The Role of Partnership and Flexibility in Strengthening Customer Relationships in the B2B Market

In the time of recession, it is necessary to maintain and further strengthen relations between suppliers, their immediate customers and customers of these customers all the way up to the end customers. The means to do this is partnership and flexibility in serving customers including organizing special events for customers. The article defines each aspect of the partnership and flexibility in serving target markets and their role in enhancing the coherence and development of relations between manufacturers and customers in the B2B market and summarizes the results of a quantitative research among managers of chemical business units with products, which focused on mapping benefits and actual level of the individual aspects of the partnership and flexibility for developing and strengthening relationships with customers in the customer network.