Tesi: "B2B technology"

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Narravula, Tharunidhar 1961. "B2B strategy for network operations". Thesis, Massachusetts Institute of Technology, 2000. http://hdl.handle.net/1721.1/9221.

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Thesis (S.M.M.O.T.)--Massachusetts Institute of Technology, Sloan School of Management, Management of Technology Program, 2000.
Also available online at the DSpace at MIT website.
Includes bibliographical references (leaves 71-72).
The telecommunications industry is highly competitive. Many of the players in the Carrier, Commercial and Network Construction Service markets are looking to have financial, personnel, marketing, other resources and other competitive advantages such as B2B Internet services. Increased consolidation and· strategic alliances in the industry, resulting from the Telecommunications Act of 1996 is giving rise to significant new competition in the industry. In addition to this, the advent of the Internet has made the traditional circuit-switched telephony no longer efficient and economical, and to a certain extent obsolete. The less expensive and easily maintainable IP-switched networks are in greater demand. Information age has made Ecommerce the process of empowering the organizations for information exchange using digital technology. This study includes an analysis of the effect of the above factors on a network operator's business. It also consists of the case studies of two new-age network operators, Level 3 and Qwest.
by Tharunidhar Narravula.
S.M.M.O.T.

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2

Gomez, Andres Jorge. "Customer intimacy strategy in B2B technology businesses in Colombia". reponame:Repositório Institucional do FGV, 2015. http://hdl.handle.net/10438/16389.

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The main objective of this Thesis is to analyze Customer Intimacy Strategy in B2B technology businesses in Colombia and the variables that have a direct relationship with it like perception, trust and networking. And how a Customer Intimacy Strategy can affect a company to achieve positive or negative results in an operation, in terms of business opportunities, relations and profitable and sustainable sales if properly managed or mismanaged. With a population of almost 50 million people, GDP average growth of 4.22%(considering 2013 up to 2017), a strategic geographic location in Latin America close to the middle of the region with direct access to the Pacific and Atlantic oceans, on the verge to reach a peace agreement ending its long time social and security conflict with the local guerrillas, Colombia is a country with a stable economic present and promising future. But despite the appealing business landscape and opportunities both in number and size, it is a developing economy where firms who are willing to run a startup or who currently have B2B technology operations in this country will find out that uncertainty and mistrust are two of the most critical variables that need to be overcome in order to achieve success. Their relevance will vary from one region to another, but will still be considered of most importance throughout the country. This matter is highly important to B2B technology businesses in Colombia because few firms are aware of the importance of customer intimacy strategy, believing that it is just a matter of social relationships and not considering the diverse number of variables such us perception, trust and networking that compose it. Customer intimacy strategy at the end becomes the main and most relevant source of sales in a B2B technology environment in Colombia.

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3

Hasan, Noor 1963. "Application of XML in B2B financial services". Thesis, Massachusetts Institute of Technology, 2000. http://hdl.handle.net/1721.1/9277.

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Thesis (S.M.M.O.T.)--Massachusetts Institute of Technology, Sloan School of Management, Management of Technology Program, 2000.
Includes bibliographical references (leaves 100-104).
Financial services industry is undergoing tremendous transformation due to regulatory changes and technological developments. The thesis discusses these changes including the advent of internet and how it is impacting the financial services industry. The paper provides a detailed account of XML evolution and its comparison with SGML and HTML. Several organization bodies have been formed over the past few years to define and push XML based standards for various industries. Even though XML is still in its evolving stage, there is wide consensus that it will be the enabler for disparate systems to communicate with each other. The research provides an overview of various XML standards pertaining to financial services and firms behind these standards. The author derives the conclusion that several standards with in financial services will co-exist and the industry will converge to these standards. The thesis also provides an overview of some financial applications that are XML compliant along with examples of first mover financial services firms that have successfully applied XML to address systems issues. Based on the XML standards, changes in the industry and customer needs author predicts some future trends and milestones that will happen in the financial services industry. They include; General changes in industry Landscape, formation of Central Limit Order Book (CLOB), Emergence of HUBs and Exchanges, Global Straight Through Processing, Settlement time of T +O, Emergence of Aggregators and Enterprise Portals. The future trend section further discusses the role of XML in this changing environment and how it will help achieve some of the key break-throughs that were not possible before. In order to fully harness the potential of XML, firms need to understand the various elements of XML. The last section of the thesis provides an overview of internal factors; issues around understanding DTD's and other relevant factors firms need to consider for successful implementation. The factors are based on author's own understanding of XML, issues faced by financial services industry and interviews with financial services firms.
by Noor Hasan.
S.M.M.O.T.

