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RELATIONSHIP MARKETING AND ITS IMPACT ON THE COMPETITIVE STRUCTURE: THE CASE OF CROATIA
Biljana Crnjak-Karanović
Anthony Pecotich
Nataša Renko
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 the 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.
Ključne riječi
Hrčak ID:
19129
URI
Datum izdavanja:
20.12.2005.
Posjeta: 3.459 *