Relationships in the Russian B-2-B Market: A Macro-level Industry Review

Marwa Elgebali
(British University in Egypt (BUE))

Abstract: The purpose of this paper is to explore B2B systems within an emerging market and to integrate the existing literature. The importance of studying the Russian market stems from several characteristics such as experiencing transition from a command to a market economy that is seen in its business networks, being the biggest emerging stock market and high potential for business. The “command period”, where the government control all aspects of life, has caused the lack of academic research, which makes this study an important addition to the body of knowledge on the Russian market specially the business-to-business market. It becomes an important reference for business practice and a guide for future research.

Key words: relationship marketing; value; wholesale market; Russia; distribution networks

JEL code: M310