VOLUME 1 Set Introduction - Jagdish N Sheth Volume Introduction - Paul Busch The Nature and Scope of Marketing A General Paradigm of Marketing: In Support of the Three Dichotomies Model Consumer-Interest Study in Higher Education: A Conceptual Analysis of an Emerging Discipline (with Robert Kroll) Marketing Education and Marketing Success: Are they related? (with Lawrence B Chonko and Van R Wood) Marketing Research: Proximate purpose and ultimate value The AMA Task Force on the Development of Marketing Thought: A comment The Rise and Fall of the Functional Approach to Marketing: A paradigm displacement perspective (with Jerry Goolsby) The Three Dichotomies Model of Marketing Revisited: Is the total content of marketing thought normative Marketing Is . . . On Rethinking Marketing: Our discipline, our practice, our methods Marketing as a Profession: On closing stakeholder gaps On the Service-Centered Dominant Logic for Marketing On Reforming Marketing: For Marketing Systems and Brand Equity Strategy A Responsibilities Framework for Marketing as a Professional Discipline Perspective of Other Scholars John F Gasky Robert E Smith Debra Jones Ringold Paul Busch interviews Shelby Hunt VOLUME 2 Volume Introduction - Jagdip Singh The Morphology of Theory and the General Theory of Marketing A Crucial Test for the Howard-Sheth Model of Buyer Behavior (with James L Pappas) Lawlike Generalizations and Marketing Theory Is Management a Science? (with Ronald E Gribbins) Positive vs. Normative Theory in Marketing Deterministic Theory and Marketing (with Kent Nakamoto) The Morphology of Theory: A retrospection Alderson′s General Theory of Marketing: A formalization (with James A Muncy and Nina M Ray) Bartels′ Metatheory of Marketing: A retrospective (with Kenneth A Hunt) Are the Logical Empiricist Models of Explanation Dead? The Pretest in Survey Research: Issues and preliminary findings (with Richard Sparkman and James B Wilcox) General Theories and the Fundamental Explananda of Marketing Philosophical and Methodological Foundations of Consumer Research (with Dennis Arnett) The Influence of Philosophy, Philosophies and Philosophers on a Marketer′s Scholarship On the Foundations of Foundations of Marketing Theory: A reply to fisk The Philosophical Foundations of Marketing Research: For scientific realism and truth (with Jared M Hansen) Perspective of other Scholars Jagdip Singh interviews Shelby Hunt - Terry Clark Carol Azob Raymond P Fisk Richard Bagozzi Danny N Bellenger Kent Nakamota VOLUME 3 Volume Introduction - Roy D Howell Should Marketing Adopt Relativism? Does Logical Empiricism Imprison Marketing? (with Paul S Speck) The Logical Positivists: Beliefs, Consequences and Status Naturalistic, Humanistic and Interpretive Inquiry: Challenges and Ultimate Potential Reification and Realism in Marketing: In defense of reason Truth in Marketing Theory and Research Positivism and Paradigm Dominance in Consumer Research For Reason and Realism in Marketing Truth, Laudan and Peirce: A View from the Trenches Objectivity in Marketing Theory and Research A Realist Theory of Empirical Testing: Resolving the theory ladenness/objectivity debate On the Rhetoric of Qualitative Methods: Toward historically informed argumentation in management inquiry On Communication, Probative Force and Sophistry: A reply to Van Eijkelenburg On the Marketing of Marketing Knowledge (with Steven Edison) For Truth and Realism in Management Research Realism Perspective of Other Scholars Roy D. Howell interviews Shelby Hunt - Geoff Easton Michael R. Hyman Sigurd Troye Kimberly B. Boal VOLUME 4 Volume Introduction - Jim Brown The Socioeconomic Consequences of the Franchise System of Distribution Experiential Determinants of Franchisee Success The Trend Toward Company-Operated Units in Franchise Chains Power in a Channel of Distribution (with John R Nevin) Tying Agreements in Franchising (with John R Nevin) Franchising as an Investment Opportunity: An evaluation (with Helen D Jackobs) Full Disclosure Laws in Franchising: An empirical evaluation (with John R Nevin) Franchising: Promises, problems, prospects Women and Franchising The Impact of Fair Practice Laws on a Franchise Channel of Distribution (with John R Nevin and Robert W Reukert) Legal Remedies for Deceptive and Unfair Practices in Franchising (with John R Nevin and Michael G Levas) Behavioral Dimensions of Channels of Distribution: Review and synthesis (with Nina M Ray and Van R Wood) Perspective of Other