A. Griffith, David; S. Lee, Hannah; Seob Yeo, Chang; … - In: International Marketing Review 31 (2014) 3, pp. 308-334
Purpose – The purpose of this paper is to explore the marketing “processes” of governing multiple export relationships … attributes of transaction-specific investments and psychic distance on the adaptation/standardization of relational behavior and … detailed contracting and how process adaptation/standardization influences new product outcomes and jointly created value in …