Trading companies face global competitive pressures to adapt their roles and strategies. Even Swedish trading companies, although specialised in terms of products and on overseas markets, have experienced more difficult competition. However, little or no research has been done on the commercial...

Values have become a subject of growing interest, and are now generally accepted as an important factor in marketing research. However, value research that relies solely on a simple first‐order value paradigm, faces certain conceptual difficulties. By using a radically different formal value...