Christine Vallaster

Christine Vallaster habilitated from the University of Innsbruck evaluating the research question on how to align enterprises to their corporate brand. The focus of this cumulative work was on corporate structures as well as the role of top management, which is considered a factor for generating brand supportive employer behavior.

Her research work was supported over the past years by the Alexander von Humboldt-Stiftung as well as the Deutschen Forschungsgemeinschaft (DFG) and her scientific contributions were published in magazines and journals such as the Journal of World Business, Journal of Business Research, Industrial Marketing Management, California Management Review, European Journal of Management, Journal of Marketing management or Qualitative Research: An International Journal.

Christine Vallaster often writes reports for practically oriented magazines, such as the Harvard Business Manager. Besides being a university lecturer, she is also working as a consultant in the field of strategic brand projects, for both national and international enterprises.

[Courses and focus]

At MBS:  Lecturer for Research Design in Business and Management

Programs:  [Doctor of Business Administration]

Topics of expertise:  Brand Management , Marketing & Business Strategy, CSR

Publications

Double-blind refereed Journals:

1. Vallaster, C., Zenker, S. and von Wallpach, S. (2017 - forthcoming), “The Interplay between Public Policies and Grass-root development during city brand co-creation: Insights from the Munich refugee crisis”, Cities, Impact Factor: 2.449, DOI: 10.1016/j.cities.2017.07.013.
2. Vallaster, C. (2017), “Managing a Company Crisis Through Strategic Corporate Social Responsibility: A Practice-based Analysis”, Corporate Social Responsibility and Environmental Management, Impact Factor: 2.647.
3. Vallaster, C. and Czinkota, M. (2016), “Brand orientation in a culturally-diverse environment – Insights form structuration theory”, International Journal of Enterpreneurial Venturing. Rank B according to VHB.
4. Vallaster, C. and von Wallpach, S. (2013), “An online discursive inquiry into multi-stakeholder corporate brand meaning co-creation”, Journal of Business Research, 66: 1505–1515. 5-Year Impact Factor: 2.203.
5. Vallaster, C. et al. (2013), “The Impact of Corporate Brand Authenticity on Brand Trust and SME Growth: A CEO Perspective”, Journal of World Business, 48 (3), 340 – 348. 5-Year Impact Factor: 3.330.
6. Vallaster, C. and Lindgreen, A. (2013), “The Role of Social Interactions in Building Internal Corporate Brands: Implications for Sustainability”, Journal of World Business, 48 (3), 297–310. 5-Year Impact Factor: 3.330.
7. Vallaster, C. and Mühlbacher, H. (2012), “Strategy-as-practice: What Social Representation Theory can Contribute to Account for the Dynamic Forces Involved in Strategy Formation ", DBW, 72 (5): 393 – 405. Impact Factor: 1.31.
8. Vallaster, C., Lindgreen, A. and F. Maon (2012), “Strategically Leveraging Corporate Social Responsibility to the Benefit of Company and Society: A Corporate Branding Perspective“, California Management Review, 54 (3), 34 – 60. (this article is amongst the top 10 most downloaded articles within the past 16 months; 5- Year Impact Factor: 2.554.
9. Vallaster, C. and Lindgreen, A. (2011), “Corporate Brand Strategy Formation: Brand Actors and the Situational Context for a Business-to-Business Brand”, Industrial Marketing Management, 40 (7), 1133- 1143. Impact Factor: 2.376.
10. Vallaster, C. and Kraus, S. (2011), “Entrepreneurial Branding: Growth and its Implications for Brand Management”, International Journal of Entrepreneurship and Small Business (IJESB), 14 (3), 369–390.
11. Vallaster, C. (2010), “Corporate Branding von Start-Ups - der erfolgreiche Aufbau der Unternehmensmarke“, ZfKE - Zeitschrift für KMU und Entrepreneurship, 58 (4), 329 – 335.
12. Fisher-Buttinger, C. and Vallaster, C. (2009), “Spielregeln für die Interaktion von Online Communities zur Stärkung der Marke“, Marketing goes Viral, Marketing Review St. Gallen, 1, 29 – 33.
13. Jones, M., Spence, M. and Vallaster, C. (2008) “Creating Emotions via B2C Websites”, Business Horizons, 51 (5), Sep – Oct, 419 - 428. Impact Factor: 1.416.
14. Vallaster, C. (2007), “Markenbildung nach innen: Der Beitrag von Mitarbeiter-auswahlprozessen beim Aufbau einer Unternehmensmarkenidentität – eine strukturations-theoretische Analyse”, Marketing ZfP,29 (4), 263–276. VHB Ranking B.
15. Vallaster, C. and de Chernatony, L. (2006), “Internal brand building and structuration: the role of leadership“, European Journal of Marketing, 40 (7/8), 761 - 784.
16. Vallaster, C. and Hasenoehrl, S. (2006), “Assessing new product potential in an international context: Lessons learned in Thailand”, Journal of Consumer Marketing, 23 (2), 67 – 76.
17. Rode, V. and Vallaster, C. (2005), “Corporate branding for start-ups: The crucial role of entrepreneurs”, Corporate Reputation Review, 8 (2), 121 - 135.
18. Vallaster, C. (2005), “Cultural diversity and its impact on social interactive processes: Implications from an empirical study”, International Journal of Cross-Cultural Management, 5 (2), 139 - 163.
19. Vallaster, C. and de Chernatony, L. (2005), “Internationalisation of services brands: The role of leadership during the internal brand building process”, Journal of Marketing Management, 21 (1-2), 181 – 203.
20. Vallaster, C. (2004), “Internal Brand Building in Multicultural Organizations: A Roadmap Towards Action Research”, Qualitative Market Research: An International Journal, 7 (2), 100 – 113.
21. Vallaster, C. and Koll, O. (2002), “Participatory Group Observation – A Tool to Analyze Strategic Decision Making”, Qualitative Market Research: An International Journal, 5 (1), 40-57.
22. Lindgreen, A., Vallaster, C. and Vanhamme, J. (2001), “Getting on Top of your PhD –Experiences of Three Survivors”, the Marketing Review, 1 (4), 505 – 529.
23. Vallaster, C. (2001), “Strategy Making in Multicultural Groups – It Works if Leadership is Effective”, Asia Pacific Journal of Marketing and Logistics, 13 (3), 19 – 40.
24. Vallaster, C. (2000), “Conducting Field Research in Asia: Fundamental Differences as Compared to Western Societies”, Culture and Psychology, 6 (4), 461 - 476.
25. Antretter C. and Vallaster, C. (1999), “Consumers’ Meaning Structures and Their Information Value for Marketing-Mix Standardization: An Application of Means-End Theory in the European Convenience Food Sector”, Journal of International Marketing and Exporting, 4 (2), 93 – 103

