EXPRESS: Horizontal Referrals in B2B Markets
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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… read more here.
Keywords: b2b markets; referring supplier; customer; horizontal referrals ... See more keywords