反垃圾邮件技术综述

垃圾邮件作为正常邮件的附属产物，具有很强的繁殖力，产生着巨大的社会危害。有效遏制垃圾邮件的传播、保障电子邮件服务的正常运营秩序、维护网络安全，对节约社会成本，提高互联网的效率有非常重要的意义。阐述了垃圾邮件的社会危害，分析了垃圾邮件的传播特点，介绍了防治垃圾邮件的技术方法，重点介绍了过滤技术，提出了反垃圾邮件的策略。     

An integrated model of sales managers’ communication practices

Drawing from several diverse streams of research, the authors develop the rationale and empirical background for considering the role of sales manager communication practices. Using a multifaceted conceptualization of communication as its base, the study justifies, proposes, and evaluates a model describing the relations among sales managers’ communication practices and salesperson ambiguity, satisfaction, performance, and commitment. The results support the hypothesized model and suggest that sales manager communication practices are associated with these important salesperson job outcomes. Mark C. Johlke is an assistant professor of marketing in the Cameron School of Business at the University of North Carolina at Wilmington, Wilmington, North Carolina. Dale F. Duhan is an associate professor of marketing and director of International Bussiness Programs in the College of Business Administration at Texas University, Lubbock, Texas. Roy D. Howell is dean of the College of Business Administration at Texas Tech University, Lubbock, Texas. Robert W. Wilkes is the United Supermarkets professor of marketing and marketing area coordinator in the College of Business Administration at Texas Tech University, Lubbock, Texas.     

Personal and nonpersonal incentives in mail surveys: Immediate versus delayed inducements

A mail survey was conducted to empirically investigate contributions to charity as a method of stimulating responses to a mail survey. The research design included a control group and four experimental groups with the following treatments: a prepayment of $1.00 enclosed with the questionnaire (immediate personal reward), $1.00 promised upon return of the questionnaire with the respondent identified (delayed personal reward, no anonymity), $1.00 promised upon return of the questionnaire with no identification of the respondent (delayed personal reward, anonymity), and the promise of $1.00 contribution to a respondent-selected charity (delayed non-personal reward). The $1.00 prepayment yielded a statistically significant higher response rate than the $1.00 promised to charity or $1.00 promised upon return of the questionnaire. This study generally supports existing empirical foudnations of equity theory. An immediate personal reward yields a higher response rate than a delayed personal or non-personal reward.     

Transaction utility effects when quality is uncertain

The existing literature finds that price discrepancy, which represents the difference between expected and observed price, helps explain brand choice and purchase intention. This effect is often attributed to transaction utility, that is, the incremental utility associated with the surprise of observing a price lower or higher than expected. This research considers the possibility, however, that transaction utility is a less important determinant of choice when quality is uncertain. We propose and find that acquisition utility (perceived value for the money) tends to dominate the explanation of purchase intention, but transaction utility is significant only when consumers are more certain about quality. Our discussion considers the relative role of transaction utility in explaining consumer decision making and how the informative and allocative roles of price might be distinguished. He received his Ph.D. in marketing from Ohio State University and his B.S. from Ohio State University. His research interests include information economics and pricing. Previously, he taught at the University of South Carolina. He has published in theJournal of Consumer Research, Journal of Marketing, andJournal of Retailing, among others. He received his Ph.D. at the University of South Carolina, his M.B.A. from the University of Georgia, and a B.S. degree from Clemson University. Previously, he taught at the University of Alabama. His research interests include consumer perceptions of value and interpersonal influences. He has published in theJournal of Consumer Research and theJournal of Marketing Research, among others. He received his Ph.D. in marketing from the University of South Carolina and has a Bachelor’s degree in economics from the University of Delhi. His research interests include price bundling, price effects on perceived quality perceptions, and segmentation of business-to-business markets. He has published in theJournal of Business Research and theAdvances in Consumer Research series, published by the Association of Consumer Research. He previously taught on the faculty of Valdosta State University. She received a B.S. in statistics, a Ph.D. in marketing from the University of South Carolina, and a M.S. in statistics from Virginia Polytechnic Institute. She previously taught at Lehigh University. Her research interests include market segmentation, discrete data analysis, and pricing. She has published in theJournal of Marketing Research, as well as in theProceedings of the American Marketing Association and theAssociation for Consumer Research.     

