Zeithaml, Valarie A.; “Rajan” Varadarajan, P.; … - In: European Journal of Marketing 22 (1988) 7, pp. 37-64
The contingency approach and its relevance to theory building and research in marketing is described. The approach is delineated and its theoretical foundations traced. Several established contingency theories within the management discipline are outlined and the research they have stimulated on...
