The implementation of marketing strategies of industrial buyers toward their strategic suppliers in conditions of relational exchanges – Case of Slovenia

In the following paper we have examined the relationship between some elements of relational exchanges of industrial buyers and marketing strategies towards their strategic suppliers in larger Slovenian companies. Therefore, the empirical model of four groups of qualitative relational exchange’ factors have been determined. We proposed that a buyer's perception of qualitative elements of relational exchanges influences employment of particular marketing strategies towards its strategic supplier. Results of empirical study show some correlation between the groups of variables investigated. The surveyed companies are oriented much more toward achieving short-term efficiency instead of long-term effectiveness. This research makes a contribution to the strategy literature and to the practitioners, and has important implications for purchasing managers by offering guidelines for mixing the various aspects of partnering according to their objectives and strategies in order to improve the level of their relational approach to their strategic suppliers.