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The purpose of the paper is to identify the nature of the influence of a company’s marketing communication of the actual consumer behaviour. To achieve this purpose, the paper is structures in two parts; firstly, the recent literature regarding relationship marketing paradigm is reviewed and the value chain concept is presented. The second part contains a survey-based research which uses book-store customers as target unit. Sales promotion and advertising are used as input variables in identifying the variation in the client’s buying behaviour. Client behaviour was measured through three variables: monetary value spent by the clients within their last purchasing experience, buying frequency of the clients, and their buying intention.

The purpose of the current paper is to study how customer loyalty varies in time according to customer segments and external factors. In the first part of the paper, the authors have reviewed in a funnel-like manner the relevant literature, starting with relationship marketing and customer relationship management theories, and ending with customer loyalty. To achieve the paper’s research purpose, buying behavior data (recency of last transaction, buying frequency and monetary value spent) from a company’s internal information system was analyzed for 2019 and 2020, respectively. RFM model was applied on the 2019 data and resulted in three segments: heavy, medium, and low users - segments which varied in their loyalty for the year 2020. Based on the obtained findings, the authors concluded that the more intense a customer’s buying behavior is, the higher their probability is of being loyal in the future. A second conclusion assumes that customers characterized by intense buying behavior are less vulnerable to external threats, the Covid-19 pandemic in our case.

The aim of the study is to get a comprehensive understanding of the research landscape at the nexus between business model innovation, sustainability and/or digitalization, in order to determine key research patterns and trends. Accordingly, the following objectives have guided the development of the paper: (a) to examine the dynamics and structure of the research output (articles and citations) on the topic; (b) to explore the network of the most impactful articles; (c) to trace the origins of the research on the topic; (d) to decipher current developments in the research on the topic; and (e) to search for emerging trends in the research on the topic. An advanced search of the SCOPUS database was conducted to identify the relevant literature available; 1195 articles (published between 2014 and 2023) were selected and exported in VOSviewer for bibliometric analysis. The results suggest the emergence of a niche research area in the broad strategic management field, bringing together four related (sub)topics: (1) circular economy and sustainable business models; (2) tools, frameworks and processes for sustainable business model innovation; (3) digitalization and business model transformation; (4) business models for societal and sustainability transitions. For this research area to crystallize, the identified emerging research trends – on digital innovation and technology; strategic management and analytical methods; supply chain and manufacturing; policy, governance and sustainability – need to be further explored, both individually (in search of refinement and clarity) and collectively (in search of consistency and synergy).