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The Design of B2B Customer References: A Signaling Theory Perspective (Boyd, Sese, and Tillmanns 2023)

July 30, 2023

Although most firms strive to receive positive customer references, the elements within each reference can drastically change their impact on firm value.

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Tags: referrals, decision making, value, b2b, advocacy, supplier, referral, decisionmaking, references, customer references, reference depth, reference breadth, reputation, abnormal returns, stock prices, financial performance, finance, firm value
Category: Curated B2B Research
Topics: sales and marketing, Branding, advertising, and promotion, Buying and procurement, Channels and distribution, CRM, Sales

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