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

• المؤلفون الرئيسيون: Tuli, Kapil, Bharadwaj, Sundar G., Kohli, Ajay
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2010
• الموضوعات: Marketing
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/lkcsb_research/1054; https://doi.org/10.1509/jmkr.47.1.36

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...