Branding implications of partner firm-focal firm relationships in business-to-business service networks

Purpose - By outsourcing or partnering with two or more firms to perform certain activities targeted toward customers, firms are engaging in service networks. This research begins to examine how customers evaluate firms in a strategic, B2B service network and how their assessment of firms involved i...

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Veröffentlicht in:	The Journal of business & industrial marketing 2007-08, Vol.22 (6), p.372-382
Hauptverfasser:	Morgan, Felicia, Deeter-Schmelz, Dawn, Moberg, Christopher R.
Format:	Artikel
Sprache:	eng
Schlagworte:	Alliances Brands Business networking Business to business commerce Consumers Customer relations Customer services Marketing Outsourcing Partnering Purchasing Service industries Studies
Online-Zugang:	Volltext
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