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Keywords: B2B startups
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Journal Articles
Journal of Business & Industrial Marketing (2022) 37 (12): 2432–2441.
Published: 27 January 2022
...Safal Batra; Vishal K. Gupta; Sunil Sharma; Rahul Yadav Purpose The purpose of this study is to investigate potential lenders of legitimacy for business-to-business (B2B) startups as reflected in the willingness of potential customers to do business with startup firms. This study theorizes...
