Innovative Marketing (hybrid)

ISSN 1814-2427 (print), 1816-6326 (online)
Publisher LLC “Consulting Publishing Company “Business Perspectives”
Issued from August 2005
Innovative Marketing (hybrid)

Journal supports open-access (hybrid).

The journal focuses on the results of scientific researches, concerning utilization of innovative marketing instruments, their nature, varieties, functions, efficiency, etc. It also analyzes the crucial issues of market demand and supply imbalances, prices prediction, and forecasting, organization of R&D for the innovative products and services, advertising and PR-management. The privilege of publication is given to the original, conceptually new and contemporary manuscripts, which are devoted to the critical analysis of marketing, overview of new marketing tendencies, innovative techniques of marketing, including psychology methods and so on. The target audience of the journal includes researchers, scholars, lecturers, students, and practitioners. It is published quarterly in Ukraine.

Key topics:

  • State policy in the sphere of innovations and innovative marketing;
  • Innovations in forms, methods and tools of marketing;
  • Innovation management in companies;
  • Company staff`s stimulation for marketing innovations development;
  • Corporate governance and social responsibility;
  • Corporate culture and innovative marketing;
  • Property rights for innovations and inventions;
  • Econometric methods and modeling in innovative marketing;
  • “Know-how” technologies in innovative marketing;
  • Big Data analysis and innovative marketing.


LLC “СPС “Business Perspectives”
Hryhorii Skovoroda lane, 10, Sumy 40022, Ukraine
phone/fax: +38-0542-775771

Submission guidelines

Please send a soft copy of your paper as an MS Word .doc file (all versions accepted) and filled Cover letter form to the following e-mail:
Editorial Assistant -



Petro Pererva

Doctor of Economics, Professor, Dean of Economics Faculty of National Technical University “Kharkiv Polytechnic Institute”, Honorary Doctor of University of Miskolc (Hungary), Academic of Academy of Economic Sciences of Ukraine.

Advising Editors

Qimei Chen

Ph.D., Professor and Chair of Marketing Department, Shidler College of Business, University of Hawaii at Manoa, USA.

James Munch

Professor, Chair of the Marketing Department, Wright State University, USA.

David Pickton

Ph.D., Head of the Marketing Department, Chair of Faculty of Learning and Teaching, De Montfort University, UK.

Patrick Poon

Associate Professor, Department of Marketing and International Business, Lingnan University, Hong Kong. Adjunct Chair Professor of Marketing, School of Business, Northeast Normal University, China.

Henrikki Tikkanen

Professor of Marketing, Department of Marketing and Management, Faculty of Marketing, Aalto University School of Economics, Finland.


Editorial Board

Djamchid Assadi

Ph.D., Professor, Researcher and Speaker, Groupe ESC Dijon-Bourgogne (French Institution), France.

Siva K. Balasubramanian

Harold L. Stuart Endowed Chair in Business, Director of Stuart School Management Science Programs and Faculty Review, Deputy Vice Provost (University Accreditation), Illinois Institute of Technology, USA.

Eric N. Berkowitz

Ph.D., Professor of Marketing, School of Management, The University of Massachusetts, USA.

Joël Bree

Doctor in Management Science (specialised in Marketing). Professor at the University of Caen and at the Rouen Business School of Management (Normandy, France). President of the AFM (French Marketing Association), France.

Manfred Bruhn

Professor for Business Administration and Marketing, School of Economics and Business Management, University of Basel (Switzerland); Honorary Professor at Technical University of Munich, Germany.

Yoosuf Cader

Ph.D., Dr., Associate Professor of Marketing, Discipline Leader for Marketing, Entrepreneurship, Strategy, and Communication, Zayed University, The United Arab Emirates.

David P. Campbell

Ph.D., Dr., Associate Professor Emeritus of Marketing, Department of Marketing and Economics, Valdosta State University, USA.

William J. Carner

Professor, William Gordon Buckner Endowed Chair in Business, Westminster College, Fulton, Missouri, USA.

David Corkindale

B.Sc. (Hons), M.Sc., Ph.D., Adjunct Professor of Marketing Management and Senior Research Associate, The Ehrenberg-Bass Institute for Marketing Science, The School of Marketing , The University of South Australia, Australia.

Rene Y. Darmon

Emeritus Professor, Department of Marketing, ESSEC Business School, France.

John A. Davis

Dean of Global MBA, SP Jain Center of Management, Dubai, Singapore, Sydney.

Kim-Shyan Fam

Ph.D., Associate Professor, University of Otago, New Zealand.

Fahri Karakaya

Ph.D., Professor Emeritus, Department of Management & Marketing, University of Massachusetts Dartmouth, Dartmouth, USA.

Peter Kenning

Dr., Professor, Heinrich-Heine-University Dusseldorf, Germany.

