Ryu, Sungmin; Lee, Eun‐Ju; Jun Lee, Won - In: Journal of Business & Industrial Marketing 26 (2011) 2, pp. 92-103
Purpose – This study seeks to introduce the concept of collectivism, and to assess its impact on interfirm commitment in both high and low collectivist countries. Design/methodology/approach – In evaluating the effects of bilateral power structures on commitment, the paper utilizes...