Purpose – Previous research has reported that the adoption of a strategic purchasing orientation (SPO) requires closer relationships with key suppliers and greater long‐term planning in supply management. This paper aims to develop a generic framework for the evaluation of key supply...

This research examines whether the marketing mix decisions for new product launch change over the product‐market life cycle. Results raise questions about existing benchmark beliefs based on normative text‐book theories. In view of new insights we suggest a number of directions for the...

It is widely held that long‐term relationships between buyers and suppliers are beneficial for both parties. This view has become axiomatic in contemporary management. However, little empirical evidence exists to support the benefits of long‐ versus short‐term relationships. This study...