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Role of Relational intent in B2B channel relations for their exchange valuations
A fresh perspective on value creation process in B2B relations is proposed based on relational intent. The study includes value creation literature and points to relational drivers towards creating relational values and proposes selective antecedents that can decide the intent of a relationship whic decides the value. A conceptual model is built and tested from data taken from Indian steel distribution channel and inferences are drawn. The study points to decrease in effect of power and control in channel and strengthens the resource sharing theories for relational perspectives.
Funding
self
History
Declaration of conflicts of interest
noneCorresponding author email
efpm01002@iiml.ac.inLead author country
- India
Lead author job role
- Independent researcher
Lead author institution
steel authority of IndiaHuman Participants
- Yes
Ethics statement
All the data used were primary research generated by author.Comments
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