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The Contingency Approach: Its Foundations and Relevance to Theory Building and Research in Marketing

Valarie A. Zeithaml (Duke University, Durham, North Carolina)
P. “Rajan” Varadarajan (Texas A & M University)
Carl P. Zeithaml (University of North Carolina, Chapel Hill)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 July 1988

5459

Abstract

The contingency approach and its relevance to theory building and research in marketing is described. The approach is delineated and its theoretical foundations traced. Several established contingency theories within the management discipline are outlined and the research they have stimulated on related topics in marketing are highlighted. An assessment of the current state of the contingency approach in marketing literature is then provided.

Keywords

Citation

Zeithaml, V.A., “Rajan” Varadarajan, P. and Zeithaml, C.P. (1988), "The Contingency Approach: Its Foundations and Relevance to Theory Building and Research in Marketing", European Journal of Marketing, Vol. 22 No. 7, pp. 37-64. https://doi.org/10.1108/EUM0000000005291

Publisher

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MCB UP Ltd

Copyright © 1988, MCB UP Limited

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