We examined three approaches to research in marketing: exploratory hypotheses, dominant hypothesis, and competing hypotheses. Our review of empirical studies on scientific methodology suggests that the use of a single dominant hypothesis lacks objectivity relative to the use of exploratory and...

Scope of the paper is improving our understanding of ‘value co-creation’, one of the cornerstones of the Service-Dominant (S-D) logic, which is focused on the undertaking of specific human interactive forms; to accomplish this goals the paper analyzes several organization theories’...

This paper examines the marketing practices of Argentine business‐to‐business firms and compares them with the marketing practices of US and New Zealand firms. While the results show marked similarities in the practices for a certain proportion of Argentine firms, there are also some...

Purpose – The aim of the paper is to develop a conceptual framework that explores the sources of manufacturer brand benefits for resellers. Design/methodology/approach – The paper reports a qualitative investigation where packaged goods resellers were interviewed about the benefits of...

Purpose – The objective of the Contemporary Marketing Practices (CMP) research program is to develop an understanding of how firms relate to their markets in a manner that integrates both traditional and more modern views of marketing, and incorporates an understanding of both the antecedents...