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This paper is focusing on interfirm adaptation in the context of triadic Business-To-Business (B2B) service relationships. The purpose of the paper is two folded: First, to explore which forms interfirm adaptation takes in the context of triadic relationship setting in B2B service context, and second, to study how interfirm adaptation extends beyond the dyad to the triadic level. The empirical context of the paper is business travel industry, which is an industry characterised by triadic relationships and constantly changing business environment. The corporate buyer, service supplier, and business travel agency form the core business triad.
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