Relationship Marketing, Guanxi and Competition in Croatia (CROSBI ID 512990)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Crnjak-Karanović, Biljana ; Pecotich, Anthony ; Renko, Nataša
engleski
Relationship Marketing, Guanxi and Competition in Croatia
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.
relationship marketing; guanxi; market system
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Podaci o prilogu
1-12.
2004.
objavljeno
Podaci o matičnoj publikaciji
Byles, Charles M.
Cancun: Association for Global Business, International Academy of Linguistics, Behavioral and Social Sciences
Podaci o skupu
16th Anual Conference-Association for Global Business
poster
18.11.2004-21.11.2004
Cancún, Meksiko