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Purpose The purpose of this paper is to systematically review and critically examine marketing research on mergers and acquisitions (M&As), and articulates its importance and relevance in consideration of the growing influence of the M&A phenomenon in the global economy. Design/methodology/approach A two-stage systematic review of the extant literature was conducted focusing on peer-reviewed journal articles published during a 28 year period – from 1987 to 2014. Findings A systematic analysis of 32 journal articles reveals that M&A research is a vibrant and rapidly growing stream of the broader marketing domain, and that it is contextually, methodologically and thematically diverse. The findings also highlight several literature trends and shortcomings, as well as the complex nature of the relationship between marketing and M&As. Originality/value On the basis of the critique, we develop an ambitious research agenda that raises exciting new research questions for the scholar community and helps promote future theory development in marketing, strategy, and other related disciplines.

Purpose The purpose of this paper is to construct a conceptual framework of the effects of customer engagement on cause-related marketing (CRM), with the goal of providing a solid scientific foundation for the development and stimulation of future research on the critical intersection of these two topics. Design/methodology/approach The research defines customer engagement in CRM campaigns as the conditions under which consumers are allowed to choose the cause that receives the donation, the cause proximity (geographical proximity) and the type of donation in a CRM campaign. Findings The paper conceptualizes the role of customer engagement in enhancing the effectiveness of a CRM campaign, in terms of coverage, customization and reduced consumer skepticism, as well as in triggering positive word-of-mouth (WOM) persuasion behaviors. Practical implications The conceptual framework provides several practicable directions toward effective control of CRM campaign outcomes, for both local and global firms. Originality/value The paper rests on established empirical foundations to develop a comprehensive preliminary multi- disciplinary framework on the subject, setting the path for further research in the fields of CRM, customer engagement and International Business Research, and reaching findings of both scholarly and executive worth.

Purpose – This paper aims to illustrate how innovation typologies may lead to cause-related marketing (CRM) success when applied to services. Design/methodology/approach – Hence, the paper identifies product/service and brand factors that underpin CRM success, undertakes an innovation theory application in CRM and examines its theoretical and practical significance. Findings – The paper develops a conceptual framework that may serve to facilitate CRM success. Originality/value – Intended contributions include: a critical review of academic research related to CRM success; identification of underdeveloped connections between five innovation types and CRM success; enrichment of the innovation and CRM literature by developing a framework that combines these; managerial guidelines to achieve successful CRM practice in services; and an agenda for future research in CRM via a multi-dimensional concept of innovation.

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Purpose The purpose of this paper is to identify the constituents of cause-related marketing (CRM) capabilities in the context of an emerging market healthcare sector, by incorporating the resource-based view alongside the dynamic capability perspective. Moreover, the authors aim to illustrate how the typologies of CRM capabilities help to achieve service innovation whilst taking into consideration the role of service flexibility (SF) and service climate. Design/methodology/approach The authors develop a research framework through a representative and novel case study in the Indian healthcare market by utilizing and analyzing the subject-specific literature. Furthermore, a quantitative survey of healthcare professionals was conducted to assess the relationships utilizing PLS–SEM. Findings After identifying the constituents of CRM capabilities, the study confirms the mediating mechanism of SF between CRM capabilities and service innovation. Furthermore, findings from the study suggest that service climate positively moderates the relationship between CRM capability and SF. Research limitations/implications The study was conducted in the emerging country healthcare market of India. Thus, the generalizability of the framework needs to be tested in a similar or contrasting context. Furthermore, the sample size for the study was limited to healthcare professionals, and the customer’s perspective was missing. Originality/value This paper is a first step to identify the specific dimensions of CRM capability and explain it as a higher-order factor. The study further provides an integrative framework that includes CRM capability, service innovation, SF and service climate. More specifically, it enhances the understanding of the constituents of the CRM capabilities and their influence on service innovation.

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