Üzleti kapcsolatok – vállalati szemléletmód és gyakorlat = Business relationships - approach and practice in Hungary

A tanulmányunk fókuszában a vállalatközi kapcsolatok állnak. Az üzleti kapcsolatok, s ezek eredményes és hatékony menedzselése fontos értékteremtő tényező lehet. Az üzleti vállalkozások sikerét saját teljesítményük mellett üzleti partnereik (beszállítóik, alvállalkozóik, közvetítőik, megrendelőik, vevőik) teljesítménye, s a velük való kapcsolat eredményessége és hatékonysága egyaránt befolyásolja. Kutatásunkban a Versenyképesség-kutatás 2009. évi felmérésének eredményei alapján vizsgáltuk a vállalatközi kapcsolatok jellemzőit, lehetőség szerint összevetve a tapasztalatokat a korábbi hasonló felmérések (leginkább a 2004. évi, esetenként az 1996. és 1999. évi) következtetéseivel, eredményeivel. A tanulmányban a hosszú távú vállalati kapcsolatok általános jellemzését követően a kapcsolatok értékelésében megnyilvánuló vállalati szemléletmódot elemezzük, kiemelve, hogy a vállalatvezetők véleménye szerint a stabilitás, a kiszámíthatóság szempontjai általában elsődlegesek a kapcsolatokban rejlő együttműködési, fejlesztési lehetőségekhez képest. Különböző jellemzők (pl. vállalatméret, tulajdonos, teljesítmény) alapján kialakított csoportok véleményét összevetve rámutatunk, hogy az üzleti kapcsolatok megítélésében, a partnerek felé megjelenő elvárásokban a vállalatvezetők szemléletmódjában milyen eltérések észlelhetők. A tanulmány utolsó fejezetében a vevő-szállító kapcsolatokat támogató teljesítménymérési és -menedzsment eszköztárat értékeltük: a kedvező tendenciák, javuló támogatás ellenére sem állítható, hogy megfelelő, hatékony támogatást nyújtanak a vállalati információs és kontrolling rendszerek e kapcsolatok menedzseléséhez. A kutatás eredményeinek elemzése alapján látható, hogy az üzleti kapcsolatokra irányuló növekvő figyelem még kiaknázatlan lehetőségekkel párosul: a szemléletmód és a gyakorlat további fejlődése szükséges, hogy az üzleti kapcsolatok értékteremtő tényezőként a versenyképesség megalapozását, fejlesztését szolgálhassák a vállalatok szélesebb köre számára. ___________ The paper analyses the business relationships characteristics of Hungarian companies, based on data of the Competitiveness research program. Our goal was to characterize the business relationships and the causes of long term contracts and to analyse the view of different executives concerning the value of customer and supplier relationships. The last chapter of the paper evaluate the supporting role of performance measurement and management practice in the development of business relationships.

A közelség szerepének újraértelmezése az innovatív üzleti kapcsolatokban (Rethinking the role of the proximity in the innovative business relationships)

Az innovatív vállalati kapcsolatokkal foglalkozó vizsgálatok sokasága az innovációs folyamatok „kettősségéről” ad számot. Egyrészt felértékelődött a térbeli közelség szerepe, emiatt az innovatív vállalkozások, intézmények térben koncentrálódnak, főleg a nagyvárosokban. Másrészt szerteágazó hálózatok jöttek létre a különböző országokban működő innovatív vállalatok, intézetek között, amelyek többsége a nagy távolságok ellenére is sikeres. Mindezen megfigyelések arra utalnak, hogy pontosítani kell a közelség és távolság üzleti szerepéről vallott ismereteket a változó globalizációs feltételekhez igazítva. A szerzők tanulmányukban áttekintik a térbeli közelség szerepének főbb jellemzőit az innovatív tevékenységeken alapuló vállalati együttműködések kialakulásában és fenntartásában. A hagyományos felfogások rövid ismertetése után a „hálózati közelség”, másképpen „kapcsolati közelség” (relational proximity) egyes típusait elemzik. Részletesen kitérnek a regionális klaszterek és a lokális innovatív miliő főbb jellemzőire, amelyek a térbeli és a kapcsolati közelségekből eredő előnyöket egyaránt hasznosítják. Ezek a mérvadó nemzetközi tapasztalatok itthon is alkalmazhatók az egyetemi és vállalati együttműködések, illetve a helyi gazdaságfejlesztési és vállalkozásfejlesztési programok kidolgozásakor. ________ Multiple studies of innovative business relations give an account about „the double character” of innovative processes. On the one hand, the role of proximity has been appreciated, for this reason, the innovative companies, institutes are concentrated in space, especially in big cities. On the other hand extensive networks have been established among innovative companies, institutes operating in the different countries, most of which are successful in spite of the long distance. All these observations suggest there is a need to clarify business skills on the role of proximity and distance, tailored to the changing conditions of globalization. In their study the authors review the role of the main features of spatial proximity in formation and maintenace of corporate cooperation based on innovative activities. After a brief description of traditional concepts certain types of „network proximity” otherwise relational proximity are analyzed. They cover main features of regional clusters and the local innovative environment which utilize advantages coming both from spatial and relational proximities. This leading international experience are applicable at home as well when elaborating academic and corporate cooperation resp. local development programs for the economy and corporations.

