INVESTIGATING THE BUYER-SELLER RELATIONSHIPS IN THE ECONOMIC RECESSION: A QUALITATIVE APPROACH

Abstract

The research paper described the in-depth interviews used in investigating the buyer-seller relationships in the e-commerce world during the economic recession in Greece. The data collected from these interviews were analyzed. The qualitative research findings identified how B2B e-commerce has started to change the future of the participating organizations in Greece. On the one hand, a number of benefits have occurred from the development of e-business and on the other hand, B2B firms need to adopt an innovation culture and redefine their relationships with their partners from the e-marketing point of view in order to survive in the rapidly changing environment. The results of this research are used to assist the author in the future to examine a larger sample of B2B firms in order to validate the intention of companies to move from the traditional environment and to establish e-relationships in an e-business context.