Introduction: A Contextual and Resource-Integrative View of Value Creation

Review of Marketing Research, now in its ninth volume, is a well-established publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature in a particular area, offer a critical commentary, develop an innovative framework, and discuss future developments, as well as present specific empirical studies. The first eight volumes have featured some of the top researchers and scholars in our discipline who have reviewed an array of important topics. The response to the first eight volumes has been truly gratifying and we look forward to the impact of the ninth volume with great anticipation.