Business relationships and relationships with stakeholders – Perception of Hungarian executives.

Relationships are crucial concepts in numerous management theoretical frameworks. Both stakeholder theory and IMP’s business network approach put business and non-business relations in the forefront. However, the two theories – stakeholder and business network – are seldom discussed together, and stakeholder theory rarely appears in the IMP literature. In this paper although we want to focus on supply chain relations we strive to conduct our analysis within a more general framework of stakeholder theory. In our research we observed and analyzed the mutual expectations related to various stakeholder groups – business partners (suppliers and buyers) among them.

Trusting relationships and personal acquaintance : implications for business friendships

Friendship is very often a component of business relationships. Organisations frequently have relationships with their suppliers, customers and collaborators that could be described as 'friendly'. However, there is little comparative evidence concerning the extent to which business friendships resemble true social friendships. This article illustrates some differences that may exist between social and business friendships, with particular reference to the extent that interpersonal relationships are trusting, and are based on the nature of personal acquaintance. This means that managers need to understand the differences between business and personal friendships and adjust the type of interactions they, and those who report to them. have with customers, suppliers, collaborators, and the like. [ABSTRACT FROM AUTHOR]

What’s in a handshake? Exploring business-to-business relational exchange

Despite its importance in the development of competitive advantage, attempts to unify diverse classifications of business-to-business relational exchange have been largely unsuccessful. We used 18 semi-structured, in-depth interviews with managers from a wide range of industries to explain the business-to-business relational exchange construct. Analysis of the data revealed that business-to-business relational exchange comprises five key dimensions. These are communication, compatibility, commitment, trust and power symmetry. The research highlights the importance of personal interaction in business relationships and provided additional insights into the importance of affective commitment. In addition we reveal a number of negative consequences of affective commitment, which have been previously unexplored. A new conceptual model of business-to-business relational exchange is presented, which synthesises these findings and directs future research.

Impact of embeddedness in ethnic networks on business growth : evidence from Chinese immigrant entrepreneurs in Australia

Immigrant entrepreneurship, or, self-employment by immigrants (Light & Bonacich, 1988), has been of growing interest to researchers (Hosler, 1996). This is due in part to major immigrant receiving countries, such as Australia, the United States, Canada, the United Kingdom and Western Europe, experiencing a high growth rate in their immigrant populations, leading to a more visible presence of immigrant business in major cities (Woon, 2008). By starting their own businesses, immigrant entrepreneurs may circumvent some of the barriers and disadvantages encountered in looking for a job (Sequeira & Rasheed, 2006). Successful immigrant entrepreneurs will integrate into the economy by creating jobs, providing products and services for members of their own ethnic community and society, as well as introducing new products and services that expand consumers’ choices (Rath & Kloosterman, 2000). Immigrant entrepreneurs tend to start business within their ethnic enclave, as it is an integral part of their social and cultural context and the location where ethnic resources reside (Logan et al., 2002). An ethnic enclave is an interdependent network of social and business relationships that are geographically concentrated with its co-ethnic people (Portes & Bach, 1985).

