Firms invest heavily in different types of business-to-business relationship marketing activities in the belief that such programs bolster their bottom line. In this study, we develop and test a conceptual model that links customer-specific relationship marketing investments to short-term,...

Trade shows are an important but under-researched component of the promotion mix for most industrial products. In this paper, we develop a three-stage model of trade show performance, relying on different indices of performance at each stage: attraction, contact, and conversion efficiency. We...

Success in business markets demands going beyond satisfactory exchanges with customers. Conventional wisdom therefore dictates that firms must build close customer relationships. Yet, unfortunately, the meaning of a close relationship from the customer's viewpoint can get lost in translation. We...

We distinguish between horizontal and vertical joint ventures, and find correspondingly different valuation effects. Horizontal joint ventures create synergistic gains that are shared by the partners. In contrast, vertical joint ventures generate gains only for suppliers. This is similar to the...

Scholars apply the relationship metaphor as a default conceptual lens to understand commercial interactions. Yet whereas the relationship paradigm sheds light on how the socially embedded structure of these interactions impacts their outcomes, the relationship metaphor can also obscure scholarly...

This research examines the interactive effects on industrial salespeople's intrinsic and extrinsic (I/E) motivation of outcome control, activity control, and capability control above and beyond their main effects. I/E motivation are disaggregated into their cognitive and affective dimensions....