Jukka, Minna; Andreeva, Tatiana; Blomqvist, Kirsimarja; … - In: Journal of Business & Industrial Marketing 32 (2017) 7, pp. 937-950
Purpose This study aims to examine relational norms in cross-cultural business settings. Cross-cultural business partners may differ in their normative orientations toward relational exchange. Owing to the high extent of international trade, there is a need for developing a more nuanced...