Purpose – This paper aims to contrast two approaches to the study of contracts in business and industrial marketing: first, as a legal document in shaping at the outset exchanges and interactions, for instance in projects; and second, as relational norms in becoming integrated into a business...

Purpose – This paper aims to study the role of the focal firm in local communities. In particular, it aims at analyzing such firms’ contribution to innovation, proposing a classification of the interactions and role systems that contribute to determining the innovational impact of focal...