The impact of transactional and relational strategies in business markets: an agenda for inquiry

Arun Sharma; Kishore G. Pillai

doi:10.1016/j.indmarman.2003.06.002

The impact of transactional and relational strategies in business markets: an agenda for inquiry

Arun Sharma, Kishore G. Pillai

Marketing & Strategy

Research output: Contribution to journal › Article › peer-review

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.

Original language	English
Pages (from-to)	623-626
Number of pages	4
Journal	Industrial Marketing Management
Volume	32
Issue number	8
DOIs	https://doi.org/10.1016/j.indmarman.2003.06.002
Publication status	Published - Nov 2003

Keywords

transactions
relationships
relational orientation

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10.1016/j.indmarman.2003.06.002

Cite this

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title = "The impact of transactional and relational strategies in business markets: an agenda for inquiry",

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.",

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AB - 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.

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KW - relational orientation

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The impact of transactional and relational strategies in business markets: an agenda for inquiry

Abstract

Keywords

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