Ties That Bind: The Impact of Multiple Types of Ties with a Customer on Sales Growth and Sales Volatility

• Main Authors: Tuli, Kapil, Bharadwaj, Sundar G., Kohli, Ajay
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2010
• 主題: Marketing
• 在線閱讀: https://ink.library.smu.edu.sg/lkcsb_research/1054; https://doi.org/10.1509/jmkr.47.1.36
• 機構: Singapore Management University

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...