The purpose of this article is to provide an understanding of the methodology of action research, especially its use in a marketing context. A retrospective account of a market‐oriented action research project in which the author was involved is provided in the form of a summative evaluation...

It has been noted in the literature on inter‐organisational relationships that long‐term cooperation is more effective in a business environment characterised by interdependence, commitment and trust. However, there is not enough knowledge about the effect of interdependence in different...

A study was conducted to determine the relationship between a firm's role in the competitive environment and the appropriate strategies to use. Using firms sampled from China, it was found that market‐oriented and relationship marketing‐oriented strategies are both important for market...

The relationship marketing paradigm has emerged as a major tool by which marketers may examine and conceptualise relationships with consumers, however its application to the business‐to‐business dimension of retailing has been largely neglected. The current work examines one particular...

Purpose – This study investigates the validity of the relationship paradigm in contrast with the marketing‐mix paradigm with respect to modern Russian markets. Moreover, the specifics of Russian marketing practices are outlined and a comparison with marketing practices in other countries is...

Purpose – The calculations which underlie efforts to balance marketing spending on customer acquisition and customer retention are usually based on either single‐period customer profitability or forecasts of customer lifetime value (CLTV). This paper argues instead for risk‐adjusted CLTV,...

Purpose – This study incorporates two Chinese cultural variables guanxi (personal relationship) and xinyong (personal trust) with other relational variables that are well defined in the west, i.e. supplier competence, commitment, conflict handling and satisfaction to see how they generate...

Purpose – The paper reports on an exploratory study aimed at analysing a series of independent variables derived from international industrial marketing and channel management literature. Design/methodology/approach – The respondents represent a number of dyadic business‐to‐business...

Purpose – The purpose of this paper is to provide a conceptual model of behavior in the franchise network from the perspective of quality management. Design/methodology/approach – Based on the review of the literature, the development of a theoretical scale for measuring quality in franchise...

Purpose – The purpose of this paper is to examine the development, extension and use of the “six markets” model and to outline a framework for analysing stakeholder relationships and planning stakeholder strategy. Design/methodology/approach – The “six markets” stakeholder model is...