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The impact of transactional and relational strategies in business markets: An agenda for inquiry |
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| Authors: | Arun Sharma [Author Vitae] Kishore Gopalakrishna Pillai [Author Vitae] |
| Institution: | a Department of Marketing, School of Business Administration, University of Miami, P.O. Box 248147 Coral Gables, FL 33124, USA b College of Business, Florida State University, Tallahassee, FL 32306, USA |
| Abstract: | The impetus for the special issue of Industrial Marketing Management is the importance of understanding the implications of transactional and relational strategies in business-to-business contexts. The objective of the special issue is to integrate conceptual and empirical research in this area. We highlight research that extends current thinking in the area to ensure that this special issue serves an impetus for future research on this important topic. |
| Keywords: | Transactions Relationships Relational orientation |
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