Purpose - The general objective of this study is to explain the governance mechanisms of relational exchanges by considering both economic and relational factors. As regards the relationship between opportunism and governance mechanisms, opportunism was hypothesized as being positively related to the use of the authority mechanism, and negatively related with use of the trust mechanism. Research design, data, and methodology - Purchasing relationships between original equipment manufacturers (OEMs) and their component suppliers were chosen as the empirical setting. Purchasing specialists in each company, who interact regularly with suppliers and have the major responsibility for managing the exchange relationships with suppliers, were used as the respondents for this study. A mail survey methodology was employed to collect data in the final field survey. Results - As predicted, opportunistic behavior is found to be negatively related to the use of the trust mechanism and positively related to the use of the authority mechanism. Therefore, the result supports the proposed hypotheses. Conclusions - By integrating research streams, this study contributes to the marketing discipline by improving our understanding of when and why different mixtures of governance mechanisms are used.

Purpose - This study investigated relationship quality and/or loyalty, from the viewpoint that merchants and consumers could develop the traditional market. It reorganized variables to find the conditions of values that could stimulate consumers' motives to revive the traditional market. Research Design, data, and methodology - This study employed 202 copies of effective questionnaires, based on the data of Yang & Ju (2012), to conduct correlation, regression, and structured equation modeling (SEM). Results - The results emphasized product and store atmosphere as store selection attributes to consider in the minimum error correction (MEC) model; service factor was not significant. Further, consumers valued relationship quality in the test of mediated effects of the sub-factors of store selection attributes, including consumers' social and emotional value. The relationship quality significantly influenced consumers' value in traditional markets that needed to improve and develop using several variables. Conclusions - This study revealed connections between attributes, consequences, and values using the causal relation model, to generate an optimal model based on a practical and theoretical background and proposed ways to obtain consumer-related information easily.

Purpose - This study aims to examine the Indian consumers'mall shopping patronage with the application of theory of planned behavior (TPB). The research intends to extend the TPB components (attitude, self-efficacy, subjective norms) with the addition of self-image and study their effect on Indian consumers' mall patronage intention. Research design, data and methodology - The research employed factor analysis to verify correct loading of items on corresponding factors and to confirm the applicability of constructs in the Indian context. The model was tested using stepwise regression analysis. Results -The results indicate a positive relationship between self-efficacy and intention to mall patronage. The findings show that self-image, attitude, self-efficacy, subjective norm significantly influence the mall patronage intention. Self-efficacy, which signifies self-competence and confidence in one's ability as a mall shopper indicates that as the self-efficacy increases Indian consumers' will eventually patronize malls. Conclusions - Self-image congruency plays a salient role in predicting mall-shopping patronage. The mall management should ensure that the mall marketing strategies incorporate it along with the other components of TPB to warrant decent footfall.

Purpose - The focal point of this research is to study the implications of retention, various reasons for attrition and also different ways to control attrition along with the employee retention strategies implementing by the Indian IT sector. Research design, data and methodology - After thorough literature review on employee attrition and retention, questionnaire has prepared to collect the opinions of 200 employees which were chosen from 20 IT companies (10 each from large and medium size companies) with simple random sampling technique and also gathered the opinion of these companies HR managers on strategies they are implementing to retain their talent pool through personal and telephonic interviews. Results -The research completely limited to the IT companies located in the city of Pune which is emerged as a new IT hub of India. The collected data was analyzed with Microsoft Excel and frequency distribution. Conclusions - The researchers identified job associated, compensation related and inter-personal relations for quitting their positions along with the outlook of Indian IT companies related to the identification and implementation of retention strategies like incessant hikes in compensation package, improved working conditions, continuous introduction of employee welfare facilities, and genuine promotional policy, recognition and rewards, career planning and development, and exemplary leadership.

Purpose - This Study aims to promote technology transfer commercialization and ultimately make contribution towards enhancement of the success rate of commercialization of technology transfer at national level by deducing the factors that impart influence on the negotiation at the time of technology trading between the seller and buyer of technology of public research institutions subjected to transfer and sales. Research design, data and methodology - This Study deduced 5 research hypotheses through preceding researches related to technology transfer commercialization related technology marketing for technology trading negotiation. This Study was conducted by verifying the hypotheses through multiple regression analysis. Results - As the result of the Study, the research hypothesis H1, 'Promotion of commercialization of technology transfer trading will be affected in accordance with the innate characteristic factors of the technology', and H5, 'Promotion of commercialization of technology transfer trading will be affected in accordance with the mutual factors of the parties of the technology trading', among the 5 research hypotheses were chosen. Conclusions - It was found that the technology seller must be able to demonstrate technological value of the technology being sold in order to successfully conclude technology transfer trading negotiation and mutual understanding and harmonious communication between the parties.