The theoretical frameworks of transaction cost economics and agency theory are widely used to design appropriate governance structure for constraining opportunism within marketing channels. These approaches generally assume that marketing channel managers are opportunistic, and only economic...

Research and practitioners alike have underscored the importance of customer value creation in marketing. For any marketing practice to be successful, it must first create value for customers. This is also true for the practice of relationship marketing, which is enjoying popularity among...

Current marketing channel literature overwhelmingly suggests that entering exchange relationships leads to positive outcomes for the exchange parties. Yet, not all exchanges employ relational exchange. Thus, research appears to lack an understanding of the boundary conditions of successful...

Purpose – The purpose of this paper is to present an integrative systems model of knowledge management (KM) across the franchisor-franchisee-customer triad. The conceptual development of this paper focuses on the areas of knowledge development, knowledge transfer and knowledge use within the...