Armstrong, J. Scott2023-05-222023-05-221998-05-012007-06-13https://repository.upenn.edu/handle/20.500.14332/39256This paper is an edited version of the College of Business Studies Silver Jubilee Commemoration lecture, given as part of celebrations recognizing 25 years of teaching and research in the Faculty of Business Studies, now the College of Business, at Massey University.marketingmanagement scienceArticle