European Journal of Marketing: Volume 30 Issue 2

The theoretical and philosophical underpinnings of relationship marketing: Environmental factors behind the changing marketing paradigm

Toivo S. Aijo

Discusses the theoretical and philosophical underpinnings of relationship marketing (RM) to show that RM is but one, albeit perhaps a major, manifestation of the ongoing paradigm…

The value concept and relationship marketing

Annika Ravald, Christian Grönroos

The value concept is a basic constituent of relationship marketing. The ability to provide superior value to customers is a prerequisite when trying to establish and maintain…

Relationship marketing and imaginary organizations: a synthesis

Evert Gummesson

Explores the dependency between relationship marketing (RM) and new developments in organization theory. In RM, relationships, networks and interaction are in focus. The primary…

An alternative view of relationship marketing: a framework for ethical analysis

Tuomo Takala, Outi Uusitalo

At present, a continuing widespread debate on the moral nature of business is widely recognized. However, it seems that the ethical evaluation of business practices is not very…

Networking when national boundaries dissolve

Ulf Elg, Ulf Johansson

Managing a set of relationships to other firms is a complex task, since each relationship is likely to have consequences on the other ones. Highlights the co‐ordination of…

The role of matching in the foreign market entry process in the Baltic States

Pervez N. Ghauri, Karin Holstius

Identifies how western companies make successful entries in East European transition economies by studying the establishment process of Nordic companies in the Baltic States…