Both articles are written by the same author, Fournier, with a thirteen year gap between the two articles. Because many companies think that the only way to capture value through relationship marketing is to focus on "good" customers and eliminate "bad" customers. The main focus of both articles is relationship marketing, which is why they are very similar. Fournier and Avery's opinions are; know your customers and what they value, be open to different types of relationships, and recognize that relationships cannot be one-sided (Fournier & Avery,