Relationship marketing—establishing, developing, and maintaining successful relational exchanges—constitutes a major shift in marketing theory and practice. After conceptualizing relationship marke...

The Commitment-Trust Theory of Relationship Marketing

Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output The dominant logic focused on tangible resources, embedded value, and transactions Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators

/pdf/evolving-to-a-new-dominant-logic-for-marketing-bnlxqi06a2.pdf

Evolving to a New Dominant Logic for Marketing

Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. They also understand that this relation is asymmetric. Although loyal consumers are most ...

https://www.jstor.org/stable/pdf/1252099.pdf

Whence Consumer Loyalty

The authors integrate theory developed in several disciplines to determine five cognitive processes through which industrial buyers can develop trust of a supplier firm and its salesperson. These p...

An Examination of the Nature of Trust in Buyer–Seller Relationships:

Marketing managers must know the time orientation of a customer to select and use marketing tools that correspond to the time horizons of the customer. Insufficient understanding of a customer's ti...

https://www.jstor.org/stable/pdfplus/1252265.pdf

Determinants of Long-Term Orientation in Buyer-Seller Relationships:

Transaction cost analysis is rapidly becoming an important theoretical paradigm in marketing. However, the accumulation of transaction cost studies has been accompanied by a growing body of critici...

Do Norms Matter in Marketing Relationships

Relationship management rapidly is becoming a central research paradigm in the marketing channels literature. A growing body of conceptual and empirical literature addresses different aspects of in...

https://www.jstor.org/stable/pdfplus/1252252.pdf

Interorganizational Governance in Marketing Channels

Recent trends in industrial markets indicate that buyers and sellers are increasingly supplanting conventional “arm's length” arrangements with “alliances” involving closer ties. The authors develo...

Alliances in Industrial Purchasing: The Determinants of Joint Action in Buyer-Supplier Relationships:

Over the past decade, transaction cost analysis (TCA) has received considerable attention in the marketing literature. Marketing scholars have made important contributions in extending and refining...

/pdf/transaction-cost-analysis-past-present-and-future-1gkvhrxjc0.pdf

Transaction Cost Analysis: Past, Present, and Future Applications

The authors develop a theoretical extension to the basic transaction cost model by combining insights from dependence theory with the TCA approach. They introduce offsetting investments as a means ...

Jan B. Heide

Papers

Do Norms Matter in Marketing Relationships

Interorganizational Governance in Marketing Channels

Alliances in Industrial Purchasing: The Determinants of Joint Action in Buyer-Supplier Relationships:

Transaction Cost Analysis: Past, Present, and Future Applications

The Role of Dependence Balancing in Safeguarding Transaction-Specific Assets in Conventional Channels: