Research fields are often considered individually in business science depending on their function within the company. As a consequence, sub-disciplines, such as marketing and human resource management, have continuously evolved separately and spawned a valuable specialization. Meanwhile relationship marketing provides an advancement of knowledge, which could be useful for human resource management and vice versa. The present paper deals with the question whether and how the reintegration of relationship marketing and human resource management is beneficial. Using the example of research on stereotypes, the two sub-disciplines are merged and their potential for cross-fertilisation is shown.
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- Stereotype in Relationship Marketing und Human Resource Management. Impulse für eine interdisziplinäre Betrachtung
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