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Published in 2023 at "Journal of Marketing Research"
DOI: 10.1177/00222437231175415
Abstract: Horizontal referrals –when suppliers recommend other suppliers– are a common phenomenon in complex B2B markets. For the referring supplier, giving the best-possible horizontal referral may strengthen the relationship with its customer, yet it may also…
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Keywords:
b2b markets;
referring supplier;
customer;
horizontal referrals ... See more keywords