skip to main content
Show Results with:

Values, trust, and commitment in business-to-business relationships

International Marketing Review, 01 April 2004, Vol.21(2), pp.202-215 [Peer Reviewed Journal]

No full-text

  • Title:
    Values, trust, and commitment in business-to-business relationships
  • Author: Zabkar, Vesna ; Makovec Brencic, Maja
  • Found In: International Marketing Review, 01 April 2004, Vol.21(2), pp.202-215 [Peer Reviewed Journal]
  • Subjects: National Cultures ; Business-to-Business Marketing ; Values ; Trust ; Serbia ; Croatia ; Business
  • Language: English
  • Description: Presents the results of an international marketing research, in which they integrate culture with manifestation of values, trust, and commitment as vital components of business-to-business relationships. Analyses trust, relationship commitment, and values in the context of business relationships in two former Yugoslav markets, Serbia and Croatia. The results from a survey of over 400 large- and medium-sized companies show that Serbian firms evaluate trust and relationship commitment as more important than Croatian companies. Differences in evaluations of values, trust, and commitment for business-to-business relationships are explained as outcomes of culture and market situations. These findings provide companies with action menus of potential advantages to pursue for maintaining and developing business relationships.
  • Identifier: ISSN: 0265-1335 ; E-ISSN: 1758-6763 ; DOI: 10.1108/02651330410531402

Searching Remote Databases, Please Wait