We examined nine marketing textbooks, published since 1927, to see if they contained useful marketing principles. Four doctoral students found 566 normative statements about pricing, product, place, or promotion in these texts. None of these statements were supported by empirical evidence. Four...

A general model of the management science implementationprocess is presented based on the results of more than ten yearsof implementation research. A multiple-equation representationof that model is developed for one important class of implementation,the two-stage implementation, in which it is...

A model proposed by Schultz, Ginzberg amp; Lucas (1984) that integrates thefactor and process approaches to implementation was field tested with datafrom a generalized decision support system. Significant associations werefound between manager acceptance and user perceptions of support,...

In two studies, we investigate the interrelationship between return policy leniency and retailer quality. In the first study, we content analyze the return policies of e-tailers randomly selected from those listed at BizRate.com. Then we relate the return policy characteristics to these quality...

We examined nine marketing textbooks, published since 1927, to see if they contained useful marketing principles. Four doctoral students found 566 normative statements about pricing, product, place, or promotion in these texts. None of these stateinents were supported by empirical evidence. Four...