The Contingency Approach: Its Foundations and Relevance to Theory Building and Research in Marketing

The contingency approach and its relevance to theory building and research in marketing is described. The approach is delineated and its theoretical foundations traced. Several established contingency theories within the management discipline are outlined and the research they have stimulated on related topics in marketing are highlighted. An assessment of the current state of the contingency approach in marketing literature is then provided.

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Year of publication:	1988
Authors:	Zeithaml, Valarie A. ; “Rajan” Varadarajan, P. ; Zeithaml, Carl P.
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 22.1988, 7, p. 37-64
Publisher:	MCB UP Ltd
Subject:	Contingency Planning \| Marketing \| Research \| Theory

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Type of publication:	Article
Type of publication (narrower categories):	conceptual-paper
Language:	English
Other identifiers:	10.1108/EUM0000000005291 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014725442