Key aspects of organizational buying: conceptualization and measurement

Much research has been devoted to organizational buying. Unfortunately, few studies focus on the development of specific measures of organizational buying behavior. And although many concepts in the literature are useful for describing and discussing buying behavior, they often cut across other buying activities and therefore may not be empirically distinct. This research applies a combination of literature- and field-based approaches to develop four distinct constructs that underlie the numerous activities in which buyers engage: procedural control, proactive focusing, use of analysis techniques, and search for information. Measurement scales for these constructs are created and then evaluated through a survey of purchasing professionals. The procedure resulted in a set of constructs and measures that may be applied to several complex areas of organizational buying research. She received her B.A. and M.B.A. from Michigan State University and her Ph.D. from the University of North Carolina at Chapel Hill. Her research focuses on the use of information in various decision contexts. She has published several articles in journals such as theJournal of Marketing, Journal of Business to Business Marketing, andHealth Marketing Quarterly. Her research has also appeared in the proceedings of several national conferences.     

Do source and anonymity affect mail survey results?

This study examines the effects of the methodological characteristics of research source and anonymity of response upon mail survey response behavior. Unique features of the study were that the survey sponsor was identified, and the population sampled was one that should have a certain amount of commitment to both the sponsor and the topic because of membership in the sponsoring organization.     

Salesperson stereotypes,consumer emotions,and their impact on information processing

This study examines salesperson stereotypes and their effect on the selling environment. After reviewing relevant literature, the authors advance a hierarchical structure of salesperson stereotype categories. Experimental results suggest that stereotypes influence consumer emotions, and these emotions then mediate the relationship between stereotype activation and subsequent consumer cognitions. He received his Ph.D. from Louisiana State University in 1991. His expertise is in the area of consumer behavior and research methods. Current research topics center on consumption-related emotions, their measurement, and their impact on decision making. His research appears in theJournal of Consumer Research, Journal of Business Research, Journal of Consumer Affairs, Advances in Consumer Research, as well as in numerous other national and regional publications. He received his Ph.D. from Louisiana State University. His research centers on sales management and the conflicting roles of salespeople. His work appears in prestigious outlets such as theJournal of the Academy of Marketing Science, Journal of Personal Selling and Sales Management, Journal of Marketing Education, as well as in various conference proceedings. He received his Ph.D. from the University of North Carolina. He was named Outstanding Marketing Educator by the Academy of Marketing Science in 1990. He has published more than 400 scholarly articles in prestigious outlets such as theJournal of the Academy of Marketing Science, Journal of Consumer Research, Journal of Marketing Research, andJournal of Marketing.     

