Ties That Bind: The Impact of Multiple Types of Ties with a Customer on Sales Growth and Sales Volatility
Suppliers in business-to-business settings are increasingly building a portfolio of multiple types of ties with individual customers. For example, in addition to supplying goods and services, a supplier may have a research-and-development alliance and a marketing alliance with a customer. This study...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2010
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/1054 https://doi.org/10.1509/jmkr.47.1.36 |
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| Institution: | Singapore Management University |
| Language: | English |