Sharma, Arun; Jha, Subhash - In: Journal of Business & Industrial Marketing 31 (2016) 4, pp. 507-518
Purpose Western business-to-business firms are under increasing competition from firms in emerging nations. As examples, Mindray in medical devices, LiuGong in earth moving equipment, Tata motors in Buses and Suzlon in Wind turbines are emerging as strong competitors in their industries. Yet...