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Keywords: Transaction cost theory
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2026) 38 (3): 817–834.
Published: 25 June 2025
... business-to-business relationship Relational marketing theory Transaction cost theory Asian context The modern business-to-business (B2B) partnerships between buyers and sellers are crucial for achieving strategic objectives, mitigating risks, fostering innovation and differentiating from...