Manfred Kirchgeorg

Ph.D., Professor of Marketing Management, Chairholder of SVI-Endowed Chair of Marketing, esp. E-Commerce and Cross-Media Management, HHL Leipzig Graduate School of Management, Germany.

Philip J. Kitchen

Ph.D., Professor of Marketing at the Business School, University of Salford, Salford, UK.

Trina Larsen Andras

Professor and Head of Marketing at the LeBow College of Business at Drexel University in Philadlephia, USA.

Maja Makovec Brenčič

Ph.D., Full Professor of International Business, Faculty of Economics, University of Ljubljana, Slovenia.

Kurt Matzler

Professor, Free University of Bozen, Italy.

Gabriele Morello

Ph.D., Professor of Business Statistics, Faculty of Economics, University of Palermo; Emeritus Professor of Marketing, Faculty of Economics and Econometrics, Free University of Amsterdam; Founder and Director of ISIDA, Italy.

Luiz Moutinho

Professor of BioMarketing and Futures Research at the DCU Business School, Dublin City University, Ireland.

Jose-Luis Munuera-Aleman

Professor of Marketing, Faculty of Economics and Business, University of Murcia, Spain.

Bruce I. Newman

Professor of Marketing, DePaul University, USA; Williams Evans Visiting Fellow, University of Otago, New Zealand.

Marc Oliver Opresnik

Dr., Professor, Distinguished Professor and Chair of Marketing and Management, Member of the Board of Directors, Member of the Academic Advisory Board SGMI Management Institute St. Gallen, Switzerland.

Philemon Oyewole

Ph.D., Department of Marketing, School of Business, Howard University, USA.

Dr. Rajagopal

Professor of Marketing, Monterrey Institute of Technology and Higher Education (ITSM), Mexico.

W. Glen Riecken

Ph.D.,Visiting Professor of Marketing, Department of Marketing and Supply Chain Management, College of Charleston, USA.

José I. Rojas-Méndez

Ph.D., Full Professor, International Business and Marketing, Sprott School of Business, Carleton University, Ottawa, Canada.

Ahmed Shaalan

Ph.D., Dr., Lecturer in Marketing at Hull University Business School (HUBS), UK. He holds a BSc degree from Tanta University Faculty of Commerce, Egypt, and a PhD from Hull University Business School, where he also earned his master degree.

George S. Spais

Ph.D., Adjunct Faculty Member, Hellenic Open University, Greece.

Regina Virvilaite

Professor, Department of Marketing, School of Economics and Business, Kaunas University of Technology, Lithuania.

Demetris Vrontis

Professor, Ph.D., FCIM, Executive Dean and Director, University of Nicosia, President, EuroMed Research Business Institute, Editor-in-Chief, EuroMed Journal of Business, Cyprus.

James J. Ward

DBA, Professor of Marketing, Department of Marketing, National University of Ireland, Ireland.

David Wilemon

Director, Cowboy Bank of Texas, Professor Emeritus of Innovation and Entrepreneurial Management, Syracuse University, USA.

Ricky Wilke

Ph.D., Head of the Marketing Department, Copenhagen Business School, Denmark.

Peter Yannopoulos

Ph.D., Professor of Marketing, Department of Marketing, International Business, and Strategy, Faculty of Business, Brock University, Canada.


Molka Abbes

Dr., Associate Professor, Department of Marketing, Reims Management School, France.

Svetlana Agadzhanova

Ph.D., Associate Professor, Head of Department of Cybernetics and Informatics. Head of Distance Learning Center of Sumy NAU, Ukraine.

Muhsin Bayık

Ph.D., Assistant Professor of Marketing, Medipol Universıty, Business School, Business Department, Istanbul, Turkey.

Olena Bilovodska

Ph.D., Associate Professor of the Department of Marketing and Management of Innovative Activity, Sumy State University, Ukraine.

Cosimo Chiesa

Professor, IESE Business School, Spain.

Paulo Faustino

Ph.D., Porto University, Polytechnic Leiria Institute and School of Mass Media of Lisbon, Portugal.

Rosanna Garcia

North Carolina State University, Raleigh, NC Associate Professor of Marketing, Innovation; Design Chancellor’s Faculty Excellence Cluster, USA.

Muhammad Asif Khan

Dr., Assistant Professor Marketing, Marketing Department, King Abdulaziz University, Kingdom of Saudi Arabia.

David Low

Head of School of Marketing, University of Western Sydney, Australia.

Agneta Marell

Professor of Marketing, Deputy vice-chancellor for external relations and innovation, Umea School of Business, Umea University, Sweden.

Grzegorz Mazurek

Ph.D., Professor of Marketing, Kozminski University, Poland.

Mercedes Medina

Associate Professor at the School of Communication, Media Management Department, University of Navarra, Spain.

