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: anna.abeltina@gmail.com

Abstract

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.