The Contingency Approach: Its Foundations and Relevance to Theory Building and Research in Marketing
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
:MCB UP Ltd
Copyright © 1988, MCB UP Limited