..., there has been unprecedented growth in the number of strategic alliances between firms (Gulati et al., 2000). This has led to a stream of research examining the causes and consequences of such partnerships. Most scholars agree that strategic alliances are relationships involving exchange. Inkpen...

...Yang‐Im Lee; Peter R.J. Trim Purpose To show why retail marketing strategists and planners need to develop long‐term relationships capable of building business partnerships based on mutual trust. To show how the relationship marketing principle underpins the implementation of retailing strategy...