Organizational culture and relationship marketing: an interorganizational perspective
Purpose – This paper aimed to analyze the contribution of interorganizational relationships, specifically between suppliers and clients, to organizational cultural changes. Design/methodology/approach – A qualitative multiple case study in two marketing channels was performed, through in-depth int...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Fundação Escola de Comércio Álvares Penteado
2018-01-01
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| Series: | Revista Brasileira de Gestão De Negócios |
| Subjects: | |
| Online Access: | https://rbgn.fecap.br/RBGN/article/view/3688/pdf |