Based on data from 85 large business-to-business Slovenian companies, this study analyses the direct impacts of adaptation, trust and relationship value on positional advantage. In addition, the study investigates the moderating role of relationship value on the links between adaptation, trust and positional advantage. In the preliminary phase, we have tested the research model with the interpretive structural modelling framework, while in the empirical detail study, we have used a non-parametric approach to structural equation modelling -partial least squares modelling. We have found that both relationship value and trust directly affect positional advantage, while adaptation does not. However, relationship value positively moderates the link between adaptation and positional advantage. Our research contributes to the existing literature and managerial practice by demonstrating the possible impacts of the relationship orientation of B2B companies on positional advantage.

Praktikum je namenjen študentom prvega letnika dodiplomskega študija na Ekonomsko-poslovni fakulteti za delo pri vajah predmeta Osnove marketinga in se uporablja kot dopolnilo k drugi izdaji monografije Marketing – Temeljni koncepti in njihova uporaba v digitalnem okolju. Praktikum zajema 10 poglavij in zajema naslednja osnovna področja marketinga: opredelitev marketinga, marketinško okolje, temeljni marketinški koncepti, spoznavanje odjemalcev, raziskave za potrebe marketinga, načrtovanje strategij marketinga, izdelek, cena, marketinške poti in marketinško komuniciranje. Vsako poglavje sledi enaki strukturi: študijski primer, vprašanja iz primera, vprašanja za utrjevanje in vaje za utrjevanje, ki so namenjene poglobljenemu razmisleku o obravnavni temi.

In the present paper we are dealing with the problem what is the level of development of companies' relationship with its supplier in the Slovenian purchasing market. The level of relationship with supplier is one of the most significant elements in the context of study of the developed concept of relationship marketing. During the research process we are investigating the level of development of the relationship on the sample of Slovenian companies using "Olsen-Ellram" modelling multifactor approach with two important dimensions: relative attractiveness of the supplier and intensity of the relationship. On the basis of weighted estimation we have found out that the level of development of such a relationship in the Slovenian companies is relatively low. Keywords: relationship marketing, level of relati-onship, relative attractiveness, intensity of relationship.

The article deals with different factors determining relationships of large Slovenian organisations (with over 500 employees) with their strategic suppliers and their influence on the frequency of implementations of purchasing marketing strategies. The factors dealt with are: the quality of the relationship between the organisation and its strategic supplier (suppliers activities, attractiveness of supply for the organisation and the competitive position of the organisation on the supply market), bargaining power of the organisation with respect to the supplier (the organisation's risk orientation, its orientation towards cooperation and the size of its bargaining power) and the quantity of the relationship (the size of transactional assets). The research showed that large organisations in Slovenia are unlikely to develop such purchasing marketing strategies characteristic of the so-called relationship marketing with their strategic suppliers, with which they have long-term business relationship. The influence of measured factors on the frequency of the implementation of individual purchasing marketing strategies exists, with a stronger impact of factors with short-term effects on the organisation; hence the surveyed organisations are still more oriented towards reaching short-term efficiency instead of long-term success.