Ashwin W. Joshi and Rodney L. Stump

The Contingent Effect of Specific Asset Investments on Joint Action in Manufacturer-Supplier Relationships: An Empirical Test of the Moderating Role of Reciprocal Asset Investments, Uncertainty, and Trust
Journal of the Academy of Marketing Science 1999 27: 291-305. [Abstract] [PDF] [References]  

Thomas C. Boyd and Charlotte H. Mason

The Link between Attractiveness of "Extrabrand" Attributes and the Adoption of Innovations
Journal of the Academy of Marketing Science 1999 27: 306-319. [Abstract] [PDF] [References]  

Jack J. Kasulis, Fred W. Morgan, David E. Griffith, and James M. Kenderdine

Managing Trade Promotions in the Context of Market Power
Journal of the Academy of Marketing Science 1999 27: 320-332. [Abstract] [PDF] [References]  

Mark P. Pritchard, Mark E. Havitz, and Dennis R. Howard

Analyzing the Commitment-Loyalty Link in Service Contexts
Journal of the Academy of Marketing Science 1999 27: 333-348. [Abstract] [PDF] [References]  

Russell S. Winer

Experimentation in the 21st Century: The Importance of External Validity
Journal of the Academy of Marketing Science 1999 27: 349-358. [Abstract] [PDF] [References]  

Bobby J. Calder and Alice M. Tybout

A Vision of Theory, Research, and the Future of Business Schools
Journal of the Academy of Marketing Science 1999 27: 359-366. [Abstract] [PDF] [References]  

John G. Lynch, jr.

Theory and External Validity
Journal of the Academy of Marketing Science 1999 27: 367-376. [Abstract] [PDF] [References]  

Reviews of Books
Journal of the Academy of Marketing Science 1999 27: 377-383. [PDF]  

Larry A. Dimatteo, Anita Cava, and René Sacasas

Marketing and the Law
Journal of the Academy of Marketing Science 1999 27: 384-386. [PDF]  

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