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The Importance of Measuring Control Mutuality in B2B Relationships in Developing Countries
[chapter]
2017
The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World
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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