Keywords: B2B services
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Journal Articles
American Journal of Business (2011) 26 (2): 161–182.
Published: 28 October 2011
...Elad Granot Purpose The purpose of this paper is to explore how executives assimilate creativity in business‐to‐business (B2B) services. Design/methodology/approach The author employed an inductive, qualitative research approach to elicit and explore the definition and interpretation...

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