0000000000718149
AUTHOR
M. Eugenia Ruiz-molina
The Role of Retail Equity, Value and Relational Benefits in Building B2B Relationships in Retailing
The present paper aims to examine if variables widely studied in B2C contribute to building strong relationships in B2B markets. Moreover, it analyzes the existence of differences across retailers ...
WWF Spain: Illustrating Factors at Play, Impacts, and Tensions in Cause-Related Marketing for Global Sustainability
The new Agenda 2030 for global sustainability has put at the center the role of partnerships between different stakeholders, thus generating new interest (and concerns) regarding partnerships between environmental organizations and firms. In this context, the debate on the role of cause-related marketing (CRM) becomes particularly relevant.