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Mizuno, Takayuki 1968. "Analysis of Japan's B2B public e-marketplaces". Thesis, Massachusetts Institute of Technology, 2002. http://hdl.handle.net/1721.1/17534.

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Thesis (S.M.M.O.T.)--Massachusetts Institute of Technology, Sloan School of Management, Management of Technology Program, 2002.
Includes bibliographical references (leaves 89-92).
Japan's industries have great expectations for the future of B2B public e-marketplaces, but the e-marketplace revolution in Japan is still at an early stage of development, and most have not yet produced satisfactory results. In this thesis, my objectives are to investigate and report on the major issues and challenges that impact the future success of Japan's public e-marketplaces, as well as to identify critical success factors. I conducted interviews with representatives of eight e-marketplaces in different industries. In those interviews, I learned that the unique characteristics of Japan's business environment, such as intermediates, Keiretsu-based business, and delays in the penetration of IT into small and medium-size enterprises, have had a major influence on the development of Japan's public e-marketplaces. Moreover, since it is customary for companies that try to change their internal business processes to encounter resistance and political pressure from both inside and outside companies, the e-marketplaces must expend an extraordinary amount of company effort and time to achieve success. The following are the key critical success factors I identified during the interviews: * take an honest and sound approach; * respect traditional business practices; * offer value-added services that benefit customers; * offer off-line customer support as well as on-line services; * develop an effective alliance strategy. I believe these critical success factors are fairly universal, and could be equally useful in the public e-marketplaces of Japan's other industries.
by Takayuki Mizuno.
S.M.M.O.T.

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Eck, Johanna, e Johansson Sofie. "Social media acceptance in B2B marketing : A study exploring the reasons behind the difference in social media usage between B2B and B2C markets". Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79891.

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Social media is a fast growing platform when it comes to marketing. It is, however, used to a greater extent by business-to-consumer (B2C) companies than by business-to-business (B2B) companies. Because of this there has been considerably less research done concerning marketing on social media for B2B, compared to B2C. This study explores why social media marketing is less common in B2B than B2C. This was done by conducting eleven one-on-one interviews with people who work at different B2B companies, and who have influence over their respective company’s marketing process. To analyse and evaluate the findings of this study the Technology Acceptance Model (TAM) was used. By identifying the external variables that deter B2B companies from using social media the perceived usefulness and ease of use were analysed in order to explore what affects the difference in social media acceptance for marketing between B2B and B2C companies. The findings of this study show that the perceived ease of use is the dominant factor that deters B2B companies from using social media for marketing purposes. This is however not the reason for the difference between B2B and B2C. The difference can instead be explained by a more negative perception of the usefulness of marketing on social media. This negative perception is a result of the characteristics of social media, the industry the company is operating within, as well as the company’s products and customers.
Sociala medier är en snabbt växande plattform när det kommer till marknadsföring. Det används dock i större utsträckning av business-to-consumer (B2C) företag än av business-to-business (B2B) företag. På grund av detta har det gjorts betydligt mindre forskning gällande marknadsföring på sociala medier för B2B än vad som har gjorts för B2C. Denna studie utforskar varför marknadsföring på sociala medier är mindre vanligt i B2B än B2C. Detta har gjorts genom att genomföra 11 intervjuer, öga-mot-öga, med personer som arbetar på olika B2B-företag och som har inflytande över sitt respektive företags marknadsföringsprocess. För att analysera och utvärdera resultaten från denna studie användes Technology Acceptance Model (TAM), en modell som mäter acceptansen av olika tekniska plattformar. Genom att identifiera de externa variabler som hindrar B2B-företag från att använda sociala medier analyserades användbarheten och användarvänligheten, som den uppfattas av dem intervjuade, för att undersöka vad som påverkar skillnaden i sociala media acceptans i marknadsföringssyfte mellan B2C- och B2B-företag. Resultaten av denna studie visar att den upplevda användarvänligheten är den dominerande faktorn som hindrar B2B-företag från att använda sociala medier för marknadsföringssyften. Detta är dock inte orsaken till skillnaden mellan B2B och B2C. Skillnaden kan istället förklaras av en negativare uppfattning av användbarheten av marknadsföring på sociala medier. Denna negativa uppfattning är ett resultat av egenskaperna hos sociala medier, den bransch som företaget är verksam inom, samt företagets produkter och kunder.

