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Horizontal Referrals in B2B Markets (Hada, De Bruyn, and Lilien 2023)

May 8, 2023

Although horizontal referrals are common in B2B industries, managers must consider several different factors to increase their chances of receiving the best possible referral from a supplier.

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Tags: b2b relationships, relationships, b2b, performance, revenue, supplier, referral, recommendation, horizontal referral, economic, product breadth, criteria, obligatory, dependence, dependent, supplier-buyer relationships, buyer
Category: Curated B2B Research
Topics: sales and marketing, Corporate strategy, Competition, Interfirm relationships, Pricing, Sales

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