... such a relationship. This approach allows one to unveil areas of convergence and areas of divergence between both parties' roles perceptions. Interface management Professional services Advertising agencies Business performance Relationship marketing Solmon et al. (1985) provides a definition...

... Entrepreneurialism Interface management Debate has arisen in recent years about the relevance of academic research to practitioners (Cunningham, 1999 ; Ankers and Brennan, 2002). Indeed, this is particularly relevant at the marketing/entrepreneurship interface and especially, in respect of smaller‐sized...