RELATIONSHIPS, INTERACTIONS AND COMMUNICATION IN THE GLOBAL BUSINESS-TO-BUSINESS MARKET: A CONCEPTUAL FRAMEWORK
DOI:
https://doi.org/10.5937/ekonsig2601053DKeywords:
global B2B environment, inter-organizational relationships, interactions, communication, conceptual approachAbstract
The contemporary business-to-business (B2B) environment is gaining increasing prominence within global economic flows, necessitated by its inherently inter-organizational nature, global orientation, extensive dimensionality, and its predominant role within the real and sustainable economic sectors. Despite its significance, the field remains characterized by deficient, dispersed, and incoherent research. This underscores the imperative for a more consistent and comprehensive examination and conceptualization of relationships, interactions, and communication within the global B2B marketplace. The objective of this paper is to identify, synthesize, and formulate the pivotal aspects and elements of modern inter-organizational relations through an appropriate conceptual framework. Such a framework significantly contributes to the establishment of an appropriate platform for the development of effective marketing and diverse competitive strategies and processes in this field. The synergistic inte-gration of relationships, interactions, and communication represents an efficient approach to identifying customer needs, aligning organizational activities with customer satisfaction, and maintaining continuous dialogue and cooperation with both customers and other relevant stakeholders within the broader market environment. For the purposes of this study, particular emphasis is placed on examining the relevance and sustainability of fundamental conceptual models of interorganizational relationships and their communication and interaction dimensions, as well as their effective integration with contemporary research trends in the global B2B environment.
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