Business Horizons

Contents
Volume 52, Number 4 July-August 2009

Editor's Perspective
When the rules of the game change...in the middle
of the game
Catherine M. Dalton 305

Executive Digests
Competing with quality service in good times and bad
Leonard L. Berry 309

Entrepreneurial orientation: AN applied perspective
S. Trevis Certo, Todd W. Moss, and Jeremy C. Short 319

Featured Articles
Service sabotage: The dark side of service dynamics
Lloyd C. Harris and Emmanuel Ogbonna 325

The cheating culture: A global societal phenomenon
Victoria L. Crittenden, Richard C. Hanna, and
Robert A. Peterson 337

Outsourcing support functions: Identifying and
managing the good, the bad, and the ugly
Cecily A. Raiborn, Janet B. Butler, and
Marc M. Massoud 347

Social media: The new hybrid element of the
promotion mix
W. Glynn Mangold and David J. Faulds 357

Process completeness: Strategies for aligning service
systems with customers' service needs
Gabriele Piccoli, M. Kathryn Brohman,
Richard T. Watson, and A. Parasuraman 367
A brand is forever! A framework for revitalizing
declining and dead brands
Sunil Thomas and Chiranjeev Kohli 377

Embracing the whole individual: Advantages of a
dual-centric perspective of work and life
Kristina A. Bourne, Fiona Wilson, Scott W. Lester,
and Jill Kickul 387

Books on the Horizon by Mimi Dollinger
The Economics of Counterfeit Trade: Governments,
consumers, pirates and intellectual property rights
Peggy Chaudhry and Alan Zimmerman 399

McMafia: A journey through the global criminal
underworld
Misha Glenny 400

Minding the store: Great writing about business from
Tolstoy to now
Robert Coles and Albert LaFarge 401

Remix: Making Art and commerce thrive in the Hybrid
economy
Lawrence Lessig 402