In business markets, because of increasing competition, technological changes and the need to use scarce resources more efficiently, it is vital that the emphasis of corporate activities moved away from fragile relationships between partners and goes to long-term relations with the customers, suppliers, R&D organizations, consultants and other partners. For over two decades one of the main themes in contemporary marketing was Relationship marketing, especially in industrial context. The main idea of this approach is that the key to success in business is to build and manage relationships. Nevertheless, in recent years it was found that stronger relationships are not always better for the company performance. In order to reach company’s profitability, performance growth and shareholder value, focus should be moved from only building relationships to a broader perspective of managing firm’s entire portfolio of relationships with partners. A firm should rather arrange its relationship portfolio management activi