This paper discusses partners with the right attitude. In particular, why strategic orientation matters in firm to firm relationships. It was presented at the International Marketing and Purchasing Group Conference in 2007.
|Publication status||Unpublished - 2007|
|Event||International Marketing and Purchasing Group Conference - Manchester, United Kingdom|
Duration: 1 Jan 2007 → …
|Conference||International Marketing and Purchasing Group Conference|
|City||Manchester, United Kingdom|
|Period||1/01/07 → …|
- strategic orientation
- firm relationships
- international marketing
Hynes, N., & Mollenkopf, D. A. (2007). Partners with the right attitude: why strategic orientation matters in firm to firm relationships. Paper presented at International Marketing and Purchasing Group Conference, Manchester, United Kingdom, .