The customer economics of internet privacy

The World Wide Web has significantly reduced the costs of obtaining information about individuals, resulting in a widespread perception by consumers that their privacy is being eroded. The conventional wisdom among the technological cognoscenti seems to be that privacy will continue to erode, until it essentially disappears. The authors use a simple economic model to explore this conventional wisdom, under the assumption that there is no government intervention and privacy is left to free-market forces. They find support for the assertion that, under those conditions, the amount of privacy will decline over time and that privacy will be increasingly expensive to maintain. The authors conclude that a market for privacy will emerge, enabling customers to purchase a certain degree of privacy, no matter how easy it becomes for companies to obtain information, but the overall amount of privacy and privacy-based customer utility will continue to erode. Roland T. Rust (Ph.D., University of North Carolina at Chapel Hill) holds the David Bruce Smith Chair in Marketing at the Robert H. Smith School of Business at the University of Maryland, where he directs the Center for e-Service. His lifetime achievement honors include the American Marketing Association’s (AMA’s) Gilbert A. Churchill Award for contributions to marketing research, the Outstanding Contributions to Research in Advertising Award from the American Academy of Advertising, Fellow of the American Statistical Association, the AMA Career Contributions to the Services Discipline Award, and the Henry Latané Distinguished Doctoral Alumnus Award from the University of North Carolina at Chapel Hill. He has won best article awards for articles inMarketing Science, Journal of Marketing Research, Journal of Marketing, Journal of Advertising, andJournal of Retailing, as well as the Marketing Science Institute (MSI) Best Paper Award. His seven books includee-Service, Driving Customer Equity, Service Marketing, andReturn on Quality. His work has received extensive media coverage, including aBusiness Week cover story and an appearance onABC World News Tonight With Peter Jennings. He is the founder and chair of the AMA Frontiers in Services Conference and serves as founding editor of theJournal of Service Research. Professor Rust also is an area editor atMarketing Science and serves on the editorial review boards of theJournal of Marketing Research, Journal of Marketing, and theJournal of Interactive Marketing. P. K. Kannan (Ph.D., Purdue University) is Safeway Fellow and Associate Professor of Marketing at the Robert H. Smith School of Business at the University of Maryland, where he is the associate director of the Center for E-Service. His research focuses on e-commerce, centering on marketing information services on the Internet, pricing information products, and marketing and product development in virtual communities. He is working with the IBM Institute for Advanced Commerce on e-couponing and also with National Academy Press on pricing information products. He is an associate editor ofDecision Support Systems and Electronic Commerce and serves on the editorial board of theJournal of Service Research and theInternational Journal of Electronic Commerce. He is currently editing a special issue on marketing in the e-channel for theInternational Journal of Electronic Commerce. He is the chair for the American Marketing Association Special Interest Group on Marketing Research. He has corporate experience with Tata Engineering and Ingersoll-Rand and has consulted for companies such as Frito-Lay, Pepsi Co, Giant Food, SAIC, Fannie Mae, Proxicom, and IBM. Na Peng is a doctoral student at the University of Maryland.     

Factors influencing the likelihood of customer defection: The role of consumer knowledge

Customer satisfaction is the predominant metric firms use for detecting and managing customers' likelihood to defect. But while satisfaction and defection are related, satisfaction is only a weak predictor of whether a customer will defect. This article suggests that for repurchase decisions that involve an information-based evaluation of alternatives to the incumbent, likelihood of defection will be influenced by “how much” customers know about those alternatives. The relationship between level of knowledge about alternatives and defection is examined in the context of actual health insurance choices. Results suggest that the level of objective and subjective knowledge about alternatives has a direct effect on likelihood of defection—above and beyond satisfaction level. The view of defection forwarded in this article suggests that managers may be able to gain additional control over customer defection through actions aimed at influencing how much customers know (or come to know) about alternative vendors. Anthony J. Capraro (tcapraro@unca.edu), an assistant professor at the University of North Carolina at Asheville, earned his Ph.D. in marketing in 1999 from the University of Texas after having spent 20 years in industry in marketing and marketing management positions. His current research interest focuses on developing and enhancing the value of a firm's customer base. Susan Broniarczyk (Susan.Broniarczyk@bus.utexas.edu), an associate professor at the University of Texas at Austin, earned her Ph.D. in marketing from the University of Florida. She serves on the editorial boards of theJournal of Consumer Research and theJournal of Marketing Research and the advisory board for the Association for Consumer Research. Her research, which examines consumer decision making and how consumers' knowledge structures affect their reaction to missing or conflicting product information, appears in theJournal of Consumer Research, theJournal of Marketing Research, andOrganizational Behavior and Human Decision Processes. Rajendra K. Srivastava (Rajendra.Srivastava@bus.utexas.edu) is the Jack R. Crosby Regent's Chair in Business and a professor of marketing and management science and information systems (MSIS) in the McCombs School of Business at the University Texas at Austin. He is also the Daniel J. Jordan Research Scholar at Emory University. He earned his doctorate from the University of Pittsburgh. His research, which spans marketing and finance, has been published in theJournal of Marketing, theJournal of Marketing Research, Marketing Science, and theJournal of Banking and Finance. His current research interests focus on the impact of marketing strategy and market-based assets on corporate financial performance, particularly in the context of technology-intensive products and services.     

