Previous research has identified factors that influence buyer-seller relationships. Despite the importance of understanding how these factors influence buyer-seller relationships, the relative importance of these factors are has not been empirically determined. The purpose of this research is to...

Purpose: The purpose of this paper is to examine the relationship between country-of-origin (COO) and brand positioning in the context of the high-involvement service of health care. This paper compares and analyzes different positioning strategies used in Europe, North America and the Middle...

Purpose: This paper aims to contribute industrial marketing literature by examining the relationship between market orientation and performance based on multiple perspectives and measures. Although the relationship between market orientation and firm performance has been examined in prior...