Fostering partner relationship management in B2B ecosystems of electronic media

Dušan Barac (Faculty of organizational sciences, University of Belgrade, Belgrade, Serbia)
Vanjica Ratkovic-Živanovic (Radio television of Serbia, Belgrade, Serbia)
Milica Labus (Department of E-business, Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia)
Suzana Milinovic (Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia)
Aleksandra Labus (Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Publication date: 2 October 2017



This paper aims to discuss relationship management in business-to-business (B2B) ecosystem of electronic media. The goal of this research is twofold. First, the goal is to understand and model the impact of customer relationship management technology adoption on B2B relationships. Second, the authors investigated how trends in e-business and partner relationship management (PRM) affect partner relationship quality in public broadcasting.


This study deals with the impact that relationship capability, relationship fulfillment, operational PRM, analytical PRM, social PRM and readiness to adopt new e-business models produce on relationship quality of a public broadcaster. The research was conducted on a testing sample of 78 participants. All the participants were representatives of the Serbian public broadcaster’s business partners.


Results revealed that relationship capability, analytical and social PRM have a significant impact on relationship quality. In addition to this, the survey suggested that activities such as organizing social events, developing new services, personalization and tailoring of services could improve PRM outcomes.

Practical implications

The results aim to help practitioners to enhance their relationships with stakeholders and maximize the total outcomes of those relationships. Specifically, managers and practitioners doing business in the field of electronic media could benefit from the presented results.


Significance of the paper is reflected in the fact that it analyzes innovative concepts and technologies. Conclusions and recommendations put forward in the paper could serve as a good basis and framework for other public broadcasters, particularly for those from the developing countries.



Dušan Barac, Vanjica Ratkovic-Živanovic, Milica Labus, Suzana Milinovic and Aleksandra Labus (2017) "Fostering partner relationship management in B2B ecosystems of electronic media", Journal of Business & Industrial Marketing, Vol. 32 No. 8, pp. 1203-1216

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