SHS Web of Conf.
Volume 90, 2021International Conference on Entrepreneurial Competencies in a Changing World (ECCW 2020)
|Number of page(s)||6|
|Section||Stabilization and Development of SMEs in Rural Areas|
|Published online||07 January 2021|
The Complexity of Relationships within Business and the Importance of Common Ground
1 EKA University of Applied Science, Rīga, LV-1019, Latvia
2 Turiba University, Riga, LV-1058, Latvia
* Corresponding author: firstname.lastname@example.org
In today’s rapidly evolving digital and social media dominated world, traditional marketing approaches are becoming obsolete. Companies are trying to alter the workplace into a vibrant one that enhances the talent of the people and to manage complex relationships inside and outside the organization. The following paper illustrates the complexity of relationships that companies have to handle. It is argued that the embeddedness of relationships plays a crucial role, notably in the business-to-business (B2B) relationship and that finding common ground is pivotal. The nature of the research methodology adopted for this study is primarily quantitative. All analyses are based on secondary data obtained through books, articles, and publications. The findings of the research indicate that the B2B relationship is a complex and multi-layered subject. Furthermore, for conflict resolution, taking into consideration the cultural differences in the decision-making process is fundamental. The presented study is exploratory in nature and therefore cannot be generalized for the general public. The findings are important for managers and entrepreneurs who need to be aware of the complexity of the business-to-business context. Although the nature of the study is exploratory, the study is original because it highlights some vital aspects upon which managers can reflect and dwell on.
Key words: B2B marketing / relationships / complexity / decision-making process / organizational structure / SMEs
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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