Purpose – The authors propose to reply to the comment by Mario Rese on the article “The explanatory foundations of relationship marketing theory.” Design/methodology/approach – This paper provides a critical analysis. Findings – The comment of Rese has misspecified the major problems...

Determining the strategic thrust of the firm, it may be argued, is the principal task of top management. This task is aided by recent theories of business and marketing strategy, including the normative imperatives based on industry factors, resource factors, competences, market orientation, and...

Purpose – The purpose of this paper is to argue for including historical perspectives in doctoral seminars in marketing theory. Design/methodology/approach – The paper describes how marketing history is currently incorporated into the author's doctoral seminar in marketing theory. Findings...

Purpose – The purpose of this paper is to provide a personal retrospective on six of the key events/experiences that influenced the development of the structure, foundational premises, and models of the resource‐advantage theory of competition. Design/methodology/approach – The paper uses...

Purpose – Societies highly value economic growth because economic growth results in increase in societal standards of living. This paper addresses the issue of why economies grow and what public policy makers should favor in order to increase economic growth. Design/methodology/approach –...

One of the true classics in Marketing is now thoroughly revised and updated. ""Marketing Theory"" is both evolutionary and revolutionary. As in earlier editions, Shelby Hunt focuses on the marketing discipline's multiple stakeholders. He articulates a philosophy of science-based 'tool kit' for...