Abstract
![CDATA[Marketing scholars have extensively used the network theory to explain B2B exchanges. But despite its popularity as a theoretical mechanism, there has been little attempt to examine its contributions in explaining the exchanges in a digital B2B environment. This article provides such a review and provides directions for future research.]]
Original language | English |
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Title of host publication | Proceedings of the AMA Annual Summer Educators' Conference: Enhancing Knowledge Development in Marketing |
Publisher | American Marketing Association |
Number of pages | 9 |
ISBN (Print) | 0877573174 |
Publication status | Published - 2005 |
Event | American Marketing Association. Educators’ Conference - Duration: 1 Jan 2005 → … |
Conference
Conference | American Marketing Association. Educators’ Conference |
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Period | 1/01/05 → … |
Keywords
- electronic commerce
- information technology
- business networks
- marketing