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Keywords: Omnichannel integration
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Journal Articles
Journal of Business & Industrial Marketing (2023) 38 (12): 2561–2577.
Published: 21 April 2023
...Yang Li; Xianbao Huang; Kai Zhang Purpose Although past studies have suggested that business-to-business (B2B) interfirm relationship management contributes to a firm’s omnichannel integration, little research has been undertaken to reveal how that happens. This study aims to draw upon...