Scholars Jim Brown interviews Shelby Hunt - Adel El-Ansary Patrick J Kaufmann Rajiv P Dant Barry Berman VOLUME 5 Volume Introduction - Scott J Vitell Informational versus Persuasive Advertising: An evaluation Macromarketing as a Multi-Dimensional Construct Why Consumers Believe They are Being Ripped Off (with John R Nevin) The Macromarketing/Micromarketing Dichotomy: A taxonomical model (with John J Burnett) Ethical Problems of Marketing Researchers (with Lawrence B Chonko and James B Wilcox) Marketing and Machiavellianism (with Lawrence B Chonko) Ethics and Marketing Management: An Empirical Examination (with Lawrence B Chonko) A General Theory of Marketing Ethics (with Scott M Vitell) Social Responsibility and Personal Success: Are they incompatible? (with Van R Wood and Lawrence B Chonko) Ethics and the American Advertising Federation Principles (with Lawrence B Chonko and Roy D Howell) Ethical Problems of Advertising Agency Executives (with Lawrence B Chonko) Ethical Problems in Public Accounting: The View from the Top (with Don W Finn and Lawrence B Chonko) Perspective of Other Scholars Larry Chonko Marilyn L Liebrenz-Himes Terrence H Witkowski Scott J. Vitel interviews Shelby Hunt VOLUME 6 Volume Introduction - John R Sparks Corporate Ethical Values and Organizational Commitment in Marketing (with Van R Wood and Lawrence B Chonko) Social Responsibility and Personal Success: A research note (with Pamela Kiecker and Lawrence B Chonko) The General Theory of Marketing Ethics: A partial test of the model (with Scott Vitell) Commentary on an Empirical Investigation of a General Theory of Marketing Ethics Cognitive Moral Development and Marketing (with Jerry R Goolsby) Organizational Consequences, Marketing Ethics and Salesforce Supervision (with Arturo Vasquez-Parraga) Marketing Researcher Ethical Sensitivity: Conceptualization, measurement and exploratory investigation (with John R Sparks) Ethics and Marketing Management: A retrospective and prospective commentary (with Lawrence B Chonko) Competitive Irrationality: The influence of moral philosophy (with Dennis B Arnett) Experiential Learning and the Hunt-Vitell Theory of Ethics: Teaching marketing ethics by integrating theory and practice (with Debra A Laverie) Personal Moral Codes and the Hunt-Vitell Theory of Ethics: Why do people′s ethical judgments differ? (with Scott M Vitell) The General Theory of Marketing Ethics: A revision and three questions (with Scott J Vitell) Understanding Ethical Diversity in Organizations (with Jared M Hansen) Perspective of Other Scholars John R. Sparks interviews Shelby Hunt - Linda Ferrell Anusorn Singhapakdi John Paul Fraedrich Arturo Z. Vasquez-Parraga N Craig Smith VOLUME 7 Volume Introduction - Rajan Varadarajan Post-Transaction Communications and Dissonance Reduction Attributional Processes and Effects in Promotional Situations (with Robert E Smith) Organizational Commitment and Marketing (with Lawrence B Chonko and Van R Wood) Metaphors and Competitive Advantage: Evaluating the use of metaphors in theories of competitive strategy (with Anil Menon) Marketing′s Contribution to Business Strategy: Market orientation, relationship marketing and resource-advantage theory (with C.J. Lambe) Salesperson Cooperation: The influence of relational, task, organizational and personal factors (with Cengiz Yilmaz) Alliance Competence, Resources and Alliance Success: Conceptualization, measurement and initial test (with C Jay Lambe and Robert E Spekman) Determining Marketing Strategy: A cybernetic systems approach to scenario planning (with Robert E Morgan) The Normative Imperatives of Business and Marketing Strategy: Grounding strategy in resource-advantage theory (with Caroline Derozier) Market Segmentation, Competitive Advantage and Public Policy: Grounding segmentation strategy in resource-advantage theory (with Dennis B Arnett) Market Segmentation Strategy and Resource- Advantage Theory: A response to Cadeaux and Dowling (with Dennis B Arnett) The Service-Dominant Logic of Marketing: Theoretical foundations, pedagogy and resource-advantage theory (with Sreedhar Madhavaram) Teaching Marketing Strategy: Using resource-advantage theory as an integrative theoretical foundation (with Sreedhar Madhavaram) Inducing Salespeople to Sell Proprietary Products: Do transaction cost factors hinder? Do relational factors help? (with Steve Edison and Sreedhar Madhavaram) The Service-Dominant Logic and a Hierarchy of Operant Resources: Developing