A new perspective on business relationships

The book serves university education purposes and is a useful handbook for corporate professionals facing the daily challenges of business relationship management. The work builds on the synergy between practical business operations and academic research in international marketing. In the foreword, Tibor Mandják writes about the collaboration between the authors: 'Collaboration does not only mean a multifaceted professional approach, but also the atmosphere of the time spent together, the intensity of joint thinking, and above all, the joy it brings.'

The book's concept and structure are clear: it aims to present business relationships not as isolated phenomena, but as embedded in networks and dynamic. The research background and conceptual framework are linked to the theoretical guidelines of the internationally recognised IMP (Industrial Marketing and Purchasing) group. The authors do more than simply follow these guidelines; they also critically apply and further develop them.

Chapter 1 introduces the theoretical foundations of business relationship management and reviews the historical development of relationship marketing. One of the authors' key arguments is presented here:  that business between organisations is a specific form of social exchange. [...] Business relationships are established because they enable the realisation of something that neither party would be able to achieve alone. This approach forms the basis for the rest of the book, which examines the content, structure, quality, and dynamics of business relationships.

Chapter 2 focuses on the atmosphere of business relationships, which the authors describe to be an interconnected system of power relations, dependencies, emotional closeness and distance, and cooperation and conflict. This atmosphere is not static; the dynamics of power and dependence in business life often manifest in hidden ways yet play an important role in shaping the relationship between the parties. A particularly valuable part of the chapter is the series of practical examples and mini case studies, which illustrate how mistrust, power imbalances and differing expectations manifest in real business situations.

Chapters 3 and 4 explore the processes and phases of business relationships. The complex underlying mechanisms of formation, development and termination of relationships are presented to the reader as a process model. A business relationship is not simply a series of transactions; it is a set of interactions based on common goals and activities. The detailed discussion of the exploratory, growth, stable, and termination phases of relationships helps with practical management tasks such as risk management, strategic cooperation, and trust building.

Chapter 5 focuses on the quality of business relationships. Here, the authors systematise the factors influencing relationship success: trust, commitment, reputation, adaptability, and joint value creation. Notably, the quality of a relationship is fundamentally determined by the balanced interaction between trust and power. This chapter refers to relationship quality not as an abstract category, but as a practical management dimension which can be measured, developed and managed.

Chapters 6 and 7 then move on to the network approach. The authors present the SZET model (Stakeholders – Elements – Tasks), which is used to structure relationship analyses. This model is particularly useful in industries characterised by complex business ecosystems. This chapter provides examples from the automotive industry, and helps readers gain an understanding of how companies are intertwined within networks and the types of interdependencies that develop.

Chapter 8, the conclusion, provides a management summary that reinterprets the material presented. The authors make recommendations for operational, tactical, and strategic levels of relationship management, as well as for change management and sustainability considerations.

The book's outstanding value lies in its theoretical foundation. The references include well-known authors such as Alderson, Håkansson, Sheth and LaPlaca, as well as more recent international research. At the same time, the authors have based their work on enduring theories: 'We have primarily relied on scientific findings that are based on strong empirical foundations and are widely cited internationally,' they write in the introduction.

The educational structure of the book is also exceptional. Practical examples help learning, while summaries and management recommendations at the end of each chapter help to structure the material. The glossary and collection of company examples are particularly useful teaching tools.

Marketing in Business Networks is a scientific monograph, a textbook and a practical handbook all in one. The book’s role in filling a gap is undeniable, and it has the potential to become the standard text for teaching and applying inter-organisational marketing in Hungary. Its publication could open a new chapter in the way business relationships are thought about, reflecting the current paradigm shift in marketing science, where the focus is shifting from transactions to relationships and from isolated decisions to networked interactions. The book helps to understand, interpret and manage the complexity of business relationships, which is where its true value lies.

You can read an interview with the authors here, and watch the video below where they talk about the book's origins and content:

Photos: Bence Farkas