1. The contingent effect of specific asset investments on joint action in manufacturer-supplier relationships: An empirical test of the moderating role of reciprocal asset investments, uncertainty, and trust

   • Ashwin W. Joshi
   • Rodney L. Stump

   OriginalPaper Pages: 291 - 305

2. The link between attractiveness of “Extrabrand” attributes and the adoption of innovations

   • Thomas C. Boyd
   • Charlotte H. Mason

   OriginalPaper Pages: 306 - 319

3. Managing trade promotions in the context of market power

   • Jack J. Kasulis
   • Fred W. Morgan
   • James M. Kenderdine

   OriginalPaper Pages: 320 - 332

4. Analyzing the commitment-loyalty link in service contexts

   • Mark P. Pritchard
   • Mark E. Havitz
   • Dennis R. Howard

   OriginalPaper Pages: 333 - 348

5. Experimentation in the 21st century: The importance of external validity

   • Russell S. Winer

   Marketing in the 21st Century Pages: 349 - 358

6. A vision of theory, research, and the future of business schools

   • Bobby J. Calder
   • Alice M. Tybout

   Marketing in the 21st Century Pages: 359 - 366

7. Theory and external validity

   • John G. Lynch

   Marketing in the 21st Century Pages: 367 - 376

8. Reviews of books

   • Victoria L. Crittenden
   • Bruce D. Keillor
   • Birud Sindhav

   BookReview Pages: 377 - 383

9. Marketing and the law

   • Larry A. DiMatteo
   • Anita Cava
   • Peter Bowal

   Announcement Pages: 384 - 386