An entrepreneurial relationship marketing approach to B2B selling: The case for intellectual capital sharing

• Main Authors: Donald, P. Addison II, Tony, Lingham, Can, Uslay, Lee, Olivia F.*
• Format: Article
• Published: Emerald Publishing Limited 2017
• Subjects: HF Commerce
• Online Access: http://eprints.intimal.edu.my/968/; https://doi.org/10.1108/JRME-09-2016-0032; https://doi.org/10.1108/JRME-09-2016-0032
• Institution: INTI International University

Purpose The purpose of this paper is to examine the entrepreneurial practice of intellectual capital sharing (ICS) with client organizations and assess its potential for collaborative business-to-business (B2B) relationship building. B2B collaborations within the traditional marketing paradigm are...