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- W1997089752 abstract "Abstract The academic literature has convincingly noted the growing importance and impact that corporate culture has on the behavior of firms. Correspondingly, industrial sellers are increasingly relying on relationship selling as a key marketing strategy. In conjunction with these two issues, this article demonstrates how capitalizing on an effective understanding of the buyer's corporate culture can be used by sellers to achieve a competitive advantage in developing and maintaining long-term buyer–seller relationships. The implications of this approach are also discussed." @default.
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- W1997089752 date "1999-11-01" @default.
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- W1997089752 title "Intercultural Interaction Strategies and Relationship Selling in Industrial Markets" @default.
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- W1997089752 doi "https://doi.org/10.1016/s0019-8501(98)00032-7" @default.
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