THEORETICAL ADVANCES IN INNOVATION PRODUCTION: REVISITING LEE AND YU (2010)
Abstract
In the realm of marketing literature, certain articles stand out due to their significant impact and extensive citations. A prime example is Morgan and Hunt’s (1994) influential paper, "The Commitment-Trust Theory of Relationship Marketing." This seminal work has been recognized for its profound contribution to understanding relationship marketing and has been ranked number one by ISI Essential Science Indicators SM in Economics and Business. With approximately four hundred citations within a decade, the paper underscores the critical roles of commitment and trust in forming and sustaining successful business relationships. This review explores the core principles of the commitment-trust theory, evaluates its influence on subsequent research, and examines its practical applications in contemporary marketing strategies. The continued relevance of Morgan and Hunt’s work highlights its foundational importance and enduring impact in the field.
Keywords:
Commitment-trust theory, Relationship marketing, Morgan and Hunt, Marketing literature, Business relationshipsDownloads
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Copyright (c) 2024 Miguel António Silva Rodrigues
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