This paper offers a set of introductory propositions of associations among organizational culture, firm actions and outcomes, business-to-business (B2B) relationships, and interfirm networks. This paper briefly introduces the eight main papers in this volume and describes the unique and valuable contribution each makes to the business marketing and purchasing literature. Hopefully your reading of this volume will provide the same take-away conclusion as my own: the papers come together to provide rich and provocative propositions and findings about how participants in B2B relationships interact and make sense of worlds.
Woodside, A. (2010), "Chapter 1 Introduction: Theory and practice of organizational culture, B2B relationships, and interfirm networks", Woodside, A. (Ed.) Organizational Culture, Business-to-Business Relationships, and Interfirm Networks (Advances in Business Marketing and Purchasing, Vol. 16), Emerald Group Publishing Limited, Bingley, pp. 1-9. https://doi.org/10.1108/S1069-0964(2010)0000016004Download as .RIS
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