Browsing Journal Articles by Author "Yadav, Rahul"
Now showing items 1-1 of 1
-
Seeds of demand-side legitimacy: when do existing companies procure from B2B startups?
Batra, Safal; Gupta, Vishal K.; Sharma, Sunil; Yadav, Rahul (Emerald, 2022-01-27)The purpose of this study is to investigate potential lenders of legitimacy for business-to-business (B2B) startups as reflected in the willingness of potential customers to do business with startup firms. This study ...