European Journal of Marketing: Volume 57 Issue 11

Symbiotic association of resources and market-facing capabilities in supply chains as determinants of performance: a resource orchestration perspective

Karthik N.S. Iyer, Prashant Srivastava, Mahesh Srinivasan

The purpose of this study is to advance the understanding of resource orchestration in inter-firm partnerships that appropriately configure and align strategic cross-firm supply…

Decolonising marketing: five fundamental decisions for customer engagement

Wilhelmina Johanna Greeff

This paper aims to offer practical, data-led guidance for the decolonisation of marketing strategy, especially as it relates to customer engagement. It does so with an acute…

Effects of contractual completeness on opportunistic behaviors, multilevel transaction costs and relationship termination intention: the moderating effect of alternative attractiveness

Ho-Taek Yi, Minkyung Lee, Fortune Edem Amenuvor

This study which is positioned in the ambit of control research investigates the impact of ex ante contractual completeness on opportunistic behaviors and ex post transaction…

The effect of cultural differences on the relationship between contract governance and opportunism

Tao Wang, Linhao Han, Zhilin Yang, Yu Jia

The purpose of this study is to determine the dimensions of cultural differences, which are theoretically most relevant to contract functions in international marketing. Moreover…

Consumer anticipation as a performative experience

Tunyaporn Vichiengior, Claire-Lise Ackermann, Adrian Palmer

The purpose of this study is to explore consumer anticipation processes that occur after commitment to a purchase has been made, but before consumption occurs. The authors add to…