..., resources and financial security, among other liabilities. Croatia, as an EM country, follows traditional bureaucratic models and neoliberalist ideology, promoting competition as a means of survival in the market (Koporcic et al., 2015). Although changing slowly, as some researchers argue...

... of business relationship evolution have been ignored”. Interactive Network Branding Business relationship development Culture Emerging markets Croatia Russia Figure 2 The analytical framework of INB in EMs The study is empirical and explorative. To reach the research aims, we...