Noel Murray

Ph.D., Director of the Walter Schmid Center for International Business and Associate Professor of Marketing, Argyros School of Business and Economics, Chapman University, USA.

Maria Petrescu

Ph.D., Associate Professor of Marketing, Nova Southeastern University, H. Wayne Huizenga College of Business and Entrepreneurship, USA.

Bruce R. Prideaux

Professor of Marketing and Tourism Management, James Cook University, Australia.

Olha Prokopenko

Ph.D., Professor at the Marketing and Entrepreneurship Department, University of Bielsko-Biala (Poland); Head of the Economic Theory Department, Sumy State University (Ukraine); Business Project Coordinator at Merrit Group (Poland).

Per Servais

Ph.D., M.Sc International Business Economics, Associate Professor, Department of Marketing & Management, University of Southern Denmark, Research group, International Business & Entrepreneurship, Denmark.

Mohammad Shamsuddoha

Professor, Dr., University of Chittagong, Bangladesh; Curtin University, Australia.

Steven R. Shook

Ph.D., PCM, Associate Professor of Marketing; Editor of the Journal of Forest Products Business Research, Department of Business, College of Business and Economics, University of Idaho, USA.

William Robert Smith, Jr.

Ph.D., PCM, Professor of Marketing, The Graziadio School of Business and Management, Pepperdine University, USA.

John L. Stanton

Dr., Professor, Food Marketing Department, Saint Joseph’s University, USA.

Ankur Srivastava

Assistant Professor, Marketing and Strategy, IBS Business School, IFHE University, Hyderabad, Telangana, India.

Leonid Taraniuk

D.Sc. (Economy), Professor of Economics and Business Administration Department of Sumy State University, Ukraine.

Robert J. Thomas

Professor of Marketing, McDonough School of Business, Georgetown University, USA.

Dr. Kenneth N. Thompson

Professor, Department of Marketing & Logistics, College of Business Administration, University of North Texas, USA.

Francis M. Ulgado

Associate Professor of International Marketing, CIBER Faculty Research Director, Georgia Institute of Technology, DuPree College of Management, USA.

Guidelines for Editors and Reviewers

The Editorial Board consists of international experts in their respective fields. All members of the Board occupy high positions in educational and research institutions. The roles of the Editorial Board members are the following:

  • provide expertise in definite research field;
  • review submitted papers;
  • advise on journal policy and scope and participate in the journal development;
  • propose subject definition and conference choice for special issues. Also, editorial members may be guest editors of special issue;
  • promote the journal at conferences, seminars, workshops, and relevant public events;
  • attract new potential authors;

Guest editors play a vital role in ensuring the quality of special content publications, such as Special Issues. Guest editors overlook the process, from proposal to publication.

The Editorial Board is reviewed every two years, which means exclusion of inactive members and addition of the new ones.

We appreciate applications from the editorial candidates. To submit an application, please send an e-mail to an editorial assistant of the selected journal and attach a file with your CV (containing the current place of work, occupation, education, the scope of your scientific interest, types of activity, list of publications, list of the journals in which you occupy the positions of an editor or a reviewer, e-mail for contact and a link to personal page at you university).

Duties of editors

We strongly recommend that Editors get acquainted with and follow COPE Code of Conduct and Best Practice Guidelines for Journal Editors.

The editors of the journal are responsible for deciding which of the articles submitted to the journal will be published. The editor may confer with the members of the Editorial Board in making this decision.

Fair play. The editors evaluate manuscripts without regard to the nature of the authors or the host institution including race, gender, religious belief, ethnic origin, citizenship, or political philosophy of the authors.

Confidentiality. The editors, members of the Editorial Boards, and any editorial staff must not disclose any information about a submitted manuscript to anyone except the authors of the paper, reviewers, potential reviewers, and the publisher, for appropriate reasons.

Disclosure. Unpublished materials disclosed in a submitted paper should not be used in the own research of the editors or the members of the Editorial Board without the express written consent of the author.

Duties of reviewers

We strongly recommend that all reviewers get acquainted with and follow COPE Ethical Guidelines for Peer Reviewers.

Confidentiality. Information regarding submitted manuscripts should be kept confidential during and after review process. Also, reviewers should not reveal any details about reviewing manuscript to anybody.

Standards of objectivity. Reviewers should be objective while conducting reviews. All the comments and recommendations should be supported with relevant arguments.

Disclosure. Unpublished materials disclosed in a submitted manuscript must not be used in a reviewer's own research without the express written consent of the author. Privileged information or ideas obtained through peer review must be kept confidential and not used for personal advantage.

Peer Review

Peer review plays a vital and critical role in the publication of scholarly articles through assessment of validity, quality and originality of submitted articles. It is considered to be the most effective and valid form of research evaluation to help select the highest quality articles for publication. Authors can receive the information regarding the peer-review stage of their manuscripts through editorial assistants.

