An entrepreneurial relationship marketing approach to B2B selling: The case for intellectual capital sharing
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...
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Main Authors: | , , , |
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Format: | Article |
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Emerald Publishing Limited
2017
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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 |
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Institution: | INTI International University |
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