Foxall, Gordon R., Bhate, Seema, Mitchell, V.W., Boustani, P., Edgett, Scott J., Cullen, Carman W., Collins, Marylyn, Ennew, Christine T., and Reed, Geoffrey V.
The article presents information about the articles published in the February 1993 issue of "European Journal of Marketing." The article "Market Development Using New Products and New Customers: A Role for Perceived Risk," by V.W. Mitchell and P. Bouslani, analyses the breakfast cereal market as a basis on which to conduct a study of risk in new product development. Moreover the article argues that the main alternatives for increased consumer demand, namely, product development, converting non-users and encouraging existing users to use more, have associated risks in the consumer's mind. Another article "Global Corporate Philanthropy-- Marketing Beyond the Call of Duty?," by Marylym Collins, addresses the growing incidence of corporate philanthropy on the part of multinational corporations, not only in their country of origin, but also on an increasingly international scale. The article "Importance-Performance Analysis and the Measurement of Service Quality," by Christine T. Ennew, Geoffrey V. Reed and Martin R. Binks, proposes a simple index which can be applied to ordinal or cardinal data and will provide a convenient aggregate summary of the extent to which a product or service meets consumer expectations.