B2B: A Paradigm Shift from Economic Exchange to Behavioral Theory: A Quest for Better Explanations and Predictions
Abstract
The development of industrial marketing theory has been largely characterized by descriptive approaches in the scrutiny of B2B marketing phenomena. In its pursuit for scientific legitimacy and credibility to academics and practitioners alike, research into B2B relationships as a subject of scientific enquiry will need to seriously engage into what can be termed a true paradigm shift, one that advances discovery in this area from sheer...
Paper Details
Title
B2B: A Paradigm Shift from Economic Exchange to Behavioral Theory: A Quest for Better Explanations and Predictions
Published Date
Mar 9, 2016
Journal
Volume
33
Issue
4
Pages
232 - 249
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