Abstract
How can the small, unknown supplier break through the central buying unit of a major retail chain organization? Despite what would appear to be an insurmountable barrier, this exploratory investigation offers hope. Small suppliers, using the right marketing strategy, can win over the biggest chains as customers.
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Banting, P.M., Blenkhorn, D.L., Kosenko, R. (2015). An Exploratory Investigation of New Product Adoption Decision Criteria Reported by Non-Food Retail Chain Buyers. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_14
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DOI: https://doi.org/10.1007/978-3-319-16943-9_14
Publisher Name: Springer, Cham
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