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| Author: | Brencic, M.M. Zabkar, V. |
| Title: | The seller's perspective of the principal components of buyer-seller relationships: The comparison between Serbian and Croatian companies |
| Journal: | Journal of Euromarketing
2003 : VOL. 13:1, p. 51-71 |
| Index terms: | Buying Selling Companies Serbia Croatia Eastern Europe |
| Language: | eng |
| Abstract: | This paper addresses the principal components of buyer-seller relationships (hereafter as: b/s. rels.) in Serbian and Croatian (here as: S/R.) markets. The principal components (here as: comps.) of trust, cooperation, long-term orientation and the interpersonal comps. of rels. are evaluated from the seller's perspective. The paper is based on the results of the research conducted in 2001 in more than 400 S/R. firms. This research aimed to discover and explore the differences btw. the principal comps. of b/s. rels. as to aid the understanding of the different b/s. behaviour of participants from these emerging markets. The research found some interesting results and allows insights into forming and maintaining successful business rels. in the selected region for the benefit of all international firms entering these markets. |
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