Hillebrand, Bas; Biemans, Wim G. - In: Journal of Business & Industrial Marketing 26 (2011) 2, pp. 72-80
Purpose – In B2B markets, the demand for a supplier's products is derived from demand further down the supply chain. This complexity poses several challenges for B2B firms, especially when they are located near the beginning of a supply chain. This study aims to investigate to what extent...