Gligor, David Marius; Golgeci, Ismail; Rego, Carla; … - In: Journal of Business & Industrial Marketing 37 (2021) 7, pp. 1542-1552
Purpose: The purpose of this paper is to build on recent efforts occurring within business-to-business (B2B) marketing research to advance methodological developments. As phenomena within B2B relationships have become increasingly complex, marketing scholars have begun to point out the...