The Undue Divorce Between Deals and Relationships

Jean-Claude Usunier ()
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Jean-Claude Usunier: University of Lausanne

Chapter Chapter 17 in About Commerce, 2025, pp 285-303 from Springer

Abstract: Abstract This conclusive chapter focuses, in particular, on how knowledge has developed over half a century in marketing, business negotiation, and experimental economics, nevertheless without making the necessary connection that would lead to cross-fertilization and a deeper comprehension of commerce as the complex and contextual interface between deals and relationships. Knowledge development in the field of commerce (or the absence of it) is the starting point.

Keywords: Knowledge development; Marketing; Business negotiation; Experimental economics; Interdisciplinarity; Cross-fertilization (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-86673-9_17

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DOI: 10.1007/978-3-031-86673-9_17

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