Browsing Management & Marketing by Author "Lal, Banita"
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Et-moone and marketing relationship governance: The effect of digital transformation and ICT during the COVID-19 pandemic
Ali Abdallah, Alalwan; Baabdullah, Abdullah M.; Dwivedi, Yogesh K.; Rana, Nripendra P.; Lal, Banita; Raman, Ramakrishnan... more authors ... less authors ( Elsevier , 2021 , Article)This study aims to examine the drivers and impact of et-moone on relational governance within B2B relationships in the Arab Asian region. Building on commitment and trust theory, this study proposes how et-moone could be ...