“…These include issues related to channel relationships [Robicheaux, Coleman 1994;Weitz, Jap 1995El-Ansary 1997; business-to-business marketing [Dwyer, Schurr, Oh 1987;Hallen, Johanson, SeyedMohamed 1991;Wilson 1995;Keep, Hollander, Dickinson 1998]; sales management [Smith, Barclay 1997;Boorom, Goolsby, Ramsey 1998]; services marketing [Berry 1983;Crosby, Stephens 1987;Crosby, Evans, Cowles 1990;Grönroos 1995;Gwinner, Gremler, Bitner 1998]; and consumer marketing [Gruen 1995;Sheth, Parvatiyar 1995a;Kahn 1998;Simonin, Ruth 1998]. Marketing scholars interested in strategic marketing have studied the alliance and strategic partnering aspects of relationship marketing [Sheth, Parvatiyar 1992;Bucklin, Sengupta 1993;Vardarajan, Cunningham 1995].…”