2009 | Relationship Marketing in Micro and Small Enterprises and Local Authorities - International Comparison | 13--22
Changes in Environment and their Influence on Relationships among Market Subjects
The business environment creates risks for organisations that are unable to make rapid changes. One response to turbulence and risk is to establish relationship with other organizations and subjects in the target market. Companies may coordinate an independent network of suppliers, producers, distributor, customers, local government bodies, universities, banks, development centres, and other subjects. Cooperation with all these subjects creates opportunity to enhance product value. These relationships may be horizontal across industry members and other market subjects or vertical between suppliers and producers. Vertical relationships are important in linking supply and demand. Horizontal relationships create supporting environment for effective market operations. In the last decade several horizontal relationships were established between competing firms. All organizational relationships are also important in gaining access to markets. (fragment of text)
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