1. Escalation of commitment during new product development

   • Jeffrey B. Schmidt
   • Roger J. Calantone

   OriginalPaper Pages: 103 - 118

2. Beyond first impressions: The effects of repeated exposure on consumer liking of visually complex and simple product designs

   • Dena Cox
   • Anthony D. Cox

   OriginalPaper Pages: 119 - 130

3. The effects of price on brand extension evaluations: The moderating role of extension similarity

   • Valerie A. Taylor
   • William O. Bearden

   OriginalPaper Pages: 131 - 140

4. Alliance competence, resources, and alliance success: Conceptualization, measurement, and initial test

   • C. Jay Lambe
   • Robert E. Spekman
   • Shelby D. Hunt

   OriginalPaper Pages: 141 - 158

5. Customer mind-set of employees throughout the organization

   • Karen Norman Kennedy
   • Felicia G. Lassk
   • Jerry R. Goolsby

   OriginalPaper Pages: 159 - 171

6. Reviews of books

   • Peggy Cunningham
   • Masaaki Kotabe
   • Judith Lynne Zaichkowsky

   BookReview Pages: 172 - 180