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Keywords: Customer relationships
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Journal Articles
International Marketing Review (2021) 38 (6): 1189–1216.
Published: 31 August 2021
...Jonna Koponen; Saara Julkunen; Mika Gabrielsson; Ellen Bolman Pullins Purpose The purpose of this paper is to explore how business-to-business (B2B), intercultural, interpersonal salesperson–customer relationships develop using the lens of identity management theory (IMT; Imahori and Cupach, 2005...

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