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. JoshiRodney L. Stump OriginalPaper Pages: 291 - 305
The link between attractiveness of “Extrabrand” attributes and the adoption of innovations Thomas C. BoydCharlotte H. Mason OriginalPaper Pages: 306 - 319
Managing trade promotions in the context of market power Jack J. KasulisFred W. MorganJames M. Kenderdine OriginalPaper Pages: 320 - 332
Analyzing the commitment-loyalty link in service contexts Mark P. PritchardMark E. HavitzDennis R. Howard OriginalPaper Pages: 333 - 348
Experimentation in the 21st century: The importance of external validity Russell S. Winer Marketing in the 21st Century Pages: 349 - 358
A vision of theory, research, and the future of business schools Bobby J. CalderAlice M. Tybout Marketing in the 21st Century Pages: 359 - 366