Under review

1. Vallaster, C. “Resilience & vulnerability in hybrid organizations: Lessons learned from an entrepreneurial perspective”, submitted for International Journal of Management Review.
2. Vallaster C. and von Wallpach, S. “Brand strategy co-creation: A strategy-as-practice approach Insights gained from a child-caring institution in Germany”, submitted for Nonprofit and Voluntary Sector Quarterly, 2nd round.
3. Vallaster, C. “Developing Eco-responsible Organisations through dynamic capabilities: A strategy-as-practice perspective”, submitted for Organization Studies.

Editorship

1. Editor (together with Temi Abimbola, University of Warwick, UK) of special issue on Brand, Identity and reputation in SMEs and entrepreneurial organisations, Qualitative Market Research: An International Journal, 10 (4), 2007.

Single refereed Journals

1. Vallaster, C. and de Chernatony, L. (2004), “How much do leaders matter in internal brand building? - An international perspective”, The Icfaian Journal of Management Research, III (12), 71 – 81.

Working papers:

1. Vallaster, C. and de Chernatony, L. (2003), “Services Branding: The Role of Leadership During the Internal Brand Building Process in Multicultural Organisations”, Working Paper Series, Birmingham: Birmingham Business School, 2003, 37 p.
2. Lindgreen, A., Vallaster, C. and J. Vanhamme, J. (2001), The PhD Process, Working Papers Series 08/01, Institut d’Administration et Gestion, Université catholique de Louvain, 1 - 34.

