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Keywords: Asian context
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2026) 38 (3): 817–834.
Published: 25 June 2025
... Asian context. Our Taiwanese sample enables us to analyze the potential impact of cultural and contextual nuances on B2B relationships, sharply contrasting with Western norms (Kadam et al., 2023). Unlike the West’s transactional partnerships, the guanxi culture in Taiwan, which...
