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Keywords: Discrete exchange
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Journal Articles
The common ground of relationships and exchange: towards a contractual foundation of marketing
Available to Purchase
Journal of Business & Industrial Marketing (2012) 27 (6): 447–455.
Published: 27 July 2012
..., 2007). This may not be surprising, as real‐world practice rarely follows ideal‐type classifications. Regardless of its theoretical origin and relevance, management will use whatever works. Property rights theory Relational contract theory Discrete exchange Relational exchange Exchange...
