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This paper tests generalizations across four countries of an industrial marketing model applied to foreign exchange services which banks sell to large corporations. The process by which customers elicit bids from the marketplace, evaluate suppliers, and award business is used in a two-step framework typical for industrial markets: (1) factors important to winning and/or retaining any business (supplier selection) in a context of multiple suppliers; and (2) factors important to growing business volume of a particular supplier (supplier usage).
International Trade, Marketing, Service Industry
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