ARCH G. WOODSIDE is Malcolm S. Waldenberg Professor of Marketing at the A.B. Freeman School of Business, Tulane University. He is editor of the Journal of Business Research and writes extensively on behavioral theory and research in international joint venturing. He is also a fellow of the American Psychological Association, the American Psychological Society, and the Southern Marketing Association. ROBERT E. PITTS is Professor and Chair, Department of Marketing and the Director of the Kellstadt Center for Marketing Analysis and Planning, DePaul University, Chicago. A director and former vice president for Collegiate Affairs of the Chicago chapter, American Marketing Association, he is nationally prominent as a researcher, consultant, and executive trainer. He is also an editor of and contributor to numerous journals in his various fields.