The use of resource-based theory (RBT) in marketing research has increased by more than
500% in the past decade, which suggests its importance as a framework for explaining and …

This paper synthesizes five decades of supply chain-related research from premier
managerially oriented marketing journals and provides a state-of-the-art integration and …

Avatars are becoming increasingly popular in contemporary marketing strategies, but their
effectiveness for achieving performance outcomes (eg, purchase likelihood) varies widely in …

Live streaming has recently become a popular direct selling channel which offers small, self-
employed sellers unseen levels of consumer interaction and engagement. While the extant …

The COVID‐19 pandemic has created significant disruptions in both demand and supply.
Our study makes use of such dramatic changes in demand and supply during the pandemic …

With the emergence of environmental sustainability and green business management,
increasing demands have been made on businesses in the areas of environmental …

Although extant literature has shown that formal contracts and relational governance play a
key role in interorganizational relationships, the nature of their interplay still remains …

Marketing organization is the interface of the firm with its markets and where the work of
marketing gets done. This review of the past 25 years of scholarship on marketing …

Firms routinely engage in relationship marketing (RM) efforts to improve their relationships
with business partners, and extant research has documented the effectiveness of various …

Transaction cost theory emerged over 80 years ago yet still continues to exert an important
influence on marketing thought. In this article, I examine the past, present and future of this …