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6

Johansson, Sofie, e Johanna Eck. "Social media acceptance in B2B marketing : A study exploring the reasons behind the difference in social media usage between B2B and B2C markets". Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79893.

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Social media is a fast growing platform when it comes to marketing. It is, however, used to a greater extent by business-to-consumer (B2C) companies than by business-to-business (B2B) companies. Because of this there has been considerably less research done concerning marketing on social media for B2B, compared to B2C. This study explores why social media marketing is less common in B2B than B2C. This was done by conducting eleven one-on-one interviews with people who work at different B2B companies, and who have influence over their respective company’s marketing process. To analyse and evaluate the findings of this study the Technology Acceptance Model (TAM) was used. By identifying the external variables that deter B2B companies from using social media the perceived usefulness and ease of use were analysed in order to explore what affects the difference in social media acceptance for marketing between B2B and B2C companies. The findings of this study show that the perceived ease of use is the dominant factor that deters B2B companies from using social media for marketing purposes. This is however not the reason for the difference between B2B and B2C. The difference can instead be explained by a more negative perception of the usefulness of marketing on social media. This negative perception is a result of the characteristics of social media, the industry the company is operating within, as well as the company’s products and customers.
Sociala medier är en snabbt växande plattform när det kommer till marknadsföring. Det används dock i större utsträckning av business-to-consumer (B2C) företag än av business-to-business (B2B) företag. På grund av detta har det gjorts betydligt mindre forskning gällande marknadsföring på sociala medier för B2B än vad som har gjorts för B2C. Denna studie utforskar varför marknadsföring på sociala medier är mindre vanligt i B2B än B2C. Detta har gjorts genom att genomföra 11 intervjuer, öga-mot-öga, med personer som arbetar på olika B2B-företag och som har inflytande över sitt respektive företags marknadsföringsprocess. För att analysera och utvärdera resultaten från denna studie användes Technology Acceptance Model (TAM), en modell som mäter acceptansen av olika tekniska plattformar. Genom att identifiera de externa variabler som hindrar B2B-företag från att använda sociala medier analyserades användbarheten och användarvänligheten, som den uppfattas av dem intervjuade, för att undersöka vad som påverkar skillnaden i sociala media acceptans i marknadsföringssyfte mellan B2C- och B2B-företag. Resultaten av denna studie visar att den upplevda användarvänligheten är den dominerande faktorn som hindrar B2B-företag från att använda sociala medier för marknadsföringssyften. Detta är dock inte orsaken till skillnaden mellan B2B och B2C. Skillnaden kan istället förklaras av en negativare uppfattning av användbarheten av marknadsföring på sociala medier. Denna negativa uppfattning är ett resultat av egenskaperna hos sociala medier, den bransch som företaget är verksam inom, samt företagets produkter och kunder.

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7

Madosh, Farzana, e Betty Ålander. "An Evaluation of the Marketing Process in B2B and B2C Startups". Thesis, KTH, Skolan för industriell teknik och management (ITM), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-261656.

