This paper synthesizes five decades of supply chain-related research from premier
managerially oriented marketing journals and provides a state-of-the-art integration and …

Three streams of strategic thought,(1) the “adaptive marketing capabilities” works,(2) the
“dynamic capabilities” view, and (3) resource-advantage (RA) theory, are converging on the …

This article's objective is to inspire and provide guidance on the development of marketing
knowledge based on the theories-in-use (TIU) approach. The authors begin with a …

Research in marketing has increasingly focused on building knowledge about how firms'
marketing contributes to performance outcomes. A key precursor to accurately diagnosing …

This manuscript addresses growing concerns about the impact and relevance of the
marketing discipline and its ability to replicate itself through common theoretical, empirical …

The sharing economy has experienced major growth in a short period with little academic
research that has looked into possible logistic factors that may have contributed to this …

The ability of a firm's managers to understand how its customers view the firm's offerings and
the drivers of those customer perceptions is fundamental in determining the success of …

Although research in business-to-business (B2B) marketing has significantly increased,
critical voices questioning the managerial relevance and theoretical innovativeness of the …

This paper is composed of scholarly essays that explore the problematic nature of
marketing's influence within the academy and organizations, potential explanations and …

Numerous commentators note that marketing is entering its fifth era of evolutionary
development as a troubled discipline. Marketing's troubled evolutionary trajectory has led to …