Companies focus on developing relationships and marketing partners to generate customer value and to receive value in return. However, companies should be selective in developing relationships with... Show More

Companies focus on developing relationships and marketing partners to generate customer value and to receive value in return. However, companies should be selective in developing relationships with customers and marketing partners. The objective of the study is to understand and to focus on profitable customers and marketing partners. The methodology adopted is a conceptual analysis of the various aspects of building, developing, and managing relationships with selected customers and marketing partners. Companies should focus on developing deep and interactive customer relationships and on consumer-generated marketing. They should focus on developing customer relationships both in offline and online domains. They should understand various consumer rights and protect such rights. They should also focus on building relationships with marketing partners both within and outside the firms. The discussions will sensitize both academicians and practitioners about the importance of developing relationships with selected customers and partners to be successful in the long run.

Companies conduct marketing research to generate customer insights. Marketing research involves public policy and ethical issues. The objective of the study is to analyze such issues. The... Show More

Companies conduct marketing research to generate customer insights. Marketing research involves public policy and ethical issues. The objective of the study is to analyze such issues. The methodology adopted is a conceptual analysis of the various public policy and ethical issues. The issues relate to intrusions on consumer privacy, consumer data security, and misuse of research findings. The discussions focus on technoethics involved in data collection in the digital age. Responsibilities of governments and companies for consumer privacy, measures to protect consumer privacy and to ensure technoethics, consumer data protection, and ensuring ethics for marketing research are discussed. The discussions will allow academicians and practicing managers to adopt initiatives and strategies which are effective. Policy makers and authorities may analyze the various aspects and implement rules and regulations which are effective in consumer privacy, consumer data security and protection, in preventing misuse of research findings, and in ensuring ethics in marketing research.

Extant literature in the psychological contract field has addressed the ramifications of psychological contract breach, much of the evidence is drawn from the West. Perspectives from the Global... Show More

Extant literature in the psychological contract field has addressed the ramifications of psychological contract breach, much of the evidence is drawn from the West. Perspectives from the Global South are not represented in proportion. The emergence of China and India, etc. to global players signals the criticality of examining the psychological contract in socio-cultural spheres outside the West. The article's contribution is clarifying culture and contexts as critical in theorizing modern inclusive psychological contract, transcending the West. It is found that culture is a key determinant of the form and functioning of the psychological contract in the Global South where allegiance, kinship, social networks impact on the perception and acceptance of employment relations and working conditions, etc. This means that, in many developing country contexts (despite perceived exploitation of workers by global players), there is limited association between psychological contract breach and employee turnover or organizational performance because the ‘divine' helps manage post-psychological breach.