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Marketing is a key function for all organizations and is seen as essential in order to achieve success when launching a new business. Following from the overwhelming amount of accessible data for companies, there exist an urge to understand what activities to include in the marketing process and how to manage them. Despite the vital role and the urge to further understand marketing, there is a lack of research about marketing in the small entrepreneurial business context that is encountered in startups. In addition, a call for further development of empirical research is identified in the business to business (B2B) and business to consumer (B2C) dichotomy. Therefore, the purpose of this study was to evaluate the marketing process used by B2B and B2C Software as a Service (SaaS) startups. This in order to contribute with understanding of the marketing process in the startup context and contribute with development of the research within the B2B and B2C dichotomy. This was done by conducting a multiple case study where the empire was collected from four SaaS startups either selling to consumers or businesses. The empirical findings of the study show that the customer type, being a consumer or a business, affects the marketing process. Both differences and similarities were identified between the marketing process applied in the B2B and the B2C startups. Due to different levels of knowledge within the companies and different complexity levels in the buying process differences were found in the evaluation, segmentation, targeting and positioning done by the B2B and the B2C startups. It was found that the B2B companies put in less effort into the market analysis and segmentation compared to the B2C companies. Historically the channels utilized were identified to be different between the segments. However, a trend towards similar targeting channels was identified since the B2B segment is moving towards using more inbound marketing, which already is the main approach applied by the B2C segment. The B2B segment was, compared with the B2C segment, also identified to put more emphasize on achieving a position within the market that radiates credibility. Furthermore, the marketing process was found to be approached differently in startups than what was suggested in literature due to the lacking attention given to the scare resources and the innovative environment of a startup. A suggestion was therefore provided of how the marketing process better could be adapted to the startup context by including a feedback loop, making the marketing process more iterative.
Marknadsföring är en nyckelfunktion för alla organisationer och ses som en avgörande framgångsfaktor vid uppstarten av ett nytt företag. Till följd av den överväldigande mängden data som många företag besitter finns det ett behov av att förstå vilka aktiviteter som ska ingå i marknadsföringsprocessen samt hur man på bästa sätt hanterar dessa aktiviteter. Trots marknadsföringens vitala roll och det identifierade behovet av ytterligare förståelse är det brist på forskning om marknadsföring inom det entreprenöriella småföretagskontext som påträffas i startups. Vidare identifierades ett behov för vidareutveckling av den empiriska forskningen inom business to business (B2B) och business to consumer (B2C) dikotomin. Syftet med denna studie var därför att utvärdera marknadsföringsprocessen som används av B2B och B2C startups som tillhandahåller mjukvara som en tjänst. Detta för att skapa ökad förståelse av marknadsföringsprocessen i startupkontexten, men även för att bidra i utvecklingen av forskningen inom B2B och B2C dikotomin. Detta gjordes genom en fallstudie där empirisk data samlades in från fyra startups som tillhandahåller en mjukvara som en tjänst och som antingen säljer till konsumenter eller till företag. De empiriska resultaten av studien påvisar att kundtypen, konsument eller företag, påverkar marknadsföringsprocessen. Både skillnader och likheter identifierades mellan marknadsförings-processen som används av startups som säljer till antingen konsumenter eller företag. På grund av olika kunskapsnivåer inom företagen och olika komplexitetsnivåer i inköpsprocessen identifierades skillnader i utvärderingen, segmenteringen, inriktningen och positioneringen som gjordes av B2B och B2C startups. Det påvisades att företagen som säljer till andra företag satsar mindre på marknadsanalys och segmentering jämfört med de företagen som säljer till konsumenter. Historiskt sett har olika marknadsföringskanaler använts av de två segmenten. En trend har emellertid identifierats mot användning av liknande kanaler, eftersom B2B segmentet rör sig mot att tillämpa inkommande marknadsföring, vilket redan är det huvudsakliga tillvägagångssättet som tillämpas inom B2C segmentet. B2B segmentet identifierades även, jämfört med B2C segmentet, lägga vikt vid att uppnå en position inom marknaden som utstrålar trovärdighet. Vidare visade sig marknadsföringsprocessen i startups skilja sig från vad som föreslogs i litteraturen, detta till följd av att litteraturen inte tar hänsyn till de bristande resurserna och den innovativa miljön som präglar en startup. Därför tillhandahålls ett förslag på hur marknadsföringsprocessen bättre kan anpassas till startupkontexten, detta genom att inkludera en återkopplingsslinga vilket resulterar i en mer iterativ marknadsföringsprocess.

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Zhao, Fan, Yu Deng e Xuan Qin. "Relationship and Network in Online B2B Business". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-54209.

