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Keywords: Business‐to‐business relationship
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2012) 30 (5): 567–587.
Published: 27 July 2012
...Leena Viitaharju; Merja Lähdesmäki Purpose The purpose of this paper is to identify the different perceptions of the antecedents of trust in asymmetrical business‐to‐business relationships between food producers and retailers. Design/methodology/approach The empirical data consist of semi...
