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Keywords: Asset specificity
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Journal Articles
The interplay of contracts and trust: untangling between- and within-dyad effects
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Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (2): 453–478.
Published: 02 January 2023
... Limited Licensed re-use rights only Trust Contracts Buyer–supplier exchanges Asset specificity Exchange history Contracts and trust have long been considered as two prominent governance mechanisms in marketing channels, which promote coordination and deter conflict (Bai et al...