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Nowadays a new businesses form, online business occurred, which helps companies to improve their working efficiency in managing risks and allocating resources. Relationship and network are essential for understanding online business, which can help firms to reduce costs by outsourcing, and to increase efficiency by sharing information with cooperators. That leads to the purpose of this study, is to investigate how do the relationship and network between firms influence the cooperation of product developing and server operating companies within online business. In order to study this topic, the concepts from IMP group of characteristics of relationship, relationship development stages and the model of managing in networks are applied. Furthermore qualitative research method was employed for interviewing five companies in two types: 1) product developing companies 2) server operating companies. The relationship and network are perceived by interviewed companies are dynamic, fast changing and high technology focused. To cope with this phenomenon, most of companies choose to put their efforts on developing products and advancing technology rather than communicating with partners. In conclusion, the cooperation between firms in online business is influenced by fast changing and short-term relationships, high competition and the risk of plagiarism, which leads to competition focus in their business.

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Morina, Albana, e Luna Zeweldi. "B2B Sales : Kriterier för leverantörsval". Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-13474.

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Business-to-Business (B2B) beskriver relationen mellan två företag där ett företag säljerprodukter eller tjänster till ett annat företag. I dagens konkurrenshårda marknad gäller det för ett företag att ständigt sträva efter att ligga ett steg före för att öka chansen att överleva. Dessutom kan dagens kunder söka och jämföra det de vill ha med bara ett klick på internet vilket leder till att företag förväntas att ständigt förbättra och utveckla sina produkter för att tillfredsställa sina kunder. Syftet med detta arbete är att ta reda på vad kunderna anser är viktigt vid val av leverantör och om miljöaspekten är avgörande för kunden vid val avleverantörer. En litteraturundersökning som kompletterades med en enkätundersökning genomfördes för att få svar på vilka av de fyra aspekter (kvalité, miljö, service, pris) är avgörande vid val av leverantör. Gruppen har använt sig av ett företag inom textil- och konfektionsbranschen som utgångspunkt för vilka företag enkäterna skulle skickas till. Undersökningen baseras främst på företag inom hotellbranschen i områdena Göteborg, Borås, Varberg och Falkenberg. Gruppen har använt sig av enkäter där deltagarna tillfrågades hur avgörande aspekterna kvalité, miljö, pris och service är vid val av leverantör av arbetskläder. Resultatet av litteraturstudien visar att kvalité och service är avgörande vid val av leverantör i ett B2B sammanhang och att pris inte är lika avgörande. Resultatet av enkätundersökning visar att samtliga hotell som deltog i undersökningen anser att det mest avgörande vid val avleverantör är kvalité och näst viktigast är miljö. Service och pris hamnade på en tredjerespektive fjärde plats i rangordning.
Business-to-Business (B2B) describes the relationship between two companies where one company sells products or services to another company. In today's highly competitive market, businesses are forced to continually improve and develop their products in order to satisfy their customers. In addition, today's customers can search and compare what they want just with just one click on the internet, which means that companies are expected to constantly improve and develop their products to survive in the highly competitive market. The purpose of this work is to find out what customers consider important in choosing a supplier and whether the environmental aspect is crucial for the customer in choosing suppliers. A literature study supplemented with a survey was conducted to find answer on which of the four aspects (quality, environment, service, price) is crucial in selecting a supplier. The group has used a company in the textile and clothing industry as the starting point for which companies the questionnaires were to be sent to. The survey is primarily based on companies in the hotel industry in the areas of Gothenburg, Borås, Varberg and Falkenberg. The group has used questionnaires where participants were asked how crucial aspects of quality, environment, price and service are when choosing a supplier of work clothes. The outcome of the literature study shows that quality and service are crucial in choosing a supplier in a B2Bcontext and that price is not as crucial. The results from the survey indicate that all hotels participated in the survey find that the most crucial in choosing a supplier is quality and the second most important is the environment. Service and award ended in a third and fourth place in ranking.

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Möhring, Monika Maria. "Innovation in a high technology B2B context : exploring networks, processes and management". Thesis, University of Strathclyde, 2013. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=18979.

