Keywords: Mental model
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Journal Articles
Journal of Business & Industrial Marketing (2012) 27 (2): 132–141.
Published: 27 January 2012
...‐technology industrial service with a strong outsourcing trend. The empirical data consist of interviews with eight representatives from the seller company and 16 interviews from different customer companies. Findings A needing is based on the customers' mental models of their business and business...

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