Buyer-Seller Relationships in Transition: The Changing Business Environment in Russia

Two Russian case studies have been investigated by adopting a relationship marketing perspective and adding a new concept, that of relationship knowledge. Relationship knowledge is assumed to be the main condition for relationship success in terms of and is visible through the more efficient execution of activities and implementation of new resources. The conclusion is that in Russia, the inadequate levels of trust, commitment and business activity lead to low external knowledge of the counterpart, which hampers development.