Review process

Editorial staff transfers all submitted manuscripts to one of the Editors for initial evaluation in order to establish if the manuscript meets the editorial criteria. Initial evaluation includes assessment if the manuscript is suitable for the journal or special issue, authors’ qualification and background, and plagiarism levels. Papers that don’t meet these criteria, as well as obviously poor manuscripts, will be rejected without sending for further external review.

If the papers provide potential interest for readers and present importance to the scientists in the relevant field of the journal’s scope, Editors suggest external peer-reviewers (selection of peer-reviewers is based on expertise, reputation, specific recommendations and our own previous experience of a reviewer's characteristics). Alternatively, editorial staff will send manuscripts to qualified Editorial Board members or reviewers from our database.

All manuscripts are “double-blind” peer-reviewed, which means that reviewers do not possess any information about the authors’ identities and vice versa. If one of the editors submits the manuscript for publication in the journal, editorial staff transfers this manuscript to another Editor or one of the Editorial Board members without disclosing any information about the author.

After the manuscripts have been reviewed, Editors receive a Referee Report with point-by-point evaluation and comments. Based on the suitability of selected reviewers, adequacy of reviewer comments and overall scientific quality of the paper, Editors make one of the following decisions:

  • Publish unaltered
  • Consider after minor changes
  • Consider after major changes
  • Reject without further consideration

If the authors are required to revise the paper, they ought to provide revised manuscript along with Response to the Reviewers. All authors can receive Referee Report on demand without revealing the identity of the reviewer and appeal against editorial decisions by response to the referees with authors’ arguments and explanations. Articles may or may not be sent to reviewers after author revision, dependent on whether the reviewer requested to see the revised version and the wishes of the Editor.

Expectations from reviewers

During the peer-review process, report preparation, and after refereeing we expect from Editorial Board members and reviewers to:

  • respond in a reasonable time-frame, especially if reviewer can not perform the review, including intentional delay;
  • declare if they are not experts in the field the paper is relevant to;
  • declare any potentially conflicting or competing interests (which may, for example, be personal, financial, intellectual, professional, political or religious) and seek advice from the Editorial Board in this case;
  • decline to review if they feel unable to provide a fair and unbiased review or they are involved with any of the work in the manuscript or its reporting;
  • to provide honest and fair assessment of the strengths and weaknesses of the research and the manuscript;
  • send completed report form along with the reviewed manuscript;
  • be specific in their criticisms, and provide evidence with appropriate references to substantiate general statements to help editors in their evaluation and decision;
  • suggest additional research if it helps strengthen or extend the work;
  • ensure their comments and recommendations for the editor are consistent with their report for the authors;
  • any suggestions and comments must be based on valid academic or technological reasons;
  • continue to keep details of the manuscript and its review confidential during and after reviewing;

Conflicts of Interest

Conflicts of interest comprise those which may not be fully apparent and which may influence the judgment of author, reviewers, and editors. They have been described as those which, when revealed later, would make a reasonable reader feel misled or deceived. They may be personal, commercial, ideological, academic, or financial.

When authors submit a manuscript of any type or format they are responsible for disclosing all financial and personal relationships that might bias or be seen to bias their work. This includes declaration of all sources of funding. All authors that publish in our journals are obliged to declare conflicts of interest if there are any. Declared conflicts of interest will be considered by the editor and Conflict of Interest Statement will appear in our journals at the end of the published article.

Reviewers should not consider manuscripts in which they have conflicts of interest resulting from competitive, collaborative, or other relationships or connections with any of the authors, companies, or institutions connected to the papers. Reviewers should be objective and constructive, declare all potential conflicting interest, seeking advice from the editors if they are unsure whether something constitutes a relevant interest; do not allow their reviews to be influenced by the origins of a manuscript, by the nationality, religious or political beliefs, gender or other characteristics of the author, which could be implied in the manuscript.

If the founders decide to publish as authors or co-authors, they are required to include the Conflict of Interest Statement in the Publication Agreement. This statement will be also included in their published paper.

Editors who make final decisions about manuscripts should not make editorial and publication decisions if they have conflicts of interest related to articles under consideration. Editorial staff must not use information received through working with manuscripts for private gain. Guest editors should follow these same procedures.

Research Misconduct Policies


LLC "CPC "Business Perspectives" uses Similarity Check service and all manuscripts that are being sent for an external peer review, are screened for originality with iThenticate software. By submitting their manuscripts to our journals authors are agreeing to any necessary originality checks the manuscript may have to undergo during the publication process.
Plagiarism implies the use another author's work without permission or acknowledgement. Plagiarism may have different forms from copying word by word to rewriting. While defining plagiarism the following definitions are taken into account:

Literal copying
Copying the work word by word, in general or in parts, without permission or acknowledgement of the source. Literal copying is clearly plagiarism and is easily detected by plagiarism software.

