Purpose – This paper aims to attempt to develop an integrative theoretical framework that approaches global industrial marketing from a managerial cognition perspective. Design/methodology/approach – Drawing from the managerial cognition research, business strategy research, and...

Purpose – The aim of this paper is to illustrate that the operant resource perspective of the service-dominant (S-D) logic can explicate how operant resources can influence relationship marketing (RM) strategy success. Design/methodology/approach – After a brief discussion of the operant...