The marketing literature has made significant progress towards a better understanding of how firms can effectively design and manage their channels of distribution. However, the complexity of today’s channel systems raises additional issues that remain unaddressed. The purpose of this article...

In an empirical examination of the effects of inequity in interorganizational relationships, the authors find similarities and differences in the way that Dutch and U.S. automobile dealers react to inequity in their relationships with their automobile suppliers. As predicted by equity theory,...

Research on interorganizational relationships is predicated on the idea that fairness is always important. The authors question this assumption because most fairness research has been conducted in Western countries, and mixed empirical support draws into question how important fairness actually...

Relationship marketing (RM) has emerged as one of the dominant mantras in business strategy circles, though RM investigations often yield mixed results. To help managers and researchers improve the effectiveness of their efforts, the authors synthesize RM empirical research in a meta-analytic...