Ryu, Sungmin; Park, Jeong Eun; Min, Soonhong - In: Journal of Business Research 60 (2007) 12, pp. 1225-1233
Marketers have witnessed a paradigm shift in which establishing, maintaining, and forging long-term buyer-seller relationships are considered the core of marketing activities. Accordingly, investigating a long-term orientation (LTO) has become a steady research stream in the marketing...