at grocery stores and automatic teller machines address the need to have more exchange availability than previously established. In addition, consumers are also found to prefer some nonstore exchange time, such as at-home, catalog, television, and interactive shopping opportunities.
There is a multitude of ways that management needs to think about time in exchange. It is in one of these areas that careful exploration might lead a firm to find ways to create a competitive advantage for itself. There is the opportunity to use time as a segmenting device as people vary across the aspects. Clearly it is an important topic internationally, where we know there are extreme differences in the approaches and aspects of time across cultures.
Management and academics need to recognize that time permeates the exchange process. It has been ignored too long. The understanding of the role for time in exchange can empower exchange theory to represent more closely what actually is happening as exchanges occur.
Carol Felker Kaufman
Paul M. Lane