Purpose – The purpose of this paper is to examine how and why business firms, both as suppliers and as customers, make specific adaptations to their products and processes to meet the particular requirements of another firm with which they are transacting business. Design/methodology/approach...

The inspiration for this e-book emerged from the marketing education track of the 2009 annual conference of the Academy of Marketing, hosted by Leeds Metropolitan University. This conference track is always popular and lively, but 2009 was a vintage year, with 36 papers submitted. Such a wealth...

Purpose – The purpose of this paper is to discuss the range of potential influences on children's food choices, while suggesting that recent restrictions on advertising of some foods may not be as effective as expected. It aims to use home‐delivered food promotional materials to illustrate...