Effective cross-functional relationships (CFRs) between Marketing and other departments arecritical to the performance of most organisations. CFRs are part of Porter's value chain, andare an important aspect of a firm's market orientation. Over the last three decades, asignificant body of...

The basic premise of running a field trial is that the estimates of treatment effects obtained are representative of how the different treatments will perform in the field. The disparities between the treatment effects observed experimentally, and those that would be observed were the treatments...