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Illustrates a case story detailing the customer‐vendor co‐operation in a project concerning the beta test of hardware and software at a radiology department. A qualitative analysis of the project has unveiled that contextual conditions like the nature of the technology, the organizational structure at both the customer and the vendor side, the development strategy, and the project organization were very important forces during the project. Technologically, the project was more complex than usually was seen at the hospital because it concerned both biomedical and administrative aspects. Conflicting interests in particular on the part of the customer side as well as between the customer and the vendor affected the course of the project. Methodologically, the project lacked a proper strategy for the co‐operative process. There was no formalized project organization which otherwise could have provided different conditions for the project.

The purpose of this paper is to record the author’s personal reflections on his career as a marketing scholar.

Personal reflections in an autobiographical approach.

The author’s career as student, teacher and scholar is described in some detail.

The paper records events and memories that might otherwise be forgotten. No other such account has been published of Christian Grönroos’s career.

This paper is focused on my search over nearly 60 years for an understanding of marketing – not just as a management technology, but as a social discipline which gives meaning and purpose to the technology.

This paper illustrates my life as an academic in context, which began with a strong focus on marketing in contemporary management and went on to conclude that marketing is much more than management. It was my travels across the world to widely differing markets and marketplaces that led me to this conclusion. I saw individuals, groups and organizations linking with each other in the voluntary exchange of economic and social value, self-organizing into increasingly complex networks that in the end become the institutions that frame marketing action.

I gradually came to see marketing in a much wider, intensely human setting, and to realize some of the complexities of the networks that marketing activities generate.

My story may be of assistance to younger scholars beginning a career in marketing.

Marketing is much more than management and if re-framed should/could stand alongside other social sciences in considering social and economic policy.

To build on my recollections of an unplanned life spent in search of marketing to highlight the need for younger scholars to think about marketing in a dynamic ever-changing systems setting.

The purpose of this article is to show how a particular marketing paradigm developed in Denmark from the 1920s through to the 1960s. It peaked in the mid‐1950s and faded out with one major publication in the early 1970s. This article aims to provide a relatively detailed study of the initial phases of the school and its key ideas.

The study is based on primary sources, i.e. the writings of the scholars who shaped and developed the school. A significant number of the sources are available in Danish only.

While the study of marketing in America developed from the inductive, descriptive approach of the German Historical School, an essential precondition for the Copenhagen approach was the second wave of microeconomic theory of the 1930s. The article argues that it was a marketing management school, and that it offered early contributions to the development of marketing theory.

Relatively little has been written about Danish and Scandinavian history of marketing thought. The authors believe that a detailed review of the Copenhagen School of Marketing may be of some interest to marketing historians around the world.

Examines the complexities of strategic planning in retailing. Highlights the importance of a good knowledge of consumer basis as a foundation for a successful retailing strategy. Discusses four main factors contributing towards profit in the retailing industry: Needs or motives; Attitudes or patterns of consumption; Consumption habits; Purchasing habits. Analyses continual influences which must be considered as part of a coherent retailing programme: Synergy effect; Resources; Environmental factors; Changing ways of satisfying needs; The increased complexity of the retailing environment; Competition. Concludes that retailing is an extremely complex subject – whereas a producer is concerned about the various quality dimensions of his own product, a retailer is obliged to take care of a multiplicity of products, each bearing its own characteristics. Asserts that strategic planning is an effort to organise this variety, not an answer to solving it.

In this chapter, the author proceeds to explore the second ‘C’ in the 3C Model of Taoism: conversation, with an emphasis on ecological sustainability. The discussion delves into the connections between Taoism and deep ecology, eco-effectiveness and eco-efficiency, and the Diderot effect and sustainable consumption. Taoism underscores the value of maintaining balance with nature and regards the natural world as a wellspring of wisdom and inspiration. Taoism and deep ecology share many philosophical similarities. Both perspectives highlight the importance of cherishing all living beings, coexisting peacefully with nature, and acknowledging that humans are a small component of a larger ecosystem. Taoism strongly accentuates the interconnectivity of all things and the critical need for balance between nature and human life. Along with promoting harmony and respect for the environment, deep ecology also advocates for social and political reform to protect the ecosystem. These two approaches emphasize the need to understand our position in the world and how our actions affect the environment and all living organisms. The wisdom of Taoism perceives sustainability as encompassing the entire ecosystem, an intricate network of life with its abundant and diverse range of species. This view aligns with the principles of deep ecology, which sees the ecosystem as a living entity in which humanity is merely one component.

The purpose of this paper is to present Danish distribution research, with an emphasis on research conducted during the last decade. In order to give the reader an understanding of the background of current research, a number of older projects are also mentioned. We refrain, on the other hand, from suggesting any trends for the future development of Danish distribution research — trends concerning topics, paradigms and methodology. As will be seen, the volume of research is quite small and the number of researchers is very limited. Hence, the future of distribution research is very dependent on the development of a few individuals and on their subjective choices. Having said this, it should also be made clear that what is presented below deals only with academic research.

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