Firm-level export performance assessment: Review, evaluation, and development

Export performance is one of the most widely researched but least understood and most contentious areas of international marketing. To some extent, this problem can be ascribed to difficulties in conceptualizing, operationalizing, and measuring the export performance construct, often leading to inconsistent and conflicting results. This study reviews and evaluates more than 100 articles of pertinent empirical studies to assess and critique export performance measurements. Based on gaps identified in this evluation, guidelines for export performance measure development are advanced, suggesting, however, a contingency approach in their application. Several conclusions and implications for export strategy and future research are derived from this analysis. Constantine S. Katsikeas holds the Sir Julian Hodge Chair in Marketing and International Business at Cardiff Business School, Cardiff University. His main research interests lie in the areas of international marketing and purchasing, global strategic alliances, and competitive strategy. He has published widely in these fields and his articles have appeared inJournal of International Business Studies, Journal of International Marketing, (formerly Columbia)Journal of World Business, Journal of Business Research, Industrial Marketing Management, andManagement International Review, among others. Leonidas C. Leonidou is associate professor of marketing at the University of Cyprus. He obtained his Ph.D. in marketing from the University of Bath, and has research interests in international marketing, relationship marketing, strategic marketing, and marketing in emerging economies. He has published extensively in these fields and his articles have appeared in various journals includingJournal of International Business Studies, Journal of Business Research, Journal of International Marketing, andManagement International Review. Neil A. Morgan is assistant professor of marketing in the Kenan-Flagler Business School at the University of North Carolina, Chapel Hill. His research interests focus on strategic issues concerning marketing resources and capabilities, and marketing planning and implementation processes and their links with business performance. His work has appeared inJournal of the Academy of Marketing Science, Journal of Business Research, Industrial Marketing Management, British Journal of Management, European Journal of Marketing, and other journals.     

Relational benefits in services industries: The customer’s perspective

This research examines the benefits customers receive as a result of engaging in long-term relational exchanges with service firms. Findings from two studies indicate that consumer relational benefits can be categorized into three distinct benefit types: confidence, social, and special treatment benefits. Confidence benefits are received more and rated as more important than the other relational benefits by consumers, followed by social and special treatment benefits, respectively. Responses segmented by type of service business show a consistent pattern with respect to customer rankings of benefit importance. Management implications for relational strategies and future research implications of the findings are discussed. Kevin P. Gwinner is an assistant professor of marketing in the School of Business at East Carolina University, North Carolina. His primary research interest centers on improving and managing the performance of frontline, customer-contact employees. His research has been published in theInternational Journal of Service Industry Management, International Marketing Review, and theJournal of Marketing Education. Dwayne D. Gremler is an assistant professor of marketing in the College of Business and Economics at the University of Idaho. His current research interests are in services marketing, particularly customer loyalty and retention, relationship marketing, service encounters, and word-of-mouth communication. His work has been published in theInternational Journal of Service Industry Management, theJournal of Professional Services Marketing, andAdvances in Services Marketing and Management. Mary Jo Bitner is a professor of marketing and the research director for the Center for Services Marketing and Management at Arizona State University. Her research focuses on customer evaluations of service, service quality, and service delivery issues. She has published in theJournal of Marketing, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Retailing, and theInternational Journal of Service Industry Management. She is coauthor of the textServices Marketing (McGraw-Hill, 1996).     