Substantial copying
Replicating substantial part of the work without permission and confirmation of the source. In determining what is "substantial", both the quantity and the quality of the copied content are relevant.
Quality is measured by relative value of copied text comparing to the whole text. Where the essence of the work was copied, even not very big part of it, plagiarism is identified.

Copying may be made without literal replicating, used in the original work. This type of copying is known as paraphrasing and it may be the most difficult type of plagiarism to reveal.
Plagiarism in all its forms is unacceptable and will lead to immediate rejection of the paper along with possible sanctions against authors.

Allegations about authorship of contributions

It is important that all authors are declared in the list of authors and are declared in the Cover letter form, sent along with a submitted paper.

To be considered the author, a person should be responsible for particular research aspect or preparation for work or make particular contribution to the concept, project, fulfillment, or research explanation, and it must be confirmed in the final work form.

Insignificant contribution may not be considered as an authorship. A person who provides insignificant contribution or appropriate data or other type of help may be considered as "contributor" by author/co-authors, and may be declared in the paper in acknowledgement section.

According to our policy, author/co-authors of submitted paper must fill in the Cover letter form to identify all participants, as well as confirm their consent to publish the paper.

Duplicate submission

Authors must present papers which are unique and must not be submitted to any other journal (except for some unusual circumstances and only with reviewer's approval). Sometimes authors may ignore this requirement, submitting the same document to several journals or submitting several documents on the basis of one and the same research. As in plagiarism duplicate submission may take different forms: literal copying, partial, but substantial copying or even paraphrased copying of the research. The publisher sticks to the policy which forbids publication of multiple papers on the basis of a single research. Infringement of this policy will result in immediate rejection along with possible sanctions against authors.

Citation manipulation

Submitted manuscripts that are found to include citations whose primary purpose is to increase the number of citations to a given author's work, or to articles published in a particular journal, will result in immediate rejection along with possible sanctions against authors.

Data falsification

If the falsified or fabricated data of experimental results (this also includes manipulation of images) will be found in the submitted paper, it will result in an immediate rejection along with possible sanctions against authors.

The following sanctions may be imposed in case of infringement of abovementioned policies:

  • Immediate rejection of the manuscript.
  •  Immediate rejection of every other manuscript submitted to any journal published by LLC "CPC "Business Perspectives".
  • Publication embargo against all authors of the manuscript (prohibition for any new submissions to any journal published by LLC "CPC "Business Perspectives"). The term of the embargo may vary, but the minimum is 24 months.
  • Prohibition against all of the authors from serving on the Editorial Board of any journal published by LLC "CPC "Business Perspectives".

Correction and Retraction Policy

All Business Perspectives journals have the same policy regarding corrections and retractions. We differentiate between addenda, errata, corrigenda, and retractions.

If significant information was unintentionally omitted by authors from the original publication, the original article can be amended through an Addendum reporting these previously omitted results. The Addendum will be published, with page numbers added, in the current issue of the journal. A hyperlink to the Addendum will also be added to the original publication.

An erratum will be used if a significant error has been introduced by us during the production of the journal article, including errors of omission such as failure to make factual proof corrections requested by authors within the deadline provided by the journal and within journal policy. A significant error is considered to be the one that affects the scholarly record, the scientific integrity of the article, the reputation of the authors, or of the journal. All errata are linked to the version of the article that they correct.

A corrigendum is a notification of a significant error made by the authors of the article. All corrigenda are approved by the editors of the journal. All corrigenda are linked to the version of the article that they correct.

Retraction will be issued by an editor upon several conditions: severe plagiarism, multiple publications, data fabrication, unreliable or faulty findings, and other harmful practices. In this case, Retraction notice will be published. This notice will include the title and authors of the article, the reason for the retraction and who is retracting the article. It will be published online with a link to the online version of the article. It will be published in the next print issue and included in the table of contents of that issue. Before publishing the notice of retraction, a signed statement by the authors should be sent to the editorial office.


This section contains information about articles which are already reviewed, accepted and waiting for publication in next issues of the journal.

Descriptive analytics: its power to test the applicability of cross-national scales in exploratory studies

Srinivas Durvasula, Professor and Edward A. Brennan Chair in Marketing, Marquette University, USA
Steven Lysonski, Professor and Miles Research Scholar, Marquette University, USA

Abstract. Conventional methodology for validating measures in consumer research relies on structural equation modeling. But, this procedure requires a fairly large sample size and a clear conceptualization of the relationship between individual items and various scale dimensions. Neither of these requirements may be met in exploratory cross-national studies. Hence, this paper addresses scale validation issues in exploratory cross-national research where sample size is a major concern. Specifically, it uses cross-national data on the vanity measure as an exemplar and a battery of descriptive analytics to show how to assess scaling assumptions, reliability, and dimensionality of consumer behavior measures. The scale validation procedure we describe in this paper has implications for researchers who use multi-item rating scales as measures of consumer behavior constructs.

