Marketing perspectives of inter-firm networks: The Russian practice
This article discusses marketing perspectives of inter-firm networks in Russia, based on the research of 56 Russian companies that represent various industries in the North-Western region. Characteristics of formation and trends for evolution of inter-firm networks in Russia are discussed. How management values the firmâ€™s marketing relationships within the network are considered from the focal firmâ€™s point of view. Key success factors for efficient managing of marketing relationships and inter-firm networks are determined and assessed, based on the research. Several practical recommendations are presented in the summary.
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