Key Factors Influencing Economic Relationships and Communication in Finnish Food Chains

The aim of this report is to discuss the role of the relationship type and communication in two Finnish food chains, namely the pig meat-to-sausage (pig meat chain) and the cereal-to-rye bread (rye chain) chains. Furthermore, the objective is to examine those factors influencing the choice of a relationship type and the sustainability of a business relationship. Altogether 1808 questionnaires were sent to producers, processors and retailers operating in these two chains of which 224 usable questionnaires were returned (the response rate being 12.4%). The great majority of the respondents (98.7%) were small businesses employing less than 50 people. Almost 70 per cent of the respondents were farmers. In both chains, formal contracts were stated to be the most important relationship type used with business partners. Although for many businesses written contracts are a common business practice, the essential role of the contracts was the security they provide regarding the demand/supply and quality issues. Relative to the choice of the relationship types, the main difference between the two chains emerged especially with the prevalence of spot markets and financial participation arrangements. The usage of spot markets was significantly more common in the rye chain when compared to the pig meat chain, while, on the other hand, financial participation arrangements were much more common among the businesses in the pig meat chain than in the rye chain. Furthermore, the analysis showed that most of the businesses in the pig meat chain claimed not to be free to choose the relationship type they use. Especially membership in a co-operative and practices of a business partner were mentioned as the reasons limiting this freedom of choice. The main business relations in both chains were described as having a long-term orientation and being based on formal written contracts. Typical for the main business relationships was also that they are not based on the existence of the key persons only; the relationship would remain even if the key people left the business. The quality of these relationships was satisfactory in both chains and across all the stakeholder groups, though the downstream processors and the retailers had a slightly more positive view on their main business partners than the farmers and the upstream processors. The businesses operating in the pig meat chain seemed also to be more dependent on their main business relations when compared to the businesses in the rye chain. Although the communication means were rather similar in both chains (the phone being the most important), there was some variation between the chains concerning the communication frequency necessary to maintain the relationship with the main business partner. In short, the businesses in the pig meat chain seemed to appreciate more frequent communication with their main business partners when compared to the businesses in the rye chain. Personal meetings with the main business partners were quite rare in both chains. All the respondent groups were, however, fairly satisfied with the communication frequency and information quality between them and the main business partner. The business cultures could be argued to be rather hegemonic among the businesses both in the pig meat and rye chains. Avoidance of uncertainty, appreciation of long-term orientation and independence were considered important factors in the business cultures. Furthermore, trust, commitment and satisfaction in business partners were thought to be essential elements of business operations in all the respondent groups. In order to investigate which factors have an effect on the choice of a relationship type, several hypotheses were tested by using binary and multinomial logit analyses. According to these analyses it could be argued that avoidance of uncertainty and risk has a certain effect on the relationship type chosen, i.e. the willingness to avoid uncertainty increases the probability to choose stable relationships, like repeated market transactions and formal written contracts, but not necessary those, which require high financial commitment (like financial participation arrangements). The probability of engaging in financial participation arrangements seemed to increase with long-term orientation. The hypotheses concerning the sustainability of the economic relations were tested by using structural equation model (SEM). In the model, five variables were found to have a positive and statistically significant impact on the sustainable economic relationship construct. Ordered relative to their importance, those factors are: (i) communication quality, (ii) personal bonds, (iii) equal power distribution, (iv) local embeddedness and (v) competition.

Relationship Drivers in Provider - Consumer Relationships. Empirical Studies of Customer Loyalty Programs (första upplagan slutsåld / first edition sold out, 'print on demand' 60 €)

The study addressed a phenomenon that has become common marketing practice, customer loyalty programs. Although a common type of consumer relationship, there is limited knowledge of its nature. The purpose of the study was to create structured understanding of the nature of customer relationships from both the provider’s and the consumer’s viewpoints by studying relationship drivers and proposing the concept of relational motivation as a provider of a common framework for the analysis of these views. The theoretical exploration focused on reasons for engaging in customer relationships for both the consumer and the provider. The themes of buying behaviour, industrial and network marketing and relationship marketing, as well as the concepts of a customer relationship, customer loyalty, relationship conditions, relational benefits, bonds and commitment were explored and combined in a new way. Concepts from the study of business-to-business relationships were brought over and their power in explaining the nature of consumer relationships examined. The study provided a comprehensive picture of loyalty programs, which is an important contribution to the academic as well as the managerial discussions. The consumer study provided deep insights into the nature of customer relationships. The study provides a new frame of reference to support the existing concepts of loyalty and commitment with the introduction of the relationship driver and relational motivation concepts. The result is a novel view of the nature of customer relationships that creates new understanding of the forces leading to loyal behaviour and commitment. The study concludes with managerial implications.

