ABSTRACT
The uncertainty and complexity of the environment drive companies to seek competitive advantage in collaboration with partners rather than going about it alone. This chapter defines and describes relational strategic orientation in the context of fundamental management theories and novel trends. Sets of inter-organizational relationships are created and developed by companies aiming to achieve an additional rent. This relational context of management prompts organizational changes, including changes in strategic orientation. This chapter presents the results of field research carried out in 53 companies that illustrate how managers perceive strategic orientation in Poland. The results indicate that the relational strategic orientation is expressed through the number and variety of key market partners and their expectations, while the management of inter-organizational relationships and the tools used for this purpose determine its implementation.
