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dc.contributor.authorWathne, Kenneth Henning
dc.contributor.authorFjeldstad, Øystein Devik
dc.date.accessioned2020-11-20T15:01:05Z
dc.date.available2020-11-20T15:01:05Z
dc.date.created2019-01-30T14:32:23Z
dc.date.issued2019
dc.identifier.citationJournal of Business & Industrial Marketing. 2019en_US
dc.identifier.issn0885-8624
dc.identifier.urihttps://hdl.handle.net/11250/2688940
dc.description.abstractPurpose This paper aims to identify promising areas for future business to business (B2B) governance research. Design/methodology/approach This paper uses a theoretical approach. Findings Most governance research in marketing is conducted within the context of value chains (Porter 1985). There are great opportunities for governance researchers in marketing to improve the understanding of B2B relationships in problem solving and networking services. Moreover, rapid innovations taking place in networking services are changing the institutional environment across all forms of value creation. This in turn impacts how the nature and governance of relationships in the broader economy are understood. Originality/value The literature on B2B relationship governance is primarily rooted in one particular form of value creation, namely, the “value chain” (Porter, 1985). The authors examine whether the current conceptualization of B2B relationship governance is equally applicable for firms that have a different value creation logic and therefore engage in exchange relationships that differ in their object of exchange.en_US
dc.language.isoengen_US
dc.publisherEmeralden_US
dc.titleWhere do we go from here? The future of B2B governance research.en_US
dc.typeJournal articleen_US
dc.typePeer revieweden_US
dc.description.versionacceptedVersionen_US
dc.source.pagenumber623-627en_US
dc.source.volume35en_US
dc.source.journalThe journal of business & industrial marketingen_US
dc.source.issue4en_US
dc.identifier.doi10.1108/JBIM-10-2018-0308
dc.identifier.cristin1668991
cristin.unitcode158,11,0,0
cristin.unitcode158,8,0,0
cristin.unitnameInstitutt for markedsføring
cristin.unitnameInstitutt for strategi og entreprenørskap
cristin.ispublishedtrue
cristin.qualitycode1


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