Contributions to practice:

1. Vallaster, C. et al. (2016), „Erhöhung der Arbeitgeberattraktivität im Unternehmen – Selbstanalyse und Strategieentwicklung, Personalwirtschaft.
2. Vallaster, C. (2013), „It’s all about skills: Soziale Innovation und Wirtschaftlichen Erfolg verbinden“, Jahrbuch 2013, Nachhaltige Unternehmensführung - Für Zukünftige Generationen Werte schaffen, 37-39.
3. Vallaster, C. and Steinbeisser, D. (2013), “Regionale Verankerung und ihr Einfluss auf die Wettbewerbsfähigkeit: Eine Betrachtung aus der Sicht des Shared-Value Ansatzes“, io-Management, 3, 12 - 15.
4. Vallaster, C. (2012), “Wenn der Kunde nicht zahlt”, Harvard Business Manager, Case Development, December.
5. Vallaster, C. (2012), “Halten Sie besser was Sie versprechen”, Leitartikel Business Integrator, Magazin des Executive MBA der Universität Würzburg, Ausgabe 15.
6. Vallaster, C. (2010), “Was Unternehmer von Kindern lernen“, WIRTSCHAFT, December.
7. Fisher-Buttinger, C. and Vallaster, C. (2008), „Marketing trifft Personal”, Personal – Zeitschrift für Human Resource Management, 05, 10 – 12.
8. Vallaster, C. (2005), "Versprochen ist versprochen", Harvard Business Manager, Oktober, 110 - 114.
9. Vallaster, C. (2004), “Führung im Zeitalter kultureller Vielfalt?”, Personal – Zeitschrift für Human Resource Management, 09, 14 - 15.
10. Vallaster, C. and Sorge, P. (2004), “Brasilien ruft“, Personal – Zeitschrift für Human Resource Management, 05, 48 - 50.
11. Esch, F.-R. and Vallaster, C. (2004), “Mitarbeiter zu Markenbotschaftern machen: Erfolg durch konsequente Führung”, Markenartikel, 8 – 12 and 46 – 47.
12. Rode, V. and Vallaster, C. (2004), “Starthilfe für Gründer“, Harvard Business Manager, Mai, 6 - 9.
13. Schäffler, K. and Vallaster, C. (2003), “Gegenseitiger Respekt”, management & training, 9, 40– 41.

