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Paper info: “NEW” AVENUES FOR RESEARCH IN REFERENCE MARKETING

Title


“NEW” AVENUES FOR RESEARCH IN REFERENCE MARKETING

Authors


Andre Morgado
AESE Business School
Portugal
Andre Morgado

Place of Publication


The paper was published at the 33rd IMP-conference in Kuala Lumpur, Malaysia in 2017.

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Abstract


The scientific community produced research on the topic of customer references. Nevertheless, the facts and circumstances associated with general customer reference practices that allow for the establishment of a successful customer-vendor relationship have yet to be fully determined and new research is needed on customer referencing. The purpose of this paper is to uncover new avenues for research within this subject. To achieve this aim, the author conducted a non-systematic theoretical research, which suggests that although the major stream of thought on customer referencing arrives from the Industrial Marketing and Purchasing community, the industrial networks framework has not yet been applied in the study of the referencing phenomenon. As a result, the author concludes that further research demands expanding the empirical unit of analysis to embrace the entire triadic network and to include all of the established dyadic relationships.
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