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an associate professor at the West Chester University of Pennsylvania, earned her PhD in Marketing from Kent State University. Prior to earning her degree she held a variety of positions in market research fi rms. Her current research interest focuses on segmentation and service quality and how these factors infl uence a company ' s ability to extract value from its consumer base. Keywords segmentation , cohort analysis , Baby Boomer , age , consumer behaviourAbstract This study investigates the values differences between and among cohorts by examining perceptions of the appropriateness of women wearing fl ip-fl ops in a formal situation. Results show there is a signifi cant cohort difference in values and the level of appropriateness of the shoes worn in the formal situation with the President of the United States. Signifi cant differences were found between the Veterans and the other younger cohorts. The major rationale for this is that the Baby Boomer infl uence on the two younger cohorts is very strong and enduring.

Current models of Internet adoption at the marketing/entrepreneurship interface focus on the Entrepreneurial Small Firm (ESF) as the supplier in a supplier/buyer relationship. Analysis of a data set, which captured selected ESF Internet buying behaviours, offers insights from the buyer perspective. The authors present these findings and propose implications for the supplier/buyer relationship.

This paper explores a way that medical practices might develop a higher margin revenue source by offering a differentiated service that caters to patients who value more personalized service. Using SERVQUAL, German patients were surveyed to determine if there is a relationship between a desire for personalized service and a willingness to pay a premium for medical care. The results indicate that a greater desire for personalized care distinguishes those who pay a premium for medical care from those who do not. This suggests that medical practices can differentiate their service based on more personalized care and charge a higher fee for this service.

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