Contributions to books

1. Lindgreen, A., Maon, F. and Vallaster, C. (2016), Building Brands via Corporate Social Responsibility, in The Routledge Companion to Brand Management, edited by Francesca Dall’Olmo Riley, Dr Jaywant Singh, Charles Blankson.
2. Omrani, A. & Vallaster, C. (2015). Accepting a new nano-tech based technology in the fruit storage industry: a B2B perspective from the middle-east. In B. Rishi (Ed.), Islamic Perspectives on Marketing and Consumer Behavior: Planning, Implementation, and Control. Hershey, PA: Business Science Reference.
3. Lindgreen, A., Maon, F. and Vallaster, C. (forthcoming 2016), Building Brands via Corporate Social Responsibility, in The Routledge Companion to Brand Management, edited by Francesca Dall’Olmo Riley, Dr Jaywant Singh, Charles Blankson.
4. Vallaster (forthcoming), “Hauptsache Hauptsache Cool / Hammer / de Luxe / tight: Vom Entstehen einer unternehmerischen Welt in den Köpfen der Jugendlichen“, in negotiation.
5. Vallaster, C., Kraus, S. and Baldegger, U. (2013), Liechtenstein Brewing Co.: The Corporate Branding of a Start-Up, in Hayton, J.C., Salvato, C. and Manimala, M. (eds.): Academy of Management (AoM) Entrepreneurship Division Ambassadors Program Casebook, Routledge.
6. Vallaster, C. and Kraus, S. (2012), “Attocube Systems”, Entrepreneurship – Fallstudien, Kraus, S. (ed)., Springer, 35 – 60.
7. Vallaster, C. and Kraus, S. (2011), “Attocube Systems“, Cases in European Entrepreneurship, edited by Thomas M. Cooney, European Commission Enterprise and Industry, Ireland, 97 – 124.
8. Fisher-Buttinger, C. and Vallaster, C. (2011), “Corporate Branding and Corporate Reputation – divided by a shared purpose?”, in Corporate Reputation Management, Helm, S. et al. (eds), Springer, Part 2, 59-73.
9. Vallaster, C. (2010), “Change Communication – erfolgreich Wandel initiieren durch Wahrnehmung und Reflexion“, Change Communications Jahrbuch 2010, Hrsg. Christoph Harringer und Hannes Maier, Springer, Heidelberg, 16 – 19.
10. Vallaster, C. (2010), “Was kann Papa von Hannah und Samuel abschauen? Oder Was erfolgreiche Unternehmer von Kindern lernen können“, in Festschrift für Prof. Urs Baldegger, Institut für Enterpreneurship, Hochschule Liechtenstein.
11. Fisher-Buttinger, C. and Vallaster, C. (2008), “Brand Ambassadors – Strategic Diplomats or Tactical Promoters?”, in Metaphor in Marketing, Kitchen, P. (ed), Palgrave Macmillan Publishers, London, 132 – 145.
12. Reisigl, G. and Vallaster, C. (2007), “Critical Multicultural Team Situations: The Role of Anger”, in DiversityManagement als Leitbild von Personalpolitik, Dieter Wagner and Bernd-Friedrich Voigt (eds), Gabler, Wiesbaden, 249 - 271.
13. Vallaster, C. (2005), “Markenbildung nach innen und Personalauswahl: Der Versuch einer strukturationstheoretischen Integration“, in Immaterielle Vermögenswerte - Handbuch der intangible Assets, Kurt Matzler, Hans H Hinterhuber, Birgit Renzl, u.a. (eds), Erich Schmidt Verlag, 515 - 527.
14. Esch, F.-R. and Vallaster, C. (2005), “Mitarbeiter zu Markenbotschaftern machen: Die Rolle der Führungskräfte“, in Moderne Markenführung, Esch, F.-R. (ed), 1009 - 1021, 4. Auflage, Gabler, Wiesbaden.
15. Esch, F.-R., Rutenberg, J., Strödter, C. and Vallaster, C. (2005), “Zur Bedeutung des Behavioral Branding, in Moderne Markenführung“, in Moderne Markenführung, Esch, F.-R. (ed), 985 - 1008, 4. Auflage, Gabler, Wiesbaden.
16. Vallaster, C. (2004), “Action Research for Study Internal Branding”, in Applying Qualitative Methods to Marketing Management Research, R. Buber, J. Gadner, and L. Richards (eds), Palgrave Macmillan: New York, 194 – 205.
17. Mühlbacher H. and Vallaster, C. (2002), “Managing Diversity in Multicultural Project Teams”, in Management in a World of Globalization and Diversity: European and North-American Perspectives (Management in einer Welt der Globalisiserung und Diversität: Europäische und nordamerikanische Sichtweisen), Auer-Rizzi, W., Innreiter-Moser, C. and E. Szabo (eds), Schäffer-Poeschel, Stuttgart, 75–89.
18. Vallaster, C. (2002), “Customer Relationship Management (CRM) in der Pharmaindustrie: ManagementHype oder Geheimnis des Erfolges?”, Annalen der Deutsch-Brasilianischen Wirtschaftstage 2002

Books

1. Vallaster et al.,(2017 Forthcoming), Measuring Sustainability: Spanning Theory and Practice from Social Innovations to Strategic Corporate Social Responsibility (SCSR), Tylor & Francis, UK.
2. Vallaster et al.,(2017 Forthcoming) Relationship Approach towards Stakeholder Engagement, Tylor & Francis, UK.
3. Vallaster et al.,(2017 Forthcoming) Sustainable Entrepreneurship: Analysing, Designing, Implementing, and Monitoring for Socially and Environmentally Responsible Entrepreneurship, Tylor & Francis, UK.
4. Vallaster, C. (2009)
   “Aligning organizations along the corporate brand values in an intercultural context” epubli, Berlin http://www.epubli.de/shop/buch/Research-Synopsis-Aligning-organizations-along-the-corporate-brandvalues-Dr-Christine-Vallaster/1909
5. Fisher-Buttinger, C. and C. Vallaster (2008)
   “Connective Branding: Building Brand Equity in a Demanding World” John Wiley & Sons Ltd, London http://www.connective-branding.com/
6. Vallaster, C. (2005)
   “Strategic Decision Making by Multicultural Groups” Verlag Dr. Kovac, Hamburg http://www.verlagdrkovac.de/3-8300-1827-4.htm

