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

Hynes, N. and Mollenkopf, D.A. (2007) Partners with the right attitude: why strategic orientation matters in firm to firm relationships. In: International Marketing and Purchasing Group Conference, 2007-01-01. (Unpublished)

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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.