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Victoria J (Vicki) Little
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Towards a paradigm shift in marketing? An examination of current marketing practices
RJ Brodie, NE Coviello, RW Brookes, V Little
Journal of marketing management 13 (5), 383-406, 1997
7011997
The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory?
RJ Brodie, MS Glynn, V Little
Marketing theory 6 (3), 363-379, 2006
4122006
Context, culture and green consumption: a new framework
SR Nair, VJ Little
Journal of international consumer marketing 28 (3), 169-184, 2016
962016
Macro-demarketing: the key to unlocking unsustainable production and consumption systems?
VJ Little, CKC Lee, S Nair
Journal of Macromarketing 39 (2), 166-187, 2019
562019
The new marketing What does' customer focus' now mean?
R Brookes, V Little
Marketing and Research Today 25 (2), 96-105, 1997
371997
Research‐informed teaching and teaching‐informed research: the Contemporary Marketing Practices (CMP) living case study approach to understanding marketing practice
V Little, R Brookes, R Palmer
Journal of Business & Industrial Marketing 23 (2), 124-134, 2008
292008
Inbound open innovation for pharmaceutical markets: a case study of an anti-diabetic drug in-licensing decision
AYH Wu, VJ Little, B Low
Journal of business & industrial marketing 31 (2), 205-218, 2016
272016
Turning marketing promises into business value: The experience of an industrial SME
V Little, J Motion, RJ Brodie, R Brookes
University of Auckland Business School 8 (1), 25-36, 2006
152006
Understanding customer value: an action research-based study of contemporary marketing practice
VJ Little
PhD Thesis-University of Auckland, 2004
102004
Macromarketing our way to a zero-carbon future
S Helm, V Little
Journal of Macromarketing 42 (2), 262-266, 2022
92022
Service logic
C Grönroos, JN Sheth, T Strandvik, JG Barnes, A Gustafsson, K Storbacka
(No Title), 2013
9*2013
Value postures and the service-dominant logic: Between-firm and within-firm business perspectives
RJ Brodie, VJ Little, J Motion
The Otago Forum, 140-164, 2008
92008
Four ecotourism archetypes: expressing symbolic desires
V Kunchamboo, V Little
Journal of Ecotourism 22 (4), 502-517, 2023
82023
Advancing understanding: the contribution of multi-method action research-based approaches to knowledge creation
VJ Little, J Motion, RJ Brodie
International journal of learning and change 1 (2), 217-228, 2006
82006
Collaboration, resource integration and value co-creation within the SD logic: exploring research issues
P Frow, R Brodie, V Little, A Payne
Forum on Markets and Marketing: Extending Service-Dominant Logic, University …, 2010
72010
Enterprise diversity in the business of wine: what is a business case study?
M Benson‐Rea, V Little, Y Dufour
International Journal of Wine Business Research 22 (2), 90-101, 2010
72010
Helm (2019),“Calling All Macromarketers: Vanguards for Sustainability in a ž1. 5oc World,”
VJ Little, V Sabrina
The 44th Macromarketing Conference, T Facca-Miess ed. Cleveland, OH, 25-29, 2019
62019
Market validation in the context of new high-tech ventures
MP Miles, V Little, R Brookes, SC Morrish
Retrieved February 12, 2017, 2014
62014
Towards more resilient food production systems: Implanting sustainability-oriented innovation
VJ Little, M Holmlund, P Polsa, M Naidu
Journal of Cleaner Production 385, 135708, 2023
52023
Not WEIRD at all! Towards More Pluralistic Economies and Sustainable Livelihoods
VJ Little, HHP Ho, B Eti-Tofinga
Journal of Macromarketing 43 (2), 190-214, 2023
42023
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