Academic Publications

  • Palakshappa, Nitha, and Mary Ellen Gordon (2007), “Collaborative Business Relationships: Helping Firms to Acquire Skills and Economies to Prosper”, Journal of Small Business and Enterprise Development, 14(2), 264-279.
  • Palakshappa, Nitha, and Mary Ellen Gordon (2006), “Using a Multi-Method Qualitative Approach to Examine Collaborative Relationships”, Qualitative Market Research, 9(4), 389-403.
  • Palakshappa, Nitha, and Mary Ellen Gordon (2005), “Cross-Cultural Issues Facing Small Firms Collaborating with International Partners: A Case Study”, New Zealand Journal of Applied Business Research, 4(1), 1-13.
  • Nilikant, V., Callum J. Floyd, and Mary Ellen Gordon (2004), “A Model for the Choice of Organizational Form in International Franchising”, in Handbook of Research on International Entrepreneurship, Léo-Paul Dana ed, Edward Elgar Publishing, 688-712.
  • Palakshappa, Nitha and Mary Ellen Gordon (2004), “Apple’s Renaissance: The Agreement That Works”, in Marketing: Managing Customer Value (4th edition), Pascale Quester and Robyn McGuiggan eds, McGraw-Hill Australia, 675-680.
  • Palakshappa, Nitha and Mary Ellen Gordon (2004), “Funny People and Fuzzy Logic: The Art of Management Training”, in Marketing: Managing Customer Value (4th edition), Pascale Quester and Robyn McGuiggan eds, McGraw-Hill Australia, 635-638.
  • Dolli, Nitha and Mary Ellen Gordon (2002), “Sansom Contract Services Ltd: Size is No Barrier”, in International Marketing (2nd edition), Richard Fletcher and Linden Brown eds, Prentice Hall Australia, 666-669.
  • Dolli, Nitha and Mary Ellen Gordon (2002), “EFTPOS in New Zealand: A Case of Joint Venture Success”, Management Case Quarterly, 4(5), 14-17.
  • Gordon, Mary Ellen, (2001), “Relationship Marketing: Is it Black and White?”, in Services Marketing: An Asia-Pacific Perspective, Christopher H. Lovelock, Paul Patterson and Rhett Walker eds, Prentice Hall Australia, 456-462.
  • Gordon, Mary Ellen, Mark Clemens, Sarah Carrick-Leslie, Robert Sinclair, and Carla Viedma (1999), “Strategic Alliance Evaluation: Comparing Theoretical Prescriptions and Managerial Practice”, in Proceedings of the 1999 Academy of Marketing Science Conference, Academy of Marketing Science, 255-260.
  • Gordon, Mary Ellen and George Milne (1999), “Selecting the Dimensions that Define Strategic Groups: A Novel Market-Driven Approach”, Journal of Managerial Issues, 11(2), 213-233.
  • Gordon, Mary Ellen and Callum Floyd (1999), “Collaborative Business Relationships in New Zealand”, in International Marketing, Richard Fletcher and Linden Brown eds, Prentice Hall Australia, 495-505.
  • Floyd, Callum J. and Mary Ellen Gordon (1998), “What Skills are Important? A Comparison of Employer, Student and Staff Perceptions”, Journal of Marketing Education, 20(2), 103-109.
  • Gordon, Mary Ellen, Kim McKeage, and Mark Fox (1998), “Relationship Marketing Effectiveness: The Role of Involvement”, Psychology and Marketing, 15(5), 443-459.
  • Gordon, Mary Ellen and Kathryn De Lima Turner (1997), “Consumer Attitudes Towards Internet Advertising: A Social Contract Perspective”, International Marketing Review, 14(5), 362-375. (Received ANBAR Citation Highest Quality Rating.)
  • Gordon, Mary Ellen and Kim McKeage (1997), “Relationship Marketing Effectiveness: Differences Between Women in New Zealand and the United States”, in Enhancing Knowledge Development in Marketing (Volume 8), William M. Pride and G. Thomas M. Hult eds, American Marketing Association, 117-122.
  • Gordon, Mary Ellen, Kim McKeage, and Mark Fox (1997), “Relationship Marketing in Channel Relationships: The Role of Involvement”, in Enhancing Knowledge Development in Marketing (Volume 8), William M. Pride and G. Thomas M. Hult eds, American Marketing Association, 253-258.
  • Gordon, Mary Ellen (1997), “Relationship Marketing: Is it Black and White?”, in Services Marketing: Australia and New Zealand, Christopher H. Lovelock, Paul Patterson and Rhett Walker eds, Prentice Hall Australia, 213-219.
  • Gordon, Mary Ellen, “The Value of Collaboration (1996)”, in Academy of International Business SouthEast Asia Regional Conference Proceedings, Otago University New Zealand, 63-69. (Received the best paper award for this conference.)
  • Gordon, Mary Ellen and Kim McKeage (1996), “Relationship Marketing Effectiveness: Differences Between Women in New Zealand and the United States”, in New Zealand Marketing Educators’ Conference, Andrea Martin and Richard Starr eds, Auckland University New Zealand, 29-32.
  • Gordon, Mary Ellen (1995), “Strategic Alliances In The Pharmaceutical Industry: A Qualitative Examination”, in Enhancing Knowledge Development in Marketing (Volume 6), Barbara Stern and George Zinkhan eds, American Marketing Association, 553-558.
  • Milne, George R. and Mary Ellen Gordon (1995), “Increasing Direct Mail Efficiency Through Customer Segmentation”, Stores, 77(7), RR6-RR7.
  • Gordon, Mary Ellen (1995), “The Role of Strategic Logic in Alliance Outcomes”, doctoral dissertation, the University of Massachusetts at Amherst.
  • Gordon, Mary Ellen and Jo Berg (1995), “When Opposites Attract: The Performance Implications of Strategic Alliance Asymmetries”, in 1995 New Zealand Marketing Educators’ Conference Proceedings, Sylvie Chetty ed, Victoria University New Zealand, 177-184.
  • Milne, George R. and Mary Ellen Gordon (1994), “A Segmentation Study of Consumers’ Attitudes Toward Direct Mail”, Journal of Direct Marketing, 8(2), 45-52.
  • McKeage, Kim, Mary Ellen Gordon, and George R. Milne (1994), “An Integrated Approach to Course Design: Theory Meets Marketing Management”, in Enhancing Knowledge Development in Marketing (Volume 5), Ravi Achrol and Andrew Mitchell eds, American Marketing Association, 35-41.
  • Milne, George R. and Mary Ellen Gordon (1993), “Direct Mail Privacy-Efficiency Tradeoffs Within An Implied Social Contract Framework”, Journal of Public Policy and Marketing, 12(2), 206-215.