Adaptation in triadic business relationship settings: A study in corporate travel management

ANNE HOLMA ADAPTATION IN TRIADIC BUSINESS RELATIONSHIP SETTINGS – A STUDY IN CORPORATE TRAVEL MANAGEMENT Business-to-business relationships form complicated networks that function in an increasingly dynamic business environment. This study addresses the complexity of business relationships, both when it comes to the core phenomenon under investigation, adaptation, and the structural context of the research, a triadic relationship setting. In business research, adaptation is generally regarded as a dyadic phenomenon, even though it is well recognised that dyads do not exist isolated from the wider network. The triadic approach to business relationships is especially relevant in cases where an intermediary is involved, and where all three actors are directly connected with each other. However, only a few business studies apply the triadic approach. In this study, the three dyadic relationships in triadic relationship settings are investigated in the context of the other two dyads to which each is connected. The focus is on the triads as such, and on the connections between its actors. Theoretically, the study takes its stand in relationship marketing. The study integrates theories and concepts from two approaches, the industrial network approach by the Industrial marketing and purchasing group, and the Service marketing and management approach by the Nordic School. Sociological theories are used to understand the triadic relationship setting. The empirical context of the study is corporate travel management. The study is a retrospective case study, where the data is collected by in-depth interviews with key informants from an industrial enterprise and its travel agency and service supplier partners. The main theoretical contribution of the study concerns opening a new research area in relationship marketing by investigating adaptation in business relationships with a new perspective, and in a new context. This study provides a comprehensive framework to analyse adaptation in triadic business relationship settings. The analysis framework was created with the help of a systematic combining approach, which is based on abductive logic and continuous iteration between the theory and the case study results. The framework describes how adaptations initiate, and how they progress. The framework also takes into account how adaptations spread in triadic relationship settings, i.e. how adaptations attain all three actors of the triad. Furthermore, the framework helps to investigate the outcomes of the adaptations for individual firms, for dyadic relationships, and for the triads. The study also provides concepts and classification that can be used when evaluating adaptation and relationship development in both dyadic and triadic relationships.

Collective Network Capability in International Project Business Networks - A Case Study of the Business Network for the Ashanti Electrification Project in Ghana

Despite thirty years of research in interorganizational networks and project business within the industrial networks approach and relationship marketing, collective capability of networks of business and other interorganizational actors has not been explicitly conceptualized and studied within the above-named approaches. This is despite the fact that the two approaches maintain that networking is one of the core strategies for the long-term survival of market actors. Recently, many scholars within the above-named approaches have emphasized that the survival of market actors is based on the strength of their networks and that inter-firm competition is being replaced by inter-network competition. Furthermore, project business is characterized by the building of goal-oriented, temporary networks whose aims, structures, and procedures are clarified and that are governed by processes of interaction as well as recurrent contracts. This study develops frameworks for studying and analysing collective network capability, i.e. collective capability created for the network of firms. The concept is first justified and positioned within the industrial networks, project business, and relationship marketing schools. An eclectic source of conceptual input is based on four major approaches to interorganizational business relationships. The study uses qualitative research and analysis, and the case report analyses the empirical phenomenon using a large number of qualitative techniques: tables, diagrams, network models, matrices etc. The study shows the high level of uniqueness and complexity of international project business. While perceived psychic distance between the parties may be small due to previous project experiences and the benefit of existing relationships, a varied number of critical events develop due to the economic and local context of the recipient country as well as the coordination demands of the large number of involved actors. The study shows that the successful creation of collective network capability led to the success of the network for the studied project. The processes and structures for creating collective network capability are encapsulated in a model of governance factors for interorganizational networks. The theoretical and management implications are summarized in seven propositions. The core implication is that project business success in unique and complex environments is achieved by accessing the capabilities of a network of actors, and project management in such environments should be built on both contractual and cooperative procedures with local recipient country parties.

