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Keywords: Business to business
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Journal Articles
Journal of Business & Industrial Marketing (2023) 38 (8): 1607–1622.
Published: 14 September 2022
... the mediating role of product innovation (PI) and moderating the role of marketing innovation (MI) in business to business (B2B) small- and medium-sized enterprises (SMEs). Design/methodology/approach This paper used structural equation modelling analysis in STATA, using the Australian bureau of statistics...
Journal Articles
Journal of Business & Industrial Marketing (2023) 38 (4): 813–827.
Published: 17 June 2022
... understanding of franchising by adopting a mixed-methods approach that includes information about franchisors and franchisees. Agency problems Business to business Franchise Signaling The franchising relationship is interdependent, where both parties – franchisor and franchisee – rely on one...
Journal Articles
David Marius Gligor, Ismail Golgeci, Carla Rego, Ivan Russo, Sıddık Bozkurt, Terrance Pohlen, Brian Hiatt, Vipul Garg
Journal of Business & Industrial Marketing (2022) 37 (7): 1542–1552.
Published: 03 November 2021
...David Marius Gligor; Ismail Golgeci; Carla Rego; Ivan Russo; Sıddık Bozkurt; Terrance Pohlen; Brian Hiatt; Vipul Garg Purpose The purpose of this paper is to build on recent efforts occurring within business-to-business (B2B) marketing research to advance methodological developments. As phenomena...
