Its l ^ oundations and Relevance Approach to Theory Building and Research in Marketing

Introduction During the 1960s, management theory and research began to adopt a new orientation, one that embodied a remarkably simple concept and enabled significant advancements in the study of management and organisations. This orientation, now referred to as the contingency approach, emphasises the importance of situational influences on the management of organisations and questions the existence of a single, best way to manage or organise. Today, the contingency approach dominates theory and research in the management literature.