Evaluating the effects of anonymous respondents on mail survey results

Anonymity is frequently offered to recipients of mail questionnaires in order to secure their cooperation and thus increase the response rate obtained. Individuals desiring to remain anonymous may, however, choose to respond differently to the instrument than known respondents because their identities are secret. Thus, a potential source of bias is introduced whenever anonymity is made available. This article examines the responses of identified and anonymous respondents to a mail questionnaire in order to determine the extent to which such bias occurred.     

Exploring the implications of m-commerce for markets and marketing

Business pundits have enthusiastically prognosticated about a seamless, mobile world where commerce occurs on an anywhere, anytime basis. This type of commerce has been referred to as mobile commerce or, more simply, m-commerce. However, there have been relatively few attempts to systematically explore the opportunities and challenges posed by m-commerce. This article investigates the implications of m-commerce for markets and marketing by means of a formal conceptualization of m-commerce, a space-time matrix that delineates the impact of mobile technologies, and a taxonomy of m-commerce applications. Sridhar Balasubramanian is assistant professor of marketing at the University of North Carolina at Chapel Hill. His interests generally lie in the areas of marketing strategy, e-business, and game theory. He has published in such journals asMarketing Science, Journal of Retailing, andJournal of the Academy of Marketing Science. His doctorate is from Yale University. Robert A. Peterson holds the John T. Stuart III Centennial Chair in Business Administration and Charles C. Hurwitz Fellowship at The University of Texas at Austin. He is a former editor of theJournal of Marketing Research and theJournal of the Academy of Marketing Science. His more than 150 publications include nearly one dozen books and award-winning articles. Sirkka L. Jarvenpaa holds the James L. Bayless/Rauscher Pierce Refsnes Chair in Business Administration at the McCombs School of Business, University of Texas at Austin, where she codirects the Center for Business, Technology & Law. She presently serves as the editor ofJournal of the Association for Information Systems. She is a founding member of the Global Round Table on Mobile Commerce Research, which held its inaugural meeting in Tokyo in May 2002.     

Customer satisfaction: A meta-analysis of the empirical evidence

The growing number of academic studies on customer satisfaction and the mixed findings they report complicate efforts among managers and academics to identify the antecedents to, and outcomes of, businesses having more-versus less-satisfied customers. These mixed findings and the growing emphasis by managers on having satisfied customers point to the value of empirically synthesizing the evidence on customer satisfaction to assess current knowledge. To this end, the authors conduct a meta-analysis of the reported findings on customer satisfaction. They document that equity and disconfirmation are most strongly related to customer satisfaction on average. They also find that measurement and method factors that characterize the research often moderate relationship strength between satisfaction and its antecedents and outcomes. The authors discuss the implications surrounding these effects and offer several directions for future research. David M. Szymanski (Ph.D., University of Wisconsin-Madison) is the Al and Marion Withers Research Fellow and Director, Center for Retailing Studies in the Lowry Mays College and Graduate School of Business, Texas A&M University. His research interests include applied meta-analysis, marketing strategy, personal selling and sales management, product innovation, and retail strategy. Representative research has appeared in theJournal of Marketing, theJournal of Marketing Research, and theJournal of Personal Selling and Sales Management. David H. Henard (Ph.D., Texas A&M University) is an assistant professor of marketing at North Carolina State University. His research interests include product innovation, new product development, and corporate reputation.     

