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Keywords: Relationship orientation
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Journal Articles
Journal of Business & Industrial Marketing (2016) 31 (5): 625–639.
Published: 06 June 2016
...Minna Matikainen; Harri Terho; Petri Parvinen; Anne Juppo Purpose This study examines the role and relative impact of market orientation, product orientation and relationship orientation on new product launch performance, investigating product advantage and market-based assets as alternative...
Journal Articles
Journal of Business & Industrial Marketing (2012) 27 (8): 644–658.
Published: 05 October 2012
...Geoffrey T. Stewart; Zach G. Zacharia; Andrew B. Artis Purpose This study seeks to: empirically measure relationship orientation along a continuum from operation to strategic; evaluate the impact of relationship orientation on the actual activities implemented within the relationship...