masterful operant resources and implications for marketing strategy (with Sreedhar Madhavaram) Perspective of Other Scholars Rajan Varadarajan interviews Shelby Hunt - J. Chris White Terry Clark Martin Key Neil A. Morgan Charles H. Noble Douglas W. Vorhies VOLUME 8 Volume Introduction - Robert M Morgan The Commitment-Trust Theory of Relationship Marketing (with Robert M Morgan) Organizational Commitment: One of Many Commitments (with Robert M Morgan) Relationship Marketing in the Era of Network Competition (with Rpbert M Morgan) Competing Through Relationships: Grounding Relationship Marketing in Resource Advantage Theory Relationship-Based Competitive Advantage: The Role of Relationship Marketing in Marketing Strategy (with Robert M Morgan) Interimistic Relational Exchange: Conceptualization and Propositional Development (with C J Lambe and Robert E Spekman) A Theory and Model of Business Alliance Success (with Jay Lambe and C Michael Wittmann) The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing (with Dennis B Arnett and Steve D German) The Explanatory Foundations of Relationship Marketing Theory (with Dennis B Arnett and Sreedhar Madhavaram) For Dynamic Relationship Marketing Theory: A Reply to Rese (with Dennis B Arnett and Sreedhar Madhavaram) Perspective of Other Scholars Lanterns on the Path: Shelby D. and G.K.G. - F Robert Dwyer Hunt for Truth and Understanding - Evert Gummesson A Journey to Theorize Relationship Marketing - Ming-Hui Hang Relationship Marketing Success: Airline Alliance Implications - Jon Won Lim Robert M. Morgan interviews Shelby Hunt VOLUME 9 Volume Introduction - Robert M Morgan The Comparative Advantage Theory of Competition (with Robert M Morgan) The Resource-Advantage Theory of Competition: Toward explaining productivity and economic growth The Resource-Advantage Theory of Competition, Dynamics, Path Dependencies and Evolutionary Dimensions (with Robert M Morgan) Resource Advantage Theory: An evolutionary theory of competitive firm behavior? Resource-Advantage Theory and the Wealth of Nations: Developing the socio-economic research tradition Resource-Advantage Theory: A snake swallowing its tail or a general theory of competition? (with Robert M Morgan) Evolutionary Economics, Endogenous Growth Models and Resource-Advantage Theory Productivity, Economic Growth and Competition: Resource allocation or resource creation? The Strategic Imperative and Sustainable Competitive Advantage: Public Policy Implications of Resource-Advantage Theory The Competence-Based, Resource-Advantage and Neoclassical Theories of Competition: Toward a synthesis A General Theory of Competition: Too eclectic or not eclectic enough? Too incremental or not incremental enough? Too neoclassical or not neoclassical enough? Synthesizing Resource-Based, Evolutionary and Neoclassical Thought: Resource-advantage theory as a general theory of competition Perspective of Other Scholars Paul T.M. Ingenbleek Victoria L. Crittenden The Hunt for Understanding by Stephen L Vargo Robert M Morgan interviews Shelby Hunt VOLUME 10 Volume Introduction - O C Ferrell The Comparative Advantage Theory of Competition (with Robert M Morgan) The Resource-Advantage Theory of Competition: Toward Explaining Productivity and Economic Growth The Resource-Advantage Theory of Competition, Dynamics, Path Dependencies and Evolutionary Dimensions (with Robert M Morgan) Resource Advantage Theory: An evolutionary theory of competitive firm behavior? Resource-Advantage Theory and the Wealth of Nations: Developing the socio-economic research tradition Resource-Advantage Theory: A Snake Swallowing Its Tail or a General Theory of Competition? (with Robert M Morgan) Evolutionary Economics, Endogenous Growth Models and Resource-Advantage Theory Productivity, Economic Growth and Competition: Resource allocation or resource creation? The Strategic Imperative and Sustainable Competitive Advantage: Public policy implications of resource-Advantage Theory The Competence-Based, Resource-Advantage and Neoclassical Theories of Competition: Toward a synthesis A General Theory of Competition: Too Eclectic or Not Eclectic Enough? Too Incremental or Not Incremental Enough? Too Neoclassical or Not Neoclassical Enough? Synthesizing Resource-Based, Evolutionary and Neoclassical Thought: Resource-advantage theory as a general theory of competition Perspective of Other Scholars O.C. Ferrell interviews Shelby Hunt - Victoria L Crittenden Stephen L Vargo Paul T M Ingenbleek