Resume
This work is cataloged in the Scientific Portal. Officially published in Field Guide to Case Study Research in Business-to-Business Marketing and Purchasing (2014). Referenced as: "Sarmento, Maria; Simões, Cláudia; Farhangmehr, Minoo".
The complete abstract and full text can be accessed directly at the official DOI: https://doi.org/10.1108/s1069-0964_2014_0000021005