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In the past few decades, scholars of the Industrial Marketing and Purchasing (IMP) Group have been scrutinising inter-organisational network phenomena. Acknowledging a subjectively held world view of persons, groups and organisations, particular focus has been laid on the perceived relevance and choice of relational enactment of particular ties in these networks for creating a particular value. The IMP tradition has been scrutinising such relational collaborations' pivotal constituents of actors, resources, and activities and empirically covered phenomena of space and time therein. This thesis is about conducting further basic descriptive research (Möller and Svahn, 2003) in longitudinal case studies (Ford and Mouzas, 2010). With emphasis on R&D intensive customer-centric innovation, this project will further explore the roles of actors, their rationales for networking, and their subjectively perceived value systems (Ford, 2011). This work draws on interpretivism and s ocial constructionism, applying pragmatist meta-cycles of scrutiny. The research process is placed within the German R&D department of a a multinational high-technology corporation's. It emphasises cross-case longitudinal observation of innovation relationships in specific B2B networks. The aim is to exemplarily examine these networks' sense-making, networking activities and value systems by interacting with the networks' project members. The proceedings involve the translation of research constituents into mathematical formulae and instrumental scorecards. The exchange of products, services, and goodwill and further qualities of collaboration are differentiated and put forth for subsequent refinement of observation. Valuein- exchange and value-in-use are found interrelated. A particular quality of the intrinsic network value as postulated by Ford (2011) is substantiated and expressed in this dissertation's framework of formulae. Interestingly, the findings point to the need to further examine the role and gradual obsolescence of the juridical contract. Moreover, the concept of the "actor" is found to be a potentially ambiguous term to be refined in future research.

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Opanasenko, Mariia. "Customer journey in B2B SaaS business models". Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-210625.

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In this paper customer journey for B2B SaaS business models was analyzed to study customer experience, customer success and its key performance indicators. The research method is the case study of Supplier Relationship Management SaaS solution provider. In recent years, the research in customer journey management identified the tendency of acknowledge customer journey as a differentiator and a competitive advantage. Customer journey is a complex process that entails structured customer experience/success measurement system. There is no standard approach or method that provides standardized set of metrics to be applied for every journey. For SaaS solutions term “customer success” is relevant to customer experience with the solution and an indicator of customer loyalty. The purpose of the research is investigation of B2B SaaS business model and definition of key performance indicators of customer success. The case study aims to open a framework for discussion what is customer success in B2B SaaS solutions, when does it appear, and how a company influences and ensures customer success.
I den här rapporten analyserades kundresan för B2B SaaS affärsmodeller för att studerakundupplevelsen, "customer success" och dess viktigaste resultatindikatorer. Forskningsmetoden ärfallstudien för Supplier Relationship Management SaaS lösning.Under de senaste åren har forskningen inom kundresa identifierat tendensen att erkänna kundresansom en differentiering och en konkurrensfördel. Kundresan är en komplex process som innebär ettstrukturerat kundupplevelse- och framgångsmätningssystem. Det finns ingen standardmetod ellermetod som ger standardiserade uppsättningar av mätvärden som ska tillämpas för varje resa. För SaaSlösningen är termen "customer success" relevant för kundupplevelsen med lösningen som en indikator på kundlojalitet.Syftet med forskningen är att utreda B2B SaaS affärsmodell och definition av viktiga resultatindikatorer för "customer success". Fallstudien syftar till att öppna en ram för diskussion vad är "customer success" i B2B SaaS-lösningar, när det verkar och hur ett företag påverkar och säkerställer "customer success".

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ASTBURY, MARC, e MARIUS LUX. "Foreign Market Entry Strategies: A Study ofBorn Global B2B SME’s". Thesis, KTH, Skolan för industriell teknik och management (ITM), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-223883.

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13

Farid, Muhammad S. M. Massachusetts Institute of Technology, e Bayu 1969 Hanantasena. "B2B E-commerce : value chain transformation, enablers and barriers, technology, privacy and security". Thesis, Massachusetts Institute of Technology, 2001. http://hdl.handle.net/1721.1/8887.

