The Marketing Firm, Volume II

This book advances the Theory of the Marketing Firm (TMF), offering a rich collection of case studies that demonstrate how marketing-oriented enterprises operate across diverse sectors. Through empirical applications and conceptual analysis, it explores how firms build consumer relationships by adapting to behavioural patterns, technological change, and evolving market dynamics. The volume includes seven chapters covering topics such as co-innovation in banking, technology-enabled food labelling, customer journey strategies in retail, and regulation in telecoms. Drawing on behavioural economics, consumer psychology, and marketing science, each chapter analyses firm–consumer contingencies to deepen understanding of TMF in practice. Theoretical contributions include insights into bilateral contingencies, value co-creation, and collective intentionality. Written for researchers, educators, and practitioners in marketing, business, and behavioural economics, this book provides accessible, interdisciplinary insight into how firms navigate competitive environments by aligning their strategies with consumer behaviour. It serves as a valuable resource for teaching and research purposes.   Valdimar Sigurdsson is a Professor at Reykjavik University and Director of the Centre for Research in Marketing and Consumer Psychology (RU-CRMC). His research focuses on market behaviour analysis, retailing, digital marketing, and tourism. He has published extensively in high-ranking academic journals, contributed book chapters, and served on editorial boards. Beyond academia, Sigurdsson has delivered numerous invited presentations and executive training sessions. He has also consulted and collaborated with Nordic firms across industries such as retail, aviation, fishing, tourism, IT, advertising, media scheduling, digital marketing, banking, insurance, and telecommunications.   Gordon R. Foxall is Distinguished Research Professor at Cardiff Business School, Cardiff University, where he leads research in Consumer Behaviour Analysis and the Marketing Firm. He is also a Visiting Professor in Economic Psychology at Reykjavik University. He holds PhDs in industrial economics and business (University of Birmingham) and psychology (University of Strathclyde), along with a higher doctorate (DSocSc) from the University of Birmingham. He has authored over 250 refereed papers and around 35 books. His latest book, "The Theory of the Marketing Firm" (2021, Palgrave Macmillan), serves as the foundation for this current work. Foxall is a Fellow of the British Psychological Society (FBPsS), the British Academy of Management (FBAM), and the Academy of Social Science (FAcSS).