Voss, Kevin E.; Tanner, Emily C.; Mohan, Mayoor; Lee, … - In: Journal of Business & Industrial Marketing 34 (2019) 8, pp. 1668-1680
Purpose: Reciprocity has traditionally been overlooked in social exchange models of inter-firm relationships. Therefore, this research integrates reciprocity and its antecedents into a social exchange model of inter-firm relationships. Design/methodology/approach: The authors collected primary...