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Transition Process in SEE Countries and Challenges on B2B Markets - Is Relationship Quality the Answer?

The purpose of this study is to identify changes on the macromarketing level in SEE countries and explore companies' reactions on the B2B market. Methodology/Approach: The desk research method as well as the survey method was used on a sample of 181 companies. Partial least square structural equation modelling (PLS-SEM) was applied to test conceptual model.Findings: An essential element of company reaction in transition process is found in emphasizing relationship quality. Hence, relationship quality is enhanced through investing in the innovation development function, from supplier perspective, and through improving customer responsiveness, from customer perspective.Research Implications: Companies aiming to build relationship quality on B2B market should focus their efforts in two directions. First, enhancements in scout and social support function should be included in building relationships with supplier. Second, investing in generating knowledge from various sources and value co-creation are determining relationship quality with customers. Originality/Value/Contribution: Research results indicate that reactions on B2B markets in SEE countries should be guided with enhancements in relationship quality.

transition; SEE countries; relationship quality; PLS - SEM approach

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