Intraorganizational determinants of key account management effectiveness

While there is a significant amount of research on determinants of selling effectiveness for individual salespeople, there is a surprising lack of study offactors that affect selling effectiveness in team-selling situations. The authors focus on the context of key account management (KAM) and develop a conceptual model offactors that affect KAM effectiveness. They test hypotheses with data from 385 firms using structural equation modeling and find that firms should seek to build esprit de corps among those involved in KAM, should proactively initiate activities with key accounts and do these activities more intensively, should ensure that key account managers have access to key resources within the marketing and sales organization, and should involve top managers of the firm. John P. Workman Jr. is an associate professor of marketing at Creighton University in Omaha, Nebraska. He conducts research on the organization and role of marketing within the firm, on new product development in high-tech firms, and on the interpretive process of learning about the market. His research uses concepts from organization theory, strategy, and sociology to examine the interactions between marketing and other groups in the firm. He has a B.S. from North Carolina State University, an MBA from the University of Virginia and a Ph.D. from the Massachusetts Institute of Technology. He formerly was on the faculty at the University of North Carolina at Chapel Hill. Christian Homburg is a professor of business administration and marketing and chair of the marketing department at the University of Mannheim in Germany. He received his Ph.D. and master's degrees from the University of Karlsruhe and earned his habilitation at the University of Mainz. His research interests include organizational issues in marketing, customer orientation, industrial marketing, and relationship marketing. He has consulted and delivered executive education programs for more than 100 companies, including, for example, Daimler-Benz, Siemens, Deutsche Bank, Hoechst, RWE, Thyssen, Krupp-Hoesch, and Sodexho. Ove Jensen is a partner and managing director at Prof. Homburg & Partners, a strategy consulting firm (www.homburgund-partner.de). He has studied in Germany, France, and the United States. He holds a master's degree from the WHU Koblenz (Otto Beisheim Graduate School of Management) and received his Ph.D. from the University of Mannheim, both in Germany. His research interests encompass key account management, marketing organization, sales management, incentive systems, and pricing issues. He has conducted many consulting projects, market research studies, and management seminars in Germany, the United States, France, and Japan. Among his clients are Deutsche Bank, Dresdner Bank, Bayer, BASF, Lafarge, and Saint-Gobain.     

The effects of job autonomy, customer demandingness, and trait competitiveness on salesperson learning, self-efficacy, and performance

Although self-efficacy has been demonstrated to be positively associated with performance-related variables, few studies have looked at its possible antecedents in the context of personal selling. Applying social cognitive theory, this study posits that while self-efficacy positively affects performance, the salesperson's learning effort directly affects self-efficacy. Furthermore, two task-related factors (perceived job autonomy and customer demandingness) and one individual difference variable (trait competitiveness) are proposed to affect salesperson learning effort and self-efficacy. Two empirical studies show consistent results regarding the positive effects of learning on efficacy and efficacy on performance as well as the influences of three exogenous constructs on learning and efficacy. Implications and future research directions are discussed. Guangping (Walter) Wang is an assistant professor of business at Penn State University at Hazleton. He received his Ph.D. in marketing from Louisiana State University in 2000. His research interests include sales management, relationship marketing, database marketing, and e-commerce. His work has appeared or been accepted for publication in theJournal of Vocational Behavior, Journal of Business Research, Journal of Relationship Marketing, Journal of Global Marketing, and a number of national and international conference proceedings. Richard G. Netemeyer is a professor of marketing in the McIntire School of Commerce at the University of Virginia. He received his Ph.D. in marketing from the University of South Carolina in 1986. His research interests are primarily consumer and organizational-behavior issues. His research has appeared in theJournal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Applied Psychology, OBHDP, JAMS, and others.     

The impact of suppliers' perceptions of reseller market orientation on key relationship constructs