Improving a graduate Marketing Management course: a case study with input from students

Khalid M. Dubas, Dr., Professor of Marketing, University of Mount Olive, NC, USA
Maria Cerra, University of Mount Olive & Wayne Community College, NC, USA

Abstract. The authors develop a conceptual model of student's course satisfaction based on several factors that influence course learning outcomes and student's satisfaction. This model provides a general framework to guide course design and to influence students' course outcomes. A Marketing Management course is a part of a typical MBA program. This paper presents ideas for enhancing the design and teaching of such a course in an online setting based on teaching experience at MBA programs at several universities in the USA. Suggestions are also presented for improving team productivity and the quality of team output in an online setting. As a case study, the authors discuss a graduate Marketing Management course that was taught at a private US university in spring 2016. The authors discuss the design, teaching and strategies for enhancing student learning outcomes in this course. Suggestions by students to improve this course are also presented.

Role of consumer personality and involvement in understanding customer experience

Bikram Jit Singh Mann, Ph.D., Associate Professor, the University Business School, Guru Nanak Dev University, India
Jyoti Rawat, University Grants Commission Research Fellow, the University Business School, Guru Nanak Dev University, India

Abstract. The objective of this study is to understand customer experience which is a construct made up of experiential elements created by the organization such as product, service scope, and brand and that of consumer's personal values and preferences. When the experiential element interacts with the consumer construct, it starts an involvement process that makes the consumer evaluate the product (as a measure) on hedonic and utilitarian dimensions. The product/brand, when used, elicits emotions that lead to purchase intention behavior which is presented in the structural model. The authors have followed Tan, Foo and Kwek (2004) nested model approach in order to achieve the best fitting model for testing their hypothesis.



Submission Guidelines

Before paper submission authors should get acquainted with Requirements to the manuscripts and arrange their paper according to them. Along with paper authors should e-mail completed Cover letter form to editor or editorial assistant of the chosen journal.

Before manuscript submission, please check Research Misconduct Policies, infringement of which will result in immediate rejection of the paper and possible sanctions against the author.

General requirements:

  • Do one’s best to send an article with good level of English. Well-built articles with a good language usage will let the reviewers and editors concentrate on the articles’ academic value, thus speeding up reviewing process.
  • Make sure that the paper presents an academic value, the newness and applicability are well described; the paper makes contribution to earlier researched results concerning appropriate topic.
  • Avoid using hyphenation in the text, make figures readable and editable, as well as tables’ style.
  • Use bold type, italics, inferior and superior signs where necessary.
  • While preparing tables use net, for column balance use tabulation.
  • In numeric values use dot instead of commas (in fractions).

Citation and Reference Formatting

Download “Business Perspectives” reference list and citation style guide or refer to APA formatting and style guide.

Requirements to the manuscripts (PDF Version)

1. Abstract preparation guidelines
1.1. The abstract (200‐250 words) should reflect the conceptual content of the article. In the abstract the author should provide a brief overview of research importance, describe the subject matter and the aim of research, its methodology, as well as highlight the most significant results of research.
1.2. Journal of Economic Literature (JEL) classifications that can be found at, and keywords are necessary.
1.3. Font ‐ Times New Roman; text size ‐ 12 pts, line‐spacing ‐ one‐and‐a‐half.
1.4. All tables and figures should be editable.
2. The paper main body preparation guidelines
2.1. The paper should present the results of independent original research undertaken by the author; it should contain the data never published before.
2.2. The paper should contain a clear description of research objective and its subject.
2.3. The methodology of research should be described in detail.
2.4. The author personal scientific contribution must be grounded in the paper.
2.5. The paper should contain basic suggestions on how to solve the problem under study.
2.6. American English is preferred to British English.
3. The structure of the paper
3.1. The title of the paper.
3.2. Below, in the centre of the page the name of the author should be printed. Reference to the author's name should be made at the bottom of the page with the footnote marked by asterisk ("*"). The reference should contain information about the author's degree and affiliation, as well as contact details (phone number and e‐mail).
3.3. Below, the text of the abstract should be printed.
3.4. After the abstract's keywords and JEL classifications should be printed.
3.5. Below the main body of the paper should be placed.
3.6. The main body of the paper should be followed by references.
3.7. References contain the list of literature referred to given in alphabetical order.
3.8. All figures and tables should be printed inside the papers' main body.
4. Manuscript length
4.1. The paper should not be less than 2000 words and should not exceed 6000 words.

