Three Decades of Loyalty Program Research

The Evolution and Future of Loyalty Programs: A Review Loyalty programs, which offer rewards to customers for their repeated engagement with a brand, have become a cornerstone of modern marketing strategies. These rewards can be both tangible, such as discounts and...

What We (Don’t) Know About Marketing Standardization vs. Adaptation

The Standardization vs. Adaptation Dilemma In today’s globalized business environment, companies of all sizes—from large multinational corporations to medium-sized enterprises and international start-ups—are increasingly generating significant shares of their revenues...