Issue 1, 2011

Kouchtch S. P., Rebyazina V. A. Portfolio of Companies’ Relationships with Partners in b2b Markets.

In this article the system of companies’ relationships with partners is investigated through the lenses of the portfolio theory approach and the results of this analysis are introduced; also the definition of relationship portfolio is given and the main models of building relationship portfolios with buyers and suppliers are explored. The system of criteria for building relationships portfolio was developed after the analysis of these models and then was sample tested with the data from the empirical research of the 223 Russian companies operating in b2b markets. Keywords: Relationship Marketing, Interaction with Partners, Portfolio of Relationships with Partners, Criteria for Building Relationships Portfolio.

<< Contents: Issue 1, 2011
<< Go to archive