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Keywords: Digital B2B Platforms
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Journal Articles
Adoption of digital platforms by sponsoring organisations and NPOs for cause-related B2B marketing programs: a fsQCA exploration
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Journal of Business & Industrial Marketing (2024) 39 (3): 617–632.
Published: 15 September 2023
.... The study aims to identify the combinatory factors driving the adoption of Digital B2B platforms for managing cause-related B2B marketing programs. Design/methodology/approach The study adopts an innovative approach of fuzzy-set qualitative comparative analysis (fsQCA) on data collated from top...