Business relationship development and management in China

The Australian Government's White Paper on Australia in the Asian Century, released in October 2012, is based on the premise that the transformation of the Asian region into the world's economic powerhouse is not only unstoppable, it is gathering pace. Asia's extraordinary ascent has already changed the Australian economy, society and strategic environment. Within a few years, Asia will be the world's largest producer of goods and services, as well as the largest consumer market and the home of the majority of the world's middle class. The White Paper notes that thriving in the Asian century requires the Australian nation to have a clear plan to seize the economic opportunities and manage the strategic challenges that will arise, by taking a farsighted approach focused on fairness. To do so, Australians must be Asia-literate and Asia-capable, with a thorough understanding of Asian cultures and languages. These capabilities are needed to build stronger connections and partnerships across the region. Australia's commercial success in the region requires that highly innovative, competitive Australian firms and institutions develop collaborative relationships with others m the region. Australian firms need new business models and new mind-sets to operate and connect with Asian markets. Against this backdrop, this chapter discusses several important issues relating to Australian firms developing and managing their business relationships in China, in the context of urban planning, architecture, civil engineering and construction. The chapter examines the Chinese business environment, in terms of guanxi, business opportunities, risks and strategies, in a case study of the successful partnerships established to manage the 'Water Cube' for the Beijing Olympic Games in 2008.

What's in a handshake? Exploring business-to-business relational exchange

Despite its importance in the development of competitive advantage, attempts to unify diverse classifications of business-to-business relational exchange (B2B RE) have been largely unsuccessful. We used 18 semi-structured, in-depth interviews with managers from a range of industries to explore the B2B RE construct. Analysis of the data revealed that B2B RE comprises five key dimensions. These are communication, understanding, commitment, trust and power symmetry. The research identifies the importance of personal interaction in business relationships and provides additional insights into the importance of affective commitment. In addition we uncover a number of negative consequences of affective commitment, which have been previously unexplored. This research contributes to the domain of B2B research by synthesising and advancing knowledge in this area to provide a new conceptual framework of B2B RE and directions for future research.

Relational incentive policies in cross-border interfirm relationships

How an exporter can effectively craft a distributor agreement that encourages its network of foreign distributors to respond in pro-relational ways? This is an important issue as previous research has shown that relationship quality was linked to export performance. However, research failed to propose managerial tools that allowed exporters to foster relational phenomena in cross-border relationships. In this study, we suggest that exporters can influence importers' attitudes and behaviors with relational incentives policies. We also show that the impact of these policies is impervious to the noise, i.e., psychic distance and information asymmetry, that characterizes international business relationships. Our hypotheses are tested via structural equations modeling with data from a sample of French exporters.

Exploring trust in E-B2B relationships

The Internet’s unbounded opportunity for inter-firm exchanges is limited by concerns about trust, however, little is known about the development and formation of trust in the area of electronic business-to-business relationships. Drawing on existing research the aim of paper is to explore differences arising between trust in the traditional and in the electronic business to business relationship. In addition, an overall research framework is developed which links trust formation to three dimensions: the type of interaction, the stage of the relationship lifecycle and the type of transacting organizations. These dimensions are further examined in different relationship scenarios. Finally, implications for the agri-food industry are examined.

A hálózati pozíció és a versenyképesség kapcsolata (Business networks: network position and competitiveness in Hungary)

A cikk fókuszában az üzleti hálózatok állnak. Az IMP-csoport (Industrial Marketing and Purchasing Group) üzleti kapcsolatokkal, üzleti hálózatokkal foglalkozó több évtizedes kutatási eredményeire és fogalomrendszerére építve a szerzők áttekintik a téma alapvető megközelítéseit, majd a Versenyképesség-kutatás 2009. évi felmérésének adatait Felhasználva, megvizsgálják a vállalatvezetők által észlelt hálózati pozíció és a versenyképesség összefüggéseit. A vállalatvezetők értékelése szerint elemzik az iparági hálózatukban központi szerepet játszó, befolyással bíró (domináns hálózati pozícióval rendelkező) vállalatokat, különös tekintettel az üzleti teljesítmény és a versenyképesség jellemzőire. / === / The paper analyses the business network position of Hungarian companies, based on data of the Competitiveness research program. After an overview of the theoretical background of business relationships, business networks and network position – based on the IMP (Industrial Marketing and Purchasing Group) approach, the authors analyse the performance and competitiveness characteristics of firms with central position in their industrial network.