What happened with the grandiose plans? Strategic plans and network realities in B2B interaction

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What happened with the grandiose plans? - Strategic plans and network realities in B2B interaction

The importance of individual actors in business-to-business relationships has been widely acknowledged. Commonly these are referred to in a process-like manner related to division of work in organisational buying, or they are seen as carriers of values and interactions. In marketing, they are rarely described as representatives of various organisational levels. The purpose of the paper is to di...

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ژورنال

عنوان ژورنال: Industrial Marketing Management

سال: 2010

ISSN: 0019-8501

DOI: 10.1016/j.indmarman.2010.06.016