LearningprocessesinmunicipalbroadbandprojectsAnabsorptiveThe effects of perceived industry competitive intensity and marketing-related capabilities: Drivers of superior brand performanceOriginal Research ArticleIndustrial Marketing ManagementPress media coverage effects on destinations A Monetary Public Value (MPV) analysisOriginal Research ArticleTourism ManagementA distributed platform for personalized advertising in digital interactive TV environmentsOriginal Research ArticleJournal of Systems and SoftwareThe impact of marketing capability, operations capability and diversification strategy on performance: A resource-based viewOriginal Research ArticleIndustrial Marketing ManagementGovernment communication and democratic governance: Electoral and policy-related information campaigns in CanadaOriginal Research ArticlePolicy and SocietyPerformance evaluation of extension education centers in universities based on the balanced scorecardOriginal Research ArticleEvaluation and Program PlanningKnowledge-based sales management strategy and the grafting metaphor: Implications for theory and practiceOriginal Research ArticleIndustrial Marketing ManagementPerceptions of tourism promotion and business challenges: A survey-based comparison of tourism businesses and promotion organizationsOriginal Research ArticleTourism ManagementResources, supplier investment, product launch advantages, and first product performanceOriginal Research ArticleJournal of Operations ManagementCompany Overall outreach program planning, development, implementation and evaluation of feedback; Strategy of development goals, corporate brand Development orientation, goal programming Implementation, The image in the long-term planning and implementation; Development Marketing Strategy Preparation Communication strategy, Advertising Marketing Plan. Advertising budget, use and management of advertising costs Implementation of the cost of advertising management; Advertising Collaboration, new product promotion, market development, creative production, advertising, product promotion Marketing planning activities; Reasonable investigation, the choice of Advertisements units, organizations with To carry out the advertising operations and maintain close communication, advertising co-operation with evaluation Work performance and advertising effectiveness; Implementation activities released Before, during, after the effect evaluation, adjustment, amendment; The advertising industry, media Maintain close exchange of information and communication. Internal Corporate image, advertising awareness Publicity and education activities; Management of external websitesToward an understanding of industry commoditization: Its nature and role in evolving marketing competitionOriginal Research ArticleInternational Journal of Research in MarketingThis paper aims to improve current knowledge on the commoditization of industries, a unique phenomenon of evolving marketing competition characterized by increasing homogeneity of products, higher price sensitivity among customers, lower switching costs, and greater industry stability. As commoditization is relevant to an ever-greater number of diverse industries, this research addresses two main questions: (1) How can managers assess their industrys level of commoditization to be better informed about their firms competitive environment? and (2) How does the level of commoditization in an industry affect the effectiveness of marketing strategies? Initially, in-depth field interviews identified the characteristics of the commoditization phenomenon. Subsequently, a survey study among 141 companies from ten industries applied a measure to assess an industrys commoditization level. The results showed significant differences between high and low commodity markets in terms of the impact of three different strategic orientations on firm performance. The application of the value disciplines framework revealed that as commoditization increases, operational excellence and product leadership lose impact, while customer intimacy becomes a more vital performance driver. The results indicate that commoditization assessment may become a vital part of a firms strategic efforts to address evolving marketing competition.Article Outline1. Introduction2. Field interviews3. Conceptual background 3.1. Commoditization in evolving marketing competition 3.1.1. Product homogeneity3.1.2. Price sensitivity3.1.3. Switching cost3.1.4. Industry stability3.2. Marketing strategy in commoditized industries4. Survey study 4.1. Data collection 4.1.1. Sampling procedure4.1.2. Respondent and company characteristics4.1.3. Nonresponse bias4.2. Measures 4.2.1. Commoditization level4.2.2. Operational excellence4.2.3. Product leadership4.2.4. Customer