Gupta, Samir; Zhou, Jing; Feng, Shanfei; Nyadzayo, … - In: Journal of Business & Industrial Marketing 37 (2021) 2, pp. 385-401
Purpose: This study aims to investigate how the relationship factors, including equity, shared responsibility and relationship dependence leverage the value co-creation. The research studies the value co-creation process in a business-to-business (B2B) context between suppliers and customers...