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Keywords: Favor reciprocity
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Journal Articles
Journal of Business & Industrial Marketing (2024) 39 (7): 1419–1432.
Published: 07 May 2024
... The study reveals that in developed economies with strong formal institutions, negative aspects of favor reciprocity norms intensify unless informal networks are driven by strict sociomoral obligations. This supports research indicating that contractual governance competes rather than complements relational...