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Abstract (sommario):

Thesis (S.M.M.O.T.)--Massachusetts Institute of Technology, Sloan School of Management, Management of Technology Program, 2001.
Includes bibliographical references (leaves 134-141).
The Internet is changing the way we do business. Today's conventional wisdom says that in order to survive in the new economy era, companies must transform from and align their old business practices, processes and culture to suit the new business requirements. This thesis examines the dynamics of channel shift from traditional supply chain to on-line e-commerce, in particular the enablers and barriers, as well as the value transformation due to the channel shift. The scope of this thesis is limited to B2B E-commerce. This paper took global perspectives to analyze value transformation, enablers and barriers, technology, privacy and security due to channel shift from traditional channel to e-commerce.
by Muhammad Farid [and] Bayu Hanantasena.
S.M.M.O.T.

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STRÖMBERG, HANNA. "Data driven customer insights in the B2B sales process at high technology scaleups". Thesis, KTH, Skolan för industriell teknik och management (ITM), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-296246.

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When scaling a company it is important to implement customer insights to achieve growth of revenue. Understanding and defining a suitable B2B sales process has also been shown to play an important part in enhancing sales, and traditional processes include multiple steps performed by sales representatives. One step revolves around the presentation of the offered product or service. For sales representatives to present a product or service successfully they must acquire or have deep knowledge of the customer, such as their industry trends and general business. This can be achieved by acquiring customer insights that are data driven. Adopting data driven customer insights has also been proven to increase sales. Therefore, this research investigates the connection between the B2B sales process and the generation and implementation of data driven customer insights. In particular, this research explores the steps included in a B2B sales process at a high technology scaleup and hence how data driven customer insights can enhance the presentation step in the B2B sales process. The research is carried out through a case study at a case company labelled as a high technology scaleup. Interviews were conducted with sales representatives working in the commercial team at the case company. The result from this research finds that six steps are included in the B2B sales process at high technology scaleups. The steps are as follows: Lead generation, First meeting, Assessment, Contract proposal, Negotiation and Closed deal. The second step includes presenting the offered product or service, which this research identified as most challenging for the sales representatives to execute successfully due to the technical complexity of the product/service. Findings from this research shows that data driven customer insights can be used to simplify this step in the process. For example, data driven customer insights can help personalize presentation material and enable rapport building. In addition, data driven customer insights help align expectations between buyers and sellers during the first meeting, thus increasing the likelihood of reaching a closed deal.
När ett företag ska skalas upp är det viktigt att implementera kundinsikter för att uppnå ökad omsättning. Att förstå och definiera en passande B2B-försäljningsprocess har också visats spela en viktig roll för nå ökade intäkter, och traditionella säljprocesser innehåller flera steg som säljpersonal utför. Ett steg kretsar kring presentationen av den erbjudna produkten eller tjänsten. För att säljpersonal ska kunna presentera en produkt eller tjänst med framgång behöver de förvärva eller ha djup kunskap om kunden, såsom branschtrender och generell verksamhet. Detta kan uppnås genom att anskaffa kundinsikter som är datadrivna. Att använda datadriven kundinsikt har också visats öka försäljningssiffror. Med detta som bakgrund undersöker därför den här forskningen sambandet mellan B2B-försäljningsprocessen och generering och implementering av datadriven kundinsikt. I synnerhet undersöker denna forskning stegen som ingår i en B2B-försäljningsprocess i ett högteknologiskt scale up och därmed hur datadriven kundinsikt kan förbättra presentationssteget i B2B-försäljningsprocessen. Forskningen utförs genom en fallstudie på ett fallföretag som räknas som ett högteknologiskt scale up. Intervjuer genomfördes med försäljningsmedarbetare som jobbar i det kommersiella teamet på företaget. Resultatet från denna forskning visar att sex steg ingår i B2B-försäljningsprocessen vid högteknologiska scale ups. Dessa sex stegen är: Leadsgenerering, Första möte, Utvärdering, Kontraktsförslag, Förhandling och Avslutad affär. Det andra steget innebär att den erbjudna produkten eller tjänsten presenteras, och detta steg identifieras som mest utmanande för försäljningsmedarbetarna att utföra med framgång på grund av produktens/tjänstens tekniska komplexitet. Vidare visar resultat från denna forskning att datadriven kundinsikt kan användas för att förenkla detta steg i processen. Datadriven kundinsikt kan till exempel hjälpa till att personalisera presentationsmaterial och möjliggöra förtroendebyggande. Dessutom möjliggör datadrivna kundinsikter att köpare och säljare delar gemensamma förväntningar på det första mötet, vilket ökar sannolikheten att uppnå en sluten affär.

