ADAPTATION, CO-OPERATION AND KNOWLEDGE TRANSFERS IN RELATIONSHIPS BETWEEN MARKETING RESEARCH PROVIDERS AND THEIR CLIENTS: THE CASE OF SLOVENIA

This paper examines adaptation, co-operation and knowledge transfers in marketing relationships. The context of this study is professional services in a business-to-business market, more specifically the marketing research industry in Slovenia. The results show that particularly minor adaptations ar...

Full description

Saved in:
Bibliographic Details
Published in:Economic and business review for Central and South-Eastern Europe 2007-10, Vol.9 (3), p.191-212
Main Author: Cater, Barbara
Format: Article
Language:English
Subjects:
Adaptation
Business management
Business services
Business to business commerce
Client relationships
Competitive advantage
Cooperation
Customers
Knowledge
Knowledge management
Knowledge transfer
Market research firms
Marketing
Marketing research
Studies
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:This paper examines adaptation, co-operation and knowledge transfers in marketing relationships. The context of this study is professional services in a business-to-business market, more specifically the marketing research industry in Slovenia. The results show that particularly minor adaptations are present in marketing relationships between clients and service providers. Operational co-operation and knowledge transfers are more present than higher forms of co-operation and knowledge transfers. Results are also presented about how the characteristics of relationships (such as the duration of the relationship, the perceived position of the client at the service supplier and the position of the service supplier at the client) and the client's characteristics (firm size and industry) influence adaptation, co-operation and knowledge transfers in the examined context. [PUBLICATION ABSTRACT]
ISSN:1580-0466
2335-4216