FUTURE RESEARCH -- REFERENCES -- ALL SIGNALS ARE NOT CREATED EQUAL: MANAGERS' CHOICE OF SIGNAL UNDER INFORMATION ASYMMETRY IN COMPETITIVE MARKETS -- INTRODUCTION -- CONCEPTUAL FRAMEWORK -- METHODOLOGY, ANALYSIS, AND RESULTS -- GENERAL DISCUSSION -- ACKNOWLEDGMENT -- NOTES -- REFERENCES -- APPENDIX 1 - MODEL IMPLICATION -- APPENDIX 2A: STUDY I - SAMPLE STIMULI -- THEY SPEND 20 MILLION ON ADVERTISING -- APPENDIX 2B: STUDY II - SAMPLE STIMULI -- NATION EQUITY: INTEGRATING THE MULTIPLE DIMENSIONS OF COUNTRY OF ORIGIN EFFECTS -- INTRODUCTION -- EXTANT RESEARCH ON NATION EQUITY -- GAPS AND ISSUES IN EXTANT COUNTRY OF ORIGIN RESEARCH -- NATION EQUITY: INTEGRATIVE FRAMEWORK ON COUNTRY OF ORIGIN EFFECT -- FUTURE TRENDS ON THE COUNTRY OF ORIGIN RESEARCH -- ACKNOWLEDGMENTS -- REFERENCES.

HOW EMERGING MARKETS ARE RESHAPING THE INNOVATION ARCHITECTURE OF GLOBAL FIRMS -- FACTORS DRIVING CHANGES IN INNOVATION ARCHITECTURE OF GLOBAL FIRMS -- HOW INNOVATIONS IN EMERGING MARKETS ARE DIFFERENT -- HOW INNOVATIONS IN AN EMERGING MARKET TRANSCEND COUNTRIES -- THINKING STRATEGICALLY ABOUT HOW TO LEVERAGE EMERGING MARKET INNOVATIONS -- CONSEQUENCES OF RESHAPING GLOBAL INNOVATION ARCHITECTURE -- IMPLICATIONS FOR ALLOCATION OF INNOVATION AND MARKETING RESOURCES -- CONCLUSION -- REFERENCES -- AN INTRODUCTION TO AUDIO AND VISUAL RESEARCH AND APPLICATIONS IN MARKETING -- INTRODUCTION -- DATA -- RESEARCH METHODS -- OVERVIEW OF APPLICATIONS -- AUDIO/VISUAL DATA IN RESEARCH IN MARKETING AND RELATED BUSINESS FIELDS -- CONCLUSION -- ACKNOWLEDGMENT -- NOTES -- REFERENCES -- MEASURING VALUE-IN-CONTEXT FROM A SERVICE-DOMINANT LOGIC'S PERSPECTIVE -- INTRODUCTION -- VALUE-IN-CONTEXT -- DIMENSIONS OF VALUE-IN-CONTEXT EXPERIENCED BY AN ACTOR -- THE VALCONRIA MODEL -- RESULTS AND VALIDATION -- DISCUSSION -- NOTE -- REFERENCES -- APPENDIX: VALCONRIA QUESTIONNAIRE ITEMS AND INTERPRETATIONS -- PREVIOUS VOLUME CONTENTS.