1. Evolving to a New Dominant Logic for Marketing (Stephen L. Vargo & Robert F. Lusch)
2. Invited Commentaries on "Evolving to a New Dominant Logic for Marketing" (Georg S. Day, John Deighton, Das Narayandes, Evert Gummesson, Shelby D. Hunt, C.K. Prahald, Roland T. Rust, & Steven M. Shugan)
3. Product Complements and Substituties in the Real World: The Relevance of "Other Product" (Allan D. Shocker, Barry L. Bayus, & Namwoon Kim)
4. First in, First out? The Effect of Network Externalities on Pioneer Survival (Raji Srinivasan, Gary L. Lilien, & Arvind Rangaswamy)
5. Beyond Adoption: Development and Application of a Use-Diffusion Model (Chuan-Fong Shih & Alladi Venkatesh)
6. Relationship Governance in a Supply Chain Network (Kenneth H. Wathne & Jan B. Heide)
7. Antecedents of Export Venture Performance: A Theoritical Model and Empirical Assessment(Neil A. Morgan, Anna Kaleka, & Constantine S. Katsikeas)
8. Return on Marketing: Using Customer Equity to Focus Marketing Strategy (Roland T. Rust, Katherine N. Lemon, & Valarie A. Zeithaml)
9. Internal Benefits of Service-Worker Customer Orientation: Job Satisfaction, Commitment, and Organizational Citizenship Behaviors (D. Todd Donavan, Tom J. Brown, & John C. Mowen)
10. An Empirical Analysis of the Determinants of
Retail Margins: The Role of Store-Brand Share (Kusum L. Ailawadi & Bari Harlam)