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A transition from goods-dominant to service-dominant exchange logic in a B2B relationship : a relationship positioning perspective

Makkonen, Hannu; Saarikorpi, Mervi; Rajala, Risto (Elsevier, 01.08.2019)
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The study complements the dominant interpretations of positioning in marketing management research by introducing a relational perspective on positioning in the industrial markets. Instead of focusing on products, brand, ...