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Keywords: Component branding
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Journal Articles
Journal:
Management Decision
Management Decision (2015) 53 (8): 1883–1898.
Published: 21 September 2015
... component brand. Hence, none of these studies adopts a relational approach, and none of them focuses on the process of mutual value creation and on the antecedents of the OEM’s and the supplier’s willingness to engage in this process. In this study, we suggest that the service logic and the relational...
