Marketing has become accepted and proven in science and practice over the past decades. Many principles of marketing have become self-evident, but have led to gross generalizations and simplified thought patterns. This article examines myths and metaphors in marketing. A distinction is made...

This conceptual paper proposes psychological contract theory (PC) as an appropriate lens to advance our understanding of employment relationships in the unique context of the family firm. By focusing on the formation of the PC in family and non-family employees in family firms through episodes...

The last three years have brought unparalleled change, with the pandemic catalysing major shifts in what matters to people and their organisations. In this fascinating, turbulent context, I explore the impact of the pandemic on the psychological contract (PC) from the neglected employer’s...

There is a dark side to the psychological contract that exists between employers and employees. This dark side is demonstrated by how corporations use a positive reputation to close their job openings when the companies’ leadership and management already know the organization functions with a...