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Keywords: Product
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Journal Articles
Journal of Business & Industrial Marketing (2025) 40 (9): 1810–1832.
Published: 23 September 2025
...Piyush Ranjan Purpose The purpose of this study is to develop a moderated moderation model investigating the contingent effects of two managerial ties, namely, political ties ( PT ) and business ties ( BT ), on the relationship between pricing capability ( PC ) and new product performance ( NPP...
Journal Articles
Journal of Business & Industrial Marketing (2022) 37 (12): 2432–2441.
Published: 27 January 2022
... the role of familiarity with B2B startups, their founding teams and their product offerings in influencing perceptions about legitimacy among potential customers. Design/methodology/approach Data are collected from key decision-makers involved in B2B procurements in large Indian companies and analyzed...
