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Digitalization of the buyer-seller relationship in the steel industry
(Emerald, 2020-12-22)
- article
Purpose
The purpose of this research is to cast light on the nature of the digitalization process that occurs when digital technologies are adopted in buyer–seller relationships.
Design/methodology/approach
The study ...
A transition from goods-dominant to service-dominant exchange logic in a B2B relationship : a relationship positioning perspective
(Elsevier, 2019-08-01)
- article
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, ...