volume 20, issue 1, P37-56 2018
DOI: 10.7819/rbgn.v20i1.3688
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Abstract: AbstractPurpose -This paper aimed to analyze the contribution of interorganizational relationships, specifically between suppliers and clients, to organizational cultural changes.Design/methodology/approach -A qualitative multiple case study in two marketing channels was performed, through in-depth interviews, observation and data analysis based on grounded theory.Findings -The contribution of trust, commitment, cooperation and learning processes has been identified in the organizational cultural changes and …

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