Understanding Business Interaction: Empirical Evidence From Russian Firms

The paper explores business relationships in Russia, using a sample of 152 firms operating in B2B markets. The focus is on the firms' perception of their relationships with partners vis-a-vis the constructs of relationship intensity and performance. A more detailed analysis is made with regard to firms' interaction with key up- and down-stream partners - customers and suppliers. The perceptions of marketing and purchasing managers regarding their business interactions are validated through the use of two key respondents in each firm (marketing and purchasing departments). The paper aims to analyze differences in interaction perception by marketing and purchasing departments of industrial firm regarding focal firm's potential stakeholders.