Contribution to conferences

1. Vallaster, C. and Ertl, L.M. (2017), „Resilience and hybrid organizations: Empirical insights“, presented at the 1st LUISS-IESE conference in Roma, Italy.
2. Vallaster, C. and Theiner, M. (2016), “ Der lange Weg zu einer verantwortungsvollen Unternehmensmarke: Die Rolle der emotionalen Intelligenz“, Workshop Beitrag für Emotionale Konferenz an der FH Salzburg, November 2016.
3. Vallaster, C. (2016), “Corporate CSR brands and Resilience: Implications from an Entrepreneurial Perspective”, presented at ICIG 2016, University of Essex, UK.
4. Vallaster, C. and von Wallach, S. (2015), “Brand strategy co-creation: A strategy-as-practice approach”, accepted for presentation at the Global Brand Conference, Finland.
5. Vallaster, C. and von Wallpach, S. (2014), “Linking strategy-as-practice knowledge and multi-stakeholder brand meaning co-creation: Insights from a small, non-commercial institutional context”, EMAC Valencia, June 3^rd – 6^th, Spain.
6. Vallaster, C. and Bechtold, B. (2012), “Improving the Legitimacy in Controversial Industries Through Shared Value: A Corporate Branding Perspective, presented at the 15^th ICIG Symposium, September 19-21, Aarhus, Denmark.
7. Lindgreen, A., Vanhamme, J., Maon, F. and Vallaster, C. (2011), “Sustainable Brands: Religious Brands vs. Non-Religious Brands”, presented at the Eighteenth Annual International Conference Promoting Business Ethics at the Manhattan campus of St. John’s University, USA, October 26-28.
8. Vallaster C. and von Wallpach, S. (2011), “Brand Meaning Co-Creation of Newcomers: A Founder’s Perspective”, accepted for 7th Global Brand Conference of the AM Brand, Corporate Identity and Reputation SIG, Oxford.
9. Vallaster C. (2010), 13^th ICIG Symposium, “CSR and Corporate Branding: Out-of-the-box Thinking Required”, St. Gallen, Switzerland, September.
10. Proposal for a Presenter Symposium (2010), European Marketing Academy Society (EMAC), Title: Virtuality and Brands, Contribution by Vallaster, C., von Wallpach, S. and de Chernatony, L. (2010), “Social Discourse Theory and Inquiry into Multi-Stakeholder Co-Creation of Brand Meaning”, Copenhagen, June.
11. Vallaster, C. and von Wallpach, S. (2010), “The struggle for corporate legitimacy: A discursive inquiry into multi-stakeholder brand meaning co-creation”, presented at 6^th International Colloquium of the Academy of Marketing “Brand, Corporate Identity and Reputation Special Interest Group”, ESADE, Barcelona, April 2010.
12. Vallaster, C. (2009), 2Entrepreneurial Branding: Living authenticity during times of growth”, presented at 5^th International Colloquium of the Academy of Marketing “Brand, Corporate Identity and Reputation Special Interest Group”, Branding and Society, the Social, Cultural and Financial Impact of Brands in the 21^st Century, Cambridge, September 1^st – 3^rd 2009.
13. Fisher-Buttinger, C. and Vallaster, C. (2009), “Authenticity in Brand Management: A Myth or a Source of Competitive Advantage?”, 3. Internationaler Markentag 2009 in Wien 24. und 25. September.
14. Vallaster, C. and de Chernatony, L. (2009), “Modelling the way social interactions build corporate brands internally: Implications for Service management”, 71st VHB Annual Congress 2009, German Academic Association for Business Research (VHB), 3 - 6 June, “Service Management”
15. Jones, M. Y., Spence M.T. and Vallaster, C. (2007), “Using a Website to Create Brand Emotion”, presented at 2nd Asia Pacific Symposium on Emotions and Worklife, Friday, 23rd November.
16. Vallaster, C., L. de Chernatony, and von Wallpach, S. (2005), “Weblogs: How they contribute to coconstruct a corporate brand: The case of Gate Gourmet”. Paper presented at Branding Conference in Birmingham.
17. Vallaster, C. et al. (2005), “Brands as Complex Social Phenomena”. Paper presented at Branding Conference in Birmingham.
18. Proposal for a Presenter Symposium (2005), Academy of Management Annual Meeting, Title: Organizational Identity and Organizational Culture: What’s the Difference?My contribution: “Culture and Identity in Multicultural Work Groups: A Social Representation Perspective”.
19. Vallaster, C. and Jones, M. (2005), “Identifying Routes to Product Acceptance: Results from a Cross-Cultural Investigation”, presented at EMAC (European Marketing Academy), Milan May 2005.
