Möhring, Monika Maria; Finch, John - In: Journal of Business & Industrial Marketing 30 (2015) 3/4, pp. 405-413
established ones. Relational norms augment and can supersede the early focus on the contract, thus incorporating incremental … contract and relational norms. It develops a valuable research proposition, in the transition from a mainly contractual to a … mainly relational uses of contracts, thus identifying contract as a particular business resource, to be deployed and embedded. …