The Contingency Approach: Its Foundations and Relevance to Theory Building and Research in Marketing Academic Article uri icon


  • The contingency approach and its relevance to theory building and research in marketing is described. The approach is delineated and its theoretical foundations traced. Several established contingency theories within the management discipline are outlined and the research they have stimulated on related topics in marketing are highlighted. An assessment of the current state of the contingency approach in marketing literature is then provided.

published proceedings

  • European Journal of Marketing

altmetric score

  • 1

author list (cited authors)

  • Zeithaml, V. A., Varadarajan, P. R., & Zeithaml, C. P.

citation count

  • 222

complete list of authors

  • Zeithaml, Valarie A||Varadarajan, P Rajan||Zeithaml, Carl P

publication date

  • January 1988