McGowan, Phillip; Simms, Chris; Pickernell, David; … - In: Journal of Business & Industrial Marketing 36 (2020) 7, pp. 1147-1162
Purpose: The purpose of this paper is to consider the impact of effectuation when used by small suppliers within key account management (KAM) relationships. Design/methodology/approach: An exploratory longitudinal case study approach was used to examine a single small supplier operating in the...