Over the last decade, considerable emphasis has been placed on the importance of relationship marketing. The re‐orientation of marketing has been at the expense of the traditional approach to marketing, that is transaction marketing (the “4Ps”). However, others conclude that transactional...

Purpose In reference to the offshore-wind industry, this study aims to show that innovative purchasing and supply management practices can increase both firm- and industry-level performance. This paper also includes a description of the offshore-wind supply chain, which remains understudied in...

Although coined more than 15 years ago, relationship marketing remains an ambiguous concept with plenty of rhetoric but few publications on empirical evidence in support of a relationship marketing paradigm shift. A research project is currently studying marketing dyads in the international food...