Reputation Transfer to Enter New B-to-B Markets

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The book explores the critical role of vendor reputation in marketing, emphasizing its impact on competitive advantage. It critiques the narrow focus of contemporary research, which often overlooks cultural differences, particularly outside Western contexts. Dr. Christine Falkenreck presents an integrated model grounded in Commitment-Trust theory to analyze reputation management and transfer across diverse cultures. Her findings offer valuable insights for both academia and practitioners, enhancing the understanding of reputation measurement and its implications in marketing strategies.