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  • Introduction Internal relationships of the firm have been identified as relationships of marketing interest (Morgan and Hunt, 1994; Gummesson, 1999a; Christopher et al., 1991; Kandampully and Duddy, 1999; Zineldin, 1999; Brookes et al., 1998; Kotler, 1992; Doyle, 1995; Bendapudi and Berry, 1997). ()
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