The research provides a better understanding of business relationships between suppliers and industrial buyers. Based on previous research models, we particularly explored the value drivers that
This study intends to contribute to a better understanding of how value creation co-aligns with relationship quality, and how this co-alignment affects a firm’s performance. To examine this
Our research tries to bridge the gap between the Service Dominant Logic (SDL) paradigm and strategic account management (SAM) research to answer the question: how is value “co-created” within a
This study explores the role of customer employees’ cognitive and motivational conditions - summarized as customer resource integration readiness - that are required for value-in-use creation in
As an illustrative example of a country facing the financial crisis, the study employs Greece as a case in point for the examination of emotional advertising messages aired during the 2012 election
