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Unformatted text preview: OF BUSINESS STRATEGY, Volume 11, Number 2, 2011 97 Hunt, Shelby D. 1997. Competing through relationships: grounding relationship marketing
in resource-advantage theory. Journal of Marketing Management. 13(5): 431-45.
Hunt, Shelby D. and Arnett, Dennis B. 2003. Resource-advantage theory and embeddedness: explaining
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