A number of researchers have reported the positive benefits of creating and maintaining a market orientation. This study is one of the first to explicitly investigate the effects of market orientation within a channel context. It is proposed that a supplier's perceptions of a reseller's market orientation will positively affect the supplier's perceptions of certain key relationship marketing constructs. Data collected from 380 suppliers were used to test the hypotheses. All hypotheses were supported. Thomas L. Baker is an associate professor of marketing in the Cameron School of Business at the University of North Carolina at Wilmington. He was awarded his doctorate in 1990 from Florida State University. His research has been published in theJournal of Marketing, Journal of Retailing, Journal of Personal Selling and Sales Management, Journal of Business Research, and other journals as well as international, national, and regional proceedings. Penny M. Simpson is an associate professor of marketing and the David D. Morgan Professor of Marketing at Northwestern State University of Louisiana. She was awarded her doctorate in 1991 from Louisiana Tech University. Her research interests include channel relationships, market orientation, and advertising effectiveness. Her articles have been published in theJournal of Marketing, Journal of Academy of Marketing Science, Journal of Health Care Marketing, Journal of Business Ethics, Psychological Reports, and other journals and proceedings. Judy A. Siguaw is an associate professor of marketing at Cornell University, School of Hotel Administration. She was awarded her doctorate in 1991 from Louisiana Tech University. She has published in numerous journals, including theJournal of Marketing, Journal of Marketing Research, Journal of Strategic Marketing, Journal of Business Ethics, andIndustrial Marketing Management. She has also published many conference proceedings, including those for the Academy of Marketing Science, the American Marketing Association, and the European Marketing Academy.     

The consumer retail search process: A conceptual model and research agenda

Consumers are continually faced with the task of finding their way through a wide variety of retail environments. Surprisingly, very little research has addressed questions about how consumers physically search through retail settings. This article explores this important, yet little researched behavior. A conceptual model of the consumer’s retail search process (CRSP) and several research propositions are advanced. The CRSP model integrates research findings relevant to an understanding of consumer retail search behavior. Literature from such diverse fields of scientific inquiry as environmental psychology, human factors, architecture, and marketing are reviewed and serve as the theoretical basis of the CRSP model. He received his Ph.D. in marketing from Pennsylvania State University in 1991. His current research interest concerns how consumers interact with the physical environment and how this interaction influences subsequent behavior. His research has been published in theInternational Journal of Research in Marketing and theJournal of Marketing Education. His teaching and research interests focus on marketing and the environment and services marketing. He has carried out extensive research under sponsorship of federal, state, and local agencies on consumer behavior and urban travel and energy consumption. He received a B.S. degree in psychology from the University of Washington in 1966 and a Ph.D., also in psychology, from the University of North Carolina in 1972.     

Buyer-seller relationships in the procurement of logistical services

This study presents a two-phase model of interfirm exchange in the logistical supply industry. The first phase uses transaction cost analysis to identify conditions leading to market-based transactions, unilateral agreements, and bilateral alliances. The second phase illustrates how formal controls and relational norms yield performance in market, unilateral, and bilateral governance systems. A test of the model with data from 189 logistical supply relationships suggests that bilateral alliances emerge through the interaction of user investments in the logistics supplier, supplier logistical services, and marketplace uncertainty. Bilateral alliances attain desired outcomes through participative management and flexibility. By contrast, market-based transactions yield desired outcomes through formalization and solidarity. Unilateral agreements gain performance through formalization, participation, information sharing, and solidarity. Implications for logistics management and theory are discussed. He received his Ph.D. in marketing from the University of Cincinnati. His research interests include relationship marketing and marketing channels. His articles have appeared in theJournal of Retailing, Journal of Personal Selling and Sales Management, Marketing Letters, Omega: The International Journal of Management Science, and elsewhere. She received her Ph.D. from the University of North Carolina, Chapel Hill. Her research has concentrated on business-to-business marketing relationships, with a focus on means to improve coordination, and on sales management, with an emphasis on ways to enhance diversity, improve performance, and reduce turnover. Her articles have appeared in theJournal of Personal Selling and Sales Management, Journal of Business Research, Marketing Letters, Journal of Business-to-Business Marketing, and elsewhere. He is also the director of the Warehousing Research Center (WRC). He received his Ph.D. from Michigan State University. Industrial marketing strategy, marketing and logistics interfaces, logistics and warehousing management are his primary areas of expertise and interest. He has published articles in theJournal of Marketing, Journal of Retailing, Journal of Business Logistics, Industrial Marketing Management, and elsewhere. He has also written a leading industrial marketing text and a variety of warehousing and logistics monographs.