Seeds of demand-side legitimacy : when do existing companies procure from B2B startups?
Year of publication: |
2022
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Authors: | Batra, Safal ; Gupta, Vishal K. ; Sharma, Sunil ; Yadav, Rahul |
Published in: |
The journal of business & industrial marketing. - Bradford : Emerald, ISSN 2052-1189, ZDB-ID 2019934-X. - Vol. 37.2022, 12, p. 2432-2441
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Subject: | B2B customers | B2B startups | Customers | Entrepreneur | Legitimacy | Product | Lieferantenmanagement | Supplier relationship management | Unternehmensgründung | Business start-up | B-to-B-Marketing | Business-to-business marketing | Legitimität | Electronic Commerce | E-commerce | Beschaffung | Procurement |
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