Publishing process

Submission process
To submit a paper, please send two copies of manuscript, one in MS Word format (.doc or .docx) and one in PDF, and completed Cover letter form attached to an e-mail to the editorial assistant.
Make sure that all supplementary materials (tables, figures, equations, and images) are editable. In case the editorial assistant asks to send editable elements, please do it as soon as possible to make the reviewing process faster. To prepare your paper for submission, please read Submission Guidelines.

Infringement of Research Misconduct Policies will result in paper rejection and possible sanctions against authors.

Review process
All papers are "double-blind" peer-reviewed. Detailed information can be found in Peer Review section.

Article Processing Charges (APC)
If a manuscript has been accepted for publication in a hybrid journal, authors have an option to choose between subscription publication and publication in open access. Subscription publication does not require any APC payment from authors and all rights to the published article remain with the publisher.
APC are paid by the authors in order for their articles to be published in open-access under one of Creative Commons licenses. APC cover the costs of publication process, including peer-review administrating, copy editing, hosting the files etc. APC is different for each journal and detailed information can be found on the respective journal pages.

After the paper is typeset, the publisher will provide the authors of accepted papers with proofs for the correction of errors. Only changes to the title of the paper, list of authors or scientific errors will be considered and further approved by the publishing team. The publisher is not responsible for the errors which are the results of authors' oversight. We reserve the right to make the final decision regarding style and the size of figures.

Personal Information Use and Protection

Provided personal information:

  • contact information (name, e-mail address, post address, and phone number);
  • information about education and professional experience;
  • sign-in information;
  • information about payment, e.g. credit or debit cards numbers;
  • comments, reviews and messages you have posted at our resource;

Publisher may use authors’ personal information to:

  • maintain the terms of copyright;
  • find, investigate, and prevent security threat, fraud or other malpractice;
  • provide authors with our resources, give them access to our products and services, fulfill order or transaction, hold researches or transactions;
  • address authors’ claims, comments or problems;
  • provide technical support;
  • provide authors with individual personalized content and services;
  • improve the quality of our resources, work out new products and services;
  • define and analyze new trends;
  • inform authors about all changes and updates of our resources, products and services.

We may share authors’ information with appropriate agents, representatives, mutual establishments and organizations, we are agents or sponsors to. This information may be shared only for appropriate reasons, which may be important for us in business matters or according to our legal obligations.

LLC “CPC “Business Perspectives” takes all necessary precautionary measures to protect your personal information from theft, abuse, unauthorized access, disclosure, change, and distraction with the help of appropriate administrative, physical, and technical measures in providing security.




LLC “CPC "Business Perspectives” protects your rights as an author and guarantees that any juridical information and questions regarding author’s right will be regulated.

Author's rights
Author's rights to the contents of the article are determined by whether the article is published in open access or as a subscription article.

Subscription articles
Full and exclusive publishing rights and full copyright to the article belong to the publisher.

Open-access articles
Authors whose articles are published in open-access retain copyright to the content of the articles. The publisher is granted the right to make the first publication of the article. Open access articles can be published under one of the following Creative Commons licenses by the author's choice (remember that licenses are irrevocable).

Creative Commons Attribution (CC BY) 4.0: allows content to be copied, adapted, displayed, distributed, re-published or otherwise re-used for any purpose including for adaptation and commercial use provided the content is attributed.

Creative Commons Attribution-NonCommercial (CC BY-NC) 4.0: allows content to be copied, adapted, displayed, distributed, republished or otherwise re-used provided the purpose of these activities is not for commercial use and the content is attributed. Commercial use means use of the content by a commercial organization or individual for direct or indirect gain or remuneration.


If the article is published in open-access under CC BY 4.0 or CC BY-NC 4.0 licenses, users may reproduce it in accordance with their terms.

Additionally, if the article had been published under CC BY-NC 4.0, the use for the following commercial purposes requires permission:

  • reproduction of content in a work or product intended for sale;
  • reproduction in presentations, brochures or other marketing materials used for commercial purposes;
  • distribution of the content to promote or market a person, product, course, service or organization;
  • text and data mining for the purpose of creating a saleable product or product which benefits from promotional or advertising revenue;
  • use of the content by a commercial entity or individual for the purposes of remuneration, directly or indirectly through sale, licensing, promotion or advertising;
  • linking to the content (in an email, webpage, portable electronic device or otherwise) for the specific purpose of marketing or advertising a person, product, course, service or organization for commercial benefit.

If the published article is available to subscribers only, the author can use the materials of the paper in theses or dissertation, articles may be presented as a presentation, copies of the article may be used by their colleagues in researches, authors can make print or electronic copies for personal use. Thus, authors can reproduce their own work without applying for permission. We only ask for final acknowledgement of first publication and a link to the definite published version.

