Partners with the right attitude: why strategic orientation matters in firm to firm relationships

N. Hynes, D.A. Mollenkopf

Research output: Contribution to conferencePaper

Abstract

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.
Original languageEnglish
Publication statusUnpublished - 2007
EventInternational Marketing and Purchasing Group Conference - Manchester, United Kingdom
Duration: 1 Jan 2007 → …

Conference

ConferenceInternational Marketing and Purchasing Group Conference
CityManchester, United Kingdom
Period1/01/07 → …

Keywords

  • strategic orientation
  • firm relationships
  • international marketing
  • purchasing

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  • Cite this

    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, .