Purpose – To contribute to improved research practices by addressing three key realities in management research, all being largely disregarded by research: complexity, context and persona (the human and social aspects of researcher behaviour). Design/methodology/approach – Based on...

Stresses issues brought up in the first World Wide Web conference on relationship marketing. Based on research on relationship marketing going back to the early 1970s which resulted in the definition of 30 relationships in marketing ‐ the 30R approach. Brings up inconsistencies in marketing,...