C. Michael Wittmann

Social Exchange Theory and Research on Business-to-Business Relational Exchange

ABSTRACT Social exchange theory (SET) has been used extensively by marketing scholars to explain business-to-business relational exchange. Despite its popularity as a theoretical explanatory mechanism, there is no recent literature review that delineates SETs foundational premises, how it has been used in the marketing literature, and its theoretical limitations. This article provides such a review and is intended to assist researchers who wish to use SET to examine business-to-business relational exchange.

Leveraging CRM for Sales: The Role of Organizational Capabilities in Successful CRM Implementation

Customer relationship management (CRM) is one of the fastest growing business practices in today’s environment. CRM has been credited with substantial improvements in improving the effectiveness of sales forces. This paper offers an investigation of CRM implementation and proposes a model that explains the roles of organizational learning, business process orientation, customer-centric orientation, and task–technology fit in enabling the transformation of CRM from a technological tool to an advantage-producing resource. The development of the framework is based on extant theory and an analysis of responses to open-ended questions assessing (dis)satisfaction with CRM implementation. Implications for sales management are discussed.

A Theory and Model of Business Alliance Success

Abstract Business alliances, an important form of relationship marketing, are becoming ubiquitous. However, many alliances are unsuccessful. The authors provide an integrative model of alliance success based on sub-models that rely on the resource-based, competence-based, relational factors, and competitive advantage views of alliances. The authors then show how a theory of competition, “resource-advantage theory,” grounds the integrative model.

Intra, Extra, and Internets in Franchise Network Organizations

ABSTRACT This study integrates thoughts related with electronic communication systems, labeled as Intra, Extra and Internet, with the core concepts of network theory and proposes a conceptual model for business-to-business firms. The context used for this model development is franchise systems. During this process, advantages and disadvantages associated with viewing franchise systems as network organizations as well as incorporating electronic communication systems as a catalyst of movement towards network organization are discussed. We hope that this study forms a basis for future investigation of franchise systems from a network perspective (rather than just a dyadic perspective), with the Intra, Extra, and Internet as a catalyst.

Aftermarket support and the supply chain

Purpose – To examine supply chain competences necessary to efficiently and/or effectively succeed in aftermarket support.Design/methodology/approach – Using the aerospace industry as a context, this paper provides a brief overview of aftermarket support practices and trends and discusses the broader implications for aftermarket supply chain managers.Findings – There are multiple approaches to aftermarket support. Which approach should be used depends on key variables including: technology, need for visibility and/or traceability, and need for collaborative product commerce.Research limitations/implications – This paper is a general review. Future research should examine resources necessary in individual industries, other forms of relationships, and the influence of new technologies.Practical implications – In many industries, there are significant opportunities for incremental profit in aftermarket support. Collaborative product commerce, alliances, a number of new technologies (e.g. web commerce), and se...

Enhancing reverse auction use theory: an exploratory study

Purpose – The purpose of this paper is to explore how a sourcing professional arrives at a decision to use an electronic reverse auction (eRA) to source a particular requirement by examining eRA appropriateness.Design/methodology/approach – Past eRA research findings are synthesized into a summary table. From a comprehensive review of the literature, theories of technology adoption, social influence, referent‐dependence theory, and planned behaviour are discussed and synthesized into a model that explains the antecedents of eRA appropriateness. A case study methodology using structured interviews resulted in a refined model that sheds light on some of the controversial findings regarding electronic reverse auction appropriateness.Findings – Expected savings, buyer confidence, and prior eRA sourcing satisfaction are identified as new constructs that help explain the decision to source via eRAs. Additionally, perceived eRA appropriateness is proposed as a new construct that mediates the influence of externa...

Encouraging Future Helping Behaviors: The Role of Student-Faculty Relationships in Higher Education Marketing

ABSTRACT Extant literature on relationship marketing tends to focus on for-profit firms and their relationships with important stakeholders. However, higher education institutions face many of the same intense competitive forces that have made relationship marketing a practical choice for many for-profit firms. Therefore, it is not surprising that many are adopting relationship marketing strategies. In the context of higher education marketing, we examine the nature of the student-faculty relationship development process and its affect on helpfulness, which we define as a “state of mind” conducive to future helping behavior. Drawing on relationship marketing theory and identity theory, we posit that trust, relationship commitment, and identity salience are key mediating variables between three antecedent variables (shared values, communication, and opportunistic behavior) and helpfulness. Our results provide support for the roles hypothesized for trust, relationship commitment, and identity salience.