ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
B2B buyer preferences continue to shift in favor of suppliers who practice societally “good” business.
Although most firms strive to receive positive customer references, the elements within each reference can drastically change their impact on firm value.
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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