20. Vallaster, C. and de Chernatony, L. (2004), “How much do leaders matter in internal brand building? An international perspective”, presented at IFSAM conference, Göteborg, July.
21. Jones, M., and Vallaster, C. (2004), “Culture and Emotion: A Brand That Fits”, presented at AMS Cultural Perspectives on Marketing Conference in Puebla, Mexico, September.
22. Holden, S. J., Mcintyre, S., Jones, M. and Vallaster, C. (2003), “Guess What? Having the audience guess the result increases the impact of a communication”, Proceedings of LaLonde Conference, LaLonde (France).
23. Hartl, K. and Vallaster, C. (2002), “Leadership in a Multicultural Context: Introducing Structuration Theory as a Conceptual Framework”, Proceedings of Identifying Culture Conference, IIB-School of Economics, Stockholm, May, 1 – 25 (handouts).
24. Vallaster, C. (2002), “Brand Management in a Multicultural Environment: Towards an Action Research /Action Learning Framework”, presented at 1^st International Workshop on Qualitative Research in Marketing and Management, University of Economics and Business Administration, Vienna, April.
25. Vallaster, C. (2001), “Strategic decision-making by Multicultural Groups”, presented at AIB Paris, December – Gunnar Hedlund Award.
26. Vallaster, C. (2001), “Successful Strategic Brand Management in Multinational Corporations: The Role of Shared Meaning Development and Leadership“, presented at the Research Seminar 2001 at Torcuatta di Tella, Buenos Aires (Argentina), October.
27. Vallaster, C. (2001), “Strategic Decision Making by Multicultural Groups”, presented at the 2001 Academy of Marketing Science Annual Conference in San Diego, May/June, Award ''doctoral dissertation''.
28. Jones, M. and Vallaster, C. (2000), “Branding on the Internet: A Virtual Competitor to Conventional Media?”, Proceedings of the 20^th annual Advertising and Consumer Psychology Conference, September, 24 – 40 (CD-Rom).
29. Vallaster, C. (2000), “Strategic Decision Making in an International Setting”, Proceedings of the Multicultural Marketing Conference in Hong Kong (AMS), August, 87 – 104 (CD-Rom).
30. Vallaster, C. (2000), “Strategic Decision Making as an Emerging Process of Social Representations in Multicultural Organizations”, Proceedings of the American Marketing Association The International Marketing Educators Conference in Buenos Aires (Argentina), June, 18 – 25.
31. Vallaster, C. (2000), “Surviving the Doctoral Thesis”, presented at New Zealand Strategic Management Society Educators Conference at Canterbury University, Christchurch, New Zealand (with Adam Lindgreen and Joelle Vanhamme), February.
32. Vallaster, C. (1999), "Strategy Development and Implementation - A Case Study of an Asian/Western Multicultural Group”, Proceeding of the 7th Cross-Cultural Research Conference, Cancun/Mexico, December, 203 – 229 (CD-Rom). http://marketing.byu.edu/htmlpages/ccrs/proceedings99/vallaster.htm[](http://marketing.byu.edu/htmlpages/ccrs/proceedings99/vallaster.htm)
33. Vallaster, C., (1998), “Shared Mental Model Development”, presented at ANZMAC, Colloquium for Doctoral Students in Marketing, University of Otago, Dunedin (New Zealand), November/December, Best Paper Award.
34. Vallaster, C. (1998), “In Search for Pan-European Customer Segments: Using Means-end Theory to Determine the Degree of Convenience Food Product Standardization”, presented at ANZMAC, University of Otago, Dunedin (New Zealand) (with Antretter, Ch.), November/December, Proceedings of the Australia and New Zealand Marketing Academy Conference 1998, Otago, Dunedin, 81-87.
35. Vallaster, C. (1998), “The Development of Shared Mental Models and Shared Vision by Multicultural Groups - A Case Study Approach Exploring Marketing Decision-Making Process”, presented at EMAC, Colloquium for Doctoral Students in Marketing, Stockholm, May, 24 – 35.
36. Vallaster, C. (1997), “Development and Implementation of Positioning Strategies in Theory and Practice? What Researchers and Managers Should Benefit From A Comparison? in: Bergadàa, M. (ed.), Proceedings of the 24th Annual Conference of the European Marketing Academy, Paris, 1443-1450. (with Botschen, G. / Rigger, W. / Bradley, F.)