As the thoughts and actions of marketers focus on the philosophy of relationship marketing (RM), the purpose of this paper is to broaden our understanding of the concept for its effect on ethical behaviour in organisations. Whilst there is evidence of strong ethical inputs in the theory...

There is a growing interest in relationships in the marketing literature, which has resulted in increasing attention to relational aspects of business. How the actors perceive the relationship thus emerges as a key issue. Traditionally, customer perceptions, for example, perceived service...

This paper is a continuation of our research effort to develop a new approach to total relationship management. It is a theoretical and conceptual one, providing marketing and management ideas on how to integrate total quality management (TQM) and total relationship management (TRM) in order to...

The purpose of this study is to increase understanding of gaps in buyer‐seller relationships. Increasingly complex, rapidly changing, and dynamic business environments provide a rich research environment for analysing gaps in business relationships. Traditionally, gaps have been examined from...

Purpose – This paper explores the process of mutual value creation in a component co-branding relationship between an unknown component supplier and a well-known Original Equipment Manufacturer (OEM). In particular, the purpose of this paper is to investigate the antecedents of parties’...