For further details and permission requests, please contact

If the published article is available to subscribers only, then, for it to be re-printed (reproduced), the author should contact the Publisher and get the corresponding permission. Define the aim of reprint, fill Reprint Permission Form and e-mail it to LLC "CPC "Business Perspectives". All other users should complete the Reprint Permission Form or contact our staff for full details of their reproduction requirements and full reference:

  • Article title
  • Author(s)
  • Journal title
  • Journal volume, issue and year
  • How you wish to use the article

We aim to respond to permissions requests whenever possible within 10 working days.

Hardcopy reprints

Authors may order hardcopy reprints of their articles. Use the table to determine the cost of the reprints (prices are presented for one reprint).

Number of pages Quantity
Up to 50 50-100 100-200
1-10 € 10 € 8 € 7
10-20 € 12 € 10 € 8
20-25 € 15 € 12 € 11

Minimum quantity of the hardcopy reprints the authors can order is 15 items.


Editorial Board members and reviewers constantly work on increasing the efficiency of manuscripts evaluation and selection of the papers that present extreme importance to the scientific field. In this respect, there are factors that result in a rejection of a significant share of papers submitted for publication. The reasons for rejection can be different. Main reasons are listed in Peer Review and Research Misconduct Policies.

LLC “CPC “Business Perspectives” emphasizes that in no case place of work or country of residence of the scientist, his racial or religious affiliation can be the reason for rejection.

In this respect, we ask the authors to pay attention to necessity of observing publication ethics principles. Submitted manuscripts should be relevant in content and comply with the aim, tasks and specialization of the journal.

The language of the manuscript should be professional, and the format should comply with the standards given. Weak English and incompliance with the format standards will not obligatorily lead to rejection, but can delay paper acceptance until the author makes the amendments. The acceptance rate for the journal is calculated as a number of manuscripts accepted for publication compared with total number of manuscripts submitted in one year.

This rate demonstrates gradual and steady decrease. By now, it is 28%.

To have a clear vision about period of consideration and process of review of your paper, authors can always contact the editorial assistant. Period of paper consideration is not fixed and can be changed depending on different factors, but our employees will keep you informed about the status of the publishing process.

The average time it takes to make a publication decision after receipt of submitted manuscript is 74 days.

Number of articles published in “Innovative Marketing” journal:

2006 – 60
2007 – 37
2008 – 37
2009 – 37
2010 – 40
2011 – 42
2012 – 33
2013 – 21
2014 – 24
2015 – 11
2016 – 12


The author may deposit pre-print version of the paper (manuscript by the author, submitted to the journal, before peer-review and without any editorial amendments) to any platform anytime with acknowledgement to the Publisher and the Journal (acknowledgement should be made as follows: "This is a pre-peer-reviewed version of the paper submitted for publication to [name of the Journal] published by LLC "CPC "Business Perspectives").

The author may deposit post-print version of the paper (accepted version of the manuscript after peer-review and content amendments, but before copyediting, typesetting and proof correction) to the author's personal website, provided that it is non-commercial, and to the repository of the author's institution, provided that it will not be made publicly available (if the article is published in paid open access, it can be made publicly available immediately upon publication) , with acknowledgement of the Publisher and the Journal (acknowledgement should be made as follows: "This is an accepted peer-reviewed version of the paper. The published version of the article is available at LLC "CPC "Business Perspectives" at[DOI of the article]").

Published version of a subscription article
The author may not deposit published version of the paper (final edited and typeset version that is made publicly available by the Publisher and can be considered an article) to any institutional repository or make it publicly available in any way, except sharing it within the private groups inside their institutions.

Published version of an open-access article
The Author may deposit published version of the paper (final edited and typeset version that is made publicly available by the Publisher and can be considered an article) to any institutional repository, and distribute and make it publicly available in any way with acknowledgement to the Publisher and the Journal (acknowledgement should be made as follows: "This is a published version of the paper, available at LLC "CPC "Business Perspectives" at[DOI of the article]").



Article processing charge (APC) is paid by authors only after the paper had been reviewed and accepted for publication. APC cover the costs of publication process, including peer-review administrating, copy editing, hosting the files etc. Business Perspectives does not employ submission or reviewing charges.

Article processing charge for “Innovative Marketing” is 395 €. Please request an invoice (or information about other methods of payment) from an editorial assistant or follow the link to Pay online.
If authors want the size of the article to exceed established limit (6000 words), they should contact an editorial assistant to elaborate on publication details.

After the issue is published, the corresponding author will receive one printed copy of the issue free of charge (additional copies are available for ordering from an editorial assistant).

LLC “CPC “Business Perspectives” is considering discounts and waivers for particular cases and individuals. For this purpose authors should send an e-mail to the editorial assistant requesting a discount and specifying the reason.

Double-dipping Policy
“Innovative Marketing” addresses double-dipping and subscription price for each year is calculated depending on the number of open-access articles published in the journal during previous years.

13 volumes and 44 issues