The Importance of Measuring Control Mutuality in B2B Relationships in Developing Countries [chapter]

Elsamari Botha, Gert Human
2017 The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World  
A BST R A C T This study takes an exploratory look at the influence of control mutuality in B2B relationships. Control mutuality relates to the power relationship and decision-making processes that take place within business relationships and has seen limited application in relationship management literature.
doi:10.1007/978-3-319-50008-9_163 fatcat:jiioll2inzfjtdisjrqhwrvf3y