With much of the literature on business-to-business (B2B) from Eastern countries largely focused on the Chinese Guanxi and its role in developing and maintaining B2B, the expansion of B2B literature to other parts of the world has been limited. One important area of massive economic growth and influence is the Gulf region. Studies on B2B within the Gulf region are scarce. Thus this paper builds up on recent exploratory studies on Et-Moone relationships. The paper examines the antecedents (interpersonal liking, trust and commitment) and consequence (cooperation) of Et-Moone relationships. Survey data were collected from over 180 senior managers in Saudi Arabia. The findings confirm the importance of Et-Moone in B2B relationships and its impact on cooperation. Implications for managers are discussed, and a guide for future research is provided.

• Ibrahim Abosag(SOAS, University of London)