“Business relationships are the engines of economy.”

– What exactly are sustainable business relationships?

Business relationships are exchanges between companies, established through working connections between individuals. They are built on trust, communication, and mutual benefit, and guided by contracts, helping businesses grow and succeed over time. Sustainable business relationships consider the economic, environmental, and social impacts created over their lifespan and into the future, emphasizing ethical and responsible practices.

– Why study business relationships and their sustainability?

The short answer is, because business relationships are the ‘engines’ or ‘lungs’ of economy. They enable exchanges between companies that account for about 70-80% of global trade value. These exchanges include raw materials, components, services, and technology exchanged between companies before reaching end consumers. Notably, business relationships serve as pathways for organizational, environmental, and societal change. They bring together buyer and seller organizations, along with their employees, for potentially long periods of time, fostering mutual learning and the development of shared norms. The dynamics within and around business relationships can have significant consequences across supply chains and distribution channels, either driving or hindering sustainable development.

– How are business relationships different from customer relationships in consumer markets?

It is easy to relate to customer relationships in consumer markets because we all have experience with them. We buy clothes, food, specialty goods, technology, and services from various consumer brands. The market offers endless options, and our decisions are guided by our preferences for certain brands that we value and prioritize over others. We may have long-term and meaningful relationships with our favorite bakery, hairdresser, or car dealer, but we always have alternative options if a relationship goes awry.

In contrast, business markets offer fewer options. In extreme cases, a company may rely on only a handful of key suppliers and customers. As a result, these relationships are crucial—if they fail, the company could go out of business. Due to these high stakes, the individuals responsible for managing business relationships and exchanges are highly educated and well-trained. They must be skilled in negotiation, strategic decision-making, and the ability to build, maintain, and, when necessary, terminate business relationships for the long-term benefit of the company.

– How did you end up as a Lecturer in Marketing?

This was not my planned career path. I originally fell in love with research during my master’s thesis project, which took much longer to complete than I had anticipated. After graduation, I wanted to work in advertising. I spent six months as a project manager, responsible for initiating new customer relationships at a small marketing agency. However, I soon realized that Finland’s economic downturn at the time was causing difficulties for these agencies, leading many to lay off employees.

Then, I received a call from my master’s thesis supervisor, asking if I was interested in returning to the university as a doctoral student under his supervision. The timing was perfect, so I took the opportunity—and I’ve never looked back!

– What will the course cover?

I want to create a unique learning experience that enhances students’ collaboration, communication, and critical thinking skills. This course introduces the fundamental principles, challenges, and practices involved in building and maintaining sustainable business relationships. Through a combination of theoretical frameworks, real-world case studies, and interactive discussions, students will examine what sustainable business relationships are, why they are essential for long-term business success, and how they can be effectively implemented across industries and cultural contexts.