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| Author: | Hogan, J.E. Armstrong, G. |
| Title: | Toward a resource-based theory of business exchange relationships: the role of relational asset value |
| Journal: | Journal of Business-to-Business Marketing
2001 : VOL. 8:4, p. 3-28 |
| Index terms: | ASSET VALUATION BUSINESS-TO-BUSINESS RESOURCES |
| Language: | eng |
| Abstract: | There is a need for new theoretical perspectives in business-to-business marketing to provide insights that can help firms manage their business exchange relationships in ways that maximize shareholder value. The authors argue that resource theory, a prominent theory of competition, effectively meets that need. They extend the theory by conceptualizing business relationships as a risky asset of the firm. |
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