Relationship Marketing, Guanxi and Competition in Croatia

In this study we redefined the concept of relationship marketing, equated it to the Chinese cultural framework of guanxi and attempted to test its association to competitive structure in Croatia. A sample of 105 senior executives completed questionnaires designed to measure the key variables. The data was analyzed using partial least squares and the central hypothesis of a negative association with competitive structure was not supported. The relationship was significant and in the opposite direction to that postulated.