Zabkar, Vesna; Makovec Brencic, Maja - In: International Marketing Review 21 (2004) 2, pp. 202-215
values, trust, and commitment as vital components of business‐to‐business relationships. Analyses trust, relationship … from a survey of over 400 large‐ and medium‐sized companies show that Serbian firms evaluate trust and relationship … commitment as more important than Croatian companies. Differences in evaluations of values, trust, and commitment for business …