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Date: Thu, 27 Apr 2006 10:52:33 +0200
From: "Lindgreen, A." <A.Lindgreen@tm.tue.nl>

THE BRITISH FOOD JOURNAL

Call for Papers

Special Issue on Relationships, Networks, and Interactions in Food and Agriculture Business-to-Business Marketing and Purchasing

The British Food Journal announces the call for papers for a special issue on Relationships, Networks, and Interactions. The deadline for submission is January 31, 2007.

Purpose of the special issue

From having been concerned with getting the marketing mix (i.e., the 4Ps: product, price, place, and promotion) right, food and agriculture marketing has experienced significant changes over the past decades. In food and agriculture business-to-business marketing and purchasing, the maintenance and enhancement of relationships, networks, and interactions (‘relationship marketing’) with different stakeholders is as important as the attraction of relationships, networks, and interactions (‘transaction marketing’). Yet, the story of how relationship marketing fits into the greater marketing landscape has been somewhat inconsistent. Also, a lack of empirical work underpins the conceptual development in food and agriculture of relationship marketing, which is often characterised by more rhetoric than publication effort on empirical findings. This special issue seeks to address these gaps in the food and agriculture business-to-business marketing and purchasing literature. Specific topics may include, but are not limited to:

• What are current concerns among food and agriculture managers vis-à-vis transaction marketing and relationship marketing?
• How do companies implement successfully their relationships, networks, and interactions with important stakeholders in the food and agriculture industry?
• Are certain management structures more relevant in relationship marketing than in transaction marketing?
• How is it possible to build trust in power-imbalanced buyer-seller relationships in the food and agriculture industry?
• What is the role of trust and governance in inter-company relationships in the food and agriculture industry?
• What is the role of social capital in building buyer-seller relationships in the food and agriculture industry?
• What do we know about marketing and governance in food supply chains?
• How do market relationships evolve over time? Do the form and the intensity of relationships depend on contextual factors such as the number of competitors and the market’s ability to absorb extra production capacity?
• How does buyer-seller relationship building take place under different institutional environments?
• Under which conditions are transaction marketing and relationship marketing appropriate?
• How can companies assess how they are doing in terms of managing their market relationships, networks, and interactions?
• Is it possible to suggest a set of best practices in relationship marketing? Is there a set of practices common for all companies, and a set of additional practices that depends on the particular industry sector or company?
• How does the implementation of relationship marketing affect suppliers (upstreams) and buyers (downstream)?
• What are the current challenges facing relational-oriented companies?
• Are international relationships, networks, and interactions any different from national relationships, networks, and interactions?

Preference will be given to empirical papers (both qualitative and quantitative), although theoretical papers that offer comprehensive frameworks of business-to-business relationships, networks, and interactions or key issues in business-to-business relationships, networks, and interactions are also welcomed. As the British Food Journal is widely read by an academic and business audience, all submissions should include implications for practitioners. Papers must deal with their chosen topic in the setting of food and agriculture business-to-business marketing and purchasing. 

Processes for the submission of papers

Papers submitted must not have been published, accepted for publication, or presently be under consideration for publication. Submissions should be between 4,000 and 6,000 words in length. Copies should be submitted via email Word attachment (in one file including all figures and tables) to both the special issue editors. The first page must contain the title, author/s, and contact information for the contact author. For additional guidelines including the requirements for a structured abstract, please see the "Notes for Contributors" from a recent issue of British Food Journal or visit . Suitable articles will be subjected to a double-blind review; hence authors should not identify themselves in the body of the paper.

Please address questions to the special issue editors:

Dr. Adam Lindgreen
Department of Organisation Science and Marketing
Faculty of Technology Management
Paviljoen R 00.07
Eindhoven University of Technology
Den Dolech 2, Postbus 513, 5600 MB Eindhoven, The Netherlands
Tel: +31 40 247 3700
Fax: +31 40 246 8085
Email: a.lindgreen@tm.tue.nl

Dr. Martin Hingley
Department of Business Management and Marketing
Harper Adams University College
Newport, Shropshire, TF10 8NB, United Kingdom
Tel: + 44 1952 820 280
Fax: + 44 1952 814 783
Email: mhingley@harper-adams.ac.uk

Dr. Jacques Trienekens
Management Studies Group
Building 201
Wageningen University
Hollandseweg 1, 6706 KN Wageningen, the Netherlands
Tel: + 31 31 748 2558
Fax: + 31 31 748 5454
Email: jacques.trienekens@wur.nl