Performance analysis of B2B and B2C companies: A case study of selected Balkan countries

Abstract

The purpose of this paper is to analyze and compare two different business models called business to business and business to consumer in Western Balkan countries and Bulgaria. The first, model - business to business (B2B) is defined as the transfer of goods and services between businesses or firms without interference of consumer. The second model, business to consumer (B2C) is customer oriented in which the goods and services are sold immediately to customers in the market. This study focuses on the performance of these two business models in regional countries which are: Albania, Bulgaria, Montenegro, North Macedonia and Serbia. Our analysis intends to provide information regarding the countries’ development on different sectors within B2B and B2C models that are affected by specific indicators such as net salaries, total employment level, investment and exports, and research & innovation. Using statistical methods such as t-test, z-test, F-test or ANOVA and regression, the data were analyzed and the results were compared among the listed developing countries. Finally, this dissection represents the relationship between two independent variables, Net Salaries and Employment where specific dependent variables significantly contribute in North Macedonia and Serbia.