This study outlines the development and validation of a measure of reciprocity. The definition used to develop the measure extends traditional quid pro quo interpretations to include behavior designed to stabilize relationships in times of exchange breakdown. This includes resisting and not...

One possible “kind” of marketing relationship occurs where a norm of reciprocity is upheld. The norm states that “we should return good for good, in proportion to what we receive; we should resist evil, but not do evil in return; we should make reparation for the harm we do;...furthermore...

In two experiments, we show that the beliefs women have about the controllability of their weight (i.e., weight locus of control) influences their responses to advertisements featuring a larger-sized female model or a slim female model. Further, we examine self-referencing as a mechanism for...

Although the soap opera as a television genre has consistently captured the imagination of millions of people around the world, surprisingly little has been written about it in the marketing literature. Understanding the consumption imagery in soaps may allow marketers to assess the relevance of...

Assessment of the role of the individual service worker in encouraging customer organizational citizenship behaviors (customer OCBs) is the primary focus of this paper. The researchers investigate this topic empirically across three service contexts. Customer OCBs are voluntary, outside of the...

Despite the pervasiveness of Six Sigma program implementations, there is increasing concern about implementation failures. One reason many Six Sigma programs fail is because an implementation model on how to effectively guide the implementation of these programs is lacking. Using a successful...

While lean programmes continue to be implemented in many companies, there is a rising concern regarding the failures of these programmes. Many of them fail because we do not know how to implement them. Using the experience with a lean programme in an aircraft maintenance and repair operation,...

The article compares the traditionally balanced and just-in-time lines of production. Over the years, many companies have implemented the just-in-time (JIT) philosophy to assist them in competing on the basis of speed and agility. JIT production lines utilize capacity slack to assist in...

The article presents results of a computer simulation experiment which investigated the use of protective capacity as a means to reduce production cycle times and inventory holdings for a production line. In the 1980s, quality was the primary focus for competition in many businesses. Many...