Pregled bibliografske jedinice broj: 225380
Relationship Marketing, Guanxi and Competition in Croatia
Relationship Marketing, Guanxi and Competition in Croatia // Proceedings Volume 16 / Byles, Charles M. (ur.).
Cancun: Association for Global Business, International Academy of Linguistics, Behavioral and Social Sciences, 2004. str. 1-12 (poster, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
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Naslov
Relationship Marketing, Guanxi and Competition in Croatia
Autori
Crnjak-Karanović, Biljana ; Pecotich, Anthony ; Renko, Nataša
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Proceedings Volume 16
/ Byles, Charles M. - Cancun : Association for Global Business, International Academy of Linguistics, Behavioral and Social Sciences, 2004, 1-12
Skup
16th Anual Conference-Association for Global Business
Mjesto i datum
Cancún, Meksiko, 18.11.2004. - 21.11.2004
Vrsta sudjelovanja
Poster
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
relationship marketing; guanxi; market system
Sažetak
In this study we redefined the concept of relationship marketing, equated it to the Chinese cultural framework of guanxi and attempted to test its association to competitive structure in Croatia. A sample of 105 senior executives completed questionnaires designed to measure the key variables. The data was analyzed using partial least squares and the central hypothesis of a negative association with competitive structure was not supported. The relationship was significant and in the opposite direction to that postulated.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
