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

Arun Sharma, Kishore Gopalakrishna Pillai

Research output: Contribution to journalArticle

23 Scopus citations

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 languageEnglish (US)
Pages (from-to)623-626
Number of pages4
JournalIndustrial Marketing Management
Volume32
Issue number8
DOIs
StatePublished - Nov 1 2003

Keywords

  • Relational orientation
  • Relationships
  • Transactions

ASJC Scopus subject areas

  • Marketing

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