Relationship atmosphere in international business

Abstract

Interaction processes between customers and suppliers in industrial markets are conditioned not only by the characteristics of the parties, the exchange and the interaction environment but also by the emotional setting, the atmosphere, in which the interaction takes place. This atmosphere has emerged as a result both of structural conditions, e.g. distance or technology, and previous interaction, both direct business exchange and social exchange. The function of the atmosphere is to form subsequent interaction, by which it is influenced in its turn. This function may be more less central to the interaction, and the impact of the atmosphere may be perceived as more or less strong, which to some extent is due to structural conditions.