Purpose – The purpose of this paper is to apply pragmatic and practical perspectives to the transferability of research findings by examining the potential of structuration to serve as the relationship marketing meta‐theory. Design/methodology/approach – The paper revisits the advanced...

Purpose – The purpose of this paper is to apply the theory of relationship marketing to the previously unexplored context of organizations – from multiple sectors of society – that interact through no other apparent reason than geographic proximity. The paper assimilates literature from...