Introduction: Research Purpose, Methodology and Contribution

This introductory chapter starts by defining our research context (B2B relationships and CRM) and our research purpose (Section 1.1). Then, we briefly introduce our theoretical frame and more specific research questions (Section 1.2). We also provide details of the methodology behind our study (Section 1.3) and position it by specifying our contribution (Section 1.4). We conclude the chapter by presenting the outline of the rest of the book (Section 1.5).