Hampton, Ronald D.; Guy, Bonnie S.; Sinkula, James M.; Hampton, Ronald D.; Professor, 313 College of Business Administration, University of Nebraska-Lincoln, Lincoln, NE, 68588-0492; Guy, Bonnie S.; Professor, 319 College of Business Administration, University of Nebraska-Lincoln, Lincoln, NE, 68588; Sinkula, James M.; Professor, School of Business, University of Vermont, Burlington, VT, 05405