Titlebook: Creating and Delivering Value in Marketing; Proceedings of the 2 Harlan E. Spotts Conference proceedings 2015 The Editor(s) (if applicable)

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,Accountability in the Buyer-Seller Relationship: Understanding the Influence of Culture on Buyer’S Exchange relationships are the essence of marketing; researchers have been studying the different influences on exchange relationships. Accountability influences the decision and decision process. This study proposes a model that describes the influence of the buyer’s accountability, national culture, and trust on cooperation.

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