For Dynamic Relationship Marketing Theory:A Reply to Rese

Purpose - The authors propose to reply to the comment by Mario Rese on the article "The explanatory foundations of relationship marketing theory." Design/methodology/approach - This paper provides a critical analysis. Findings - The comment of Rese has misspecified the major problems facing those firms adopting relationship marketing-based strategies. Practical implications - In order to find the answers as to why some relationship marketing efforts are successful and others are not, marketing managers must look at more than one research tradition. Originality/value - This paper clarifies the eight types of factors that influence relationship marketing-based strategy success.