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Pradi, Adriele, e de Wild Marc Noël. "The Adoption of Sales Innovations in Swedish B2B Companies". Thesis, Umeå universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-123527.

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Sales is an essential department for organizations, it connects the products and services with the customers. The literature highlights that sales has faced a number of changes in the past years, especially with the introduction of new technologies that aim to contribute in the sales process, making it more precise and efficient. However, the previous studies have not yet explored how the companies are innovating in their sales process to adopt the new technologies that have been developed. In this research, we are studying how these elements are connected in real life, bringing a perspective of how Swedish B2B companies are adopting technology to innovate in their sales process. As the theme of this research is relatively new to the literature, we adopted an inductive approach, conducting qualitative research. To collect the data we used semi-structured interviews, which allowed our interviewees to speak freely about the research topics. Our aim was to capture new insights and avoid preconceptions based on sales studies executed in another context, such as the USA market. To analyze the data we used thematic analysis, which is based on generating codes and connecting them according to their relationship. The analysis also connected concepts of the Theoretical Framework with the empirical data. Thereby, we identified the connection between sales process innovation and technology adoption in the context of the participants. The results of our research showed that sales process innovation is, most of the time, not a priority for the companies. The participants were using technologies in different ways, according to the particularities of their sales process. The innovation in the sales process is very incremental in the adoption of CRM and Sales Automation Technologies. The companies have not had significant innovations in the way they sell to adopt new technologies. Thus, they are satisfied with the current structure of their sales process and the outcome of it. Our findings contribute to the literature by casting light over sales innovation and technology adoption in a context outside the USA. We also contribute academically by connecting the process innovation and technology adoption models and performing an empirical research on the subject. In the managerial contribution, we presented a variety of insights about the reasons that lead to technology adoption. With our constructionist approach, we also expect to have a contribution to the development of the sales departments in the participant by promoting the reflection and debate around sales process.

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Strömbäck, Simon. "Utvärdera kundnöjdheten inom B2B : En studie inom sågverksindustrin". Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-69451.

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I dagens konkurrensutsatta samhälle har företag börjat mäta och redovisa vad sina kunder anser om respektive företag. Det är även något som företag inom business-to-business (B2B) gör med hjälp av att investera i och konstruera verktyg för att kunna mäta kundnöjdhet samt applicera insamlad data på den berörda enheten. Det leder till syftet med studien: att identifiera möjliga attribut som påverkar kundnöjdheten i sågverksindustrin. Studien har använt ett Case-företag inom sågverksföretag och dess existerande B2B-kunder för att kunna skapa en bättre uppfattning över de viktiga delar som påverkar den totala kundnöjdheten. I den teoretiska referensramen ingår ett antal faktorer: varumärke, produktkvalitet, servicekvalitet, värdeskapande, tillförlitlighet och företagets sociala samhällsansvar; vilka samtliga påverkar den totala kundnöjdheten hos B2B-kunder. De ovan nämnda faktorerna har valts ut från redan existerande studier som redovisat goda resultat inom mätningar av kundnöjdhet inom B2B. Resultatet av insamlad data från både Case-företaget och B2B-kunderna visar att samtliga faktorer går att specifikt utforma för att kunna mäta kundupplevelse inom sågverksindustrin. Ett förslag redovisas också på påståenden sågverksföretagen kan använda när de ska fråga sina kunder vad de anser om företaget och deras produkter. De identifierade attributen skulle sedan kunna sammanställas till ett skandinaviskt kundnöjdindex, vilket påvisar den teoretiska relevansen i denna studie då en sammansättning av de valda faktorerna tidigare inte har utförts inom B2B i sågverksindustrin.

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MoÃŒ?bius, Michael. "B2B E commerce : a conceptualisation and an empirical investigation of the effects of Extranet technology". Thesis, Henley Business School, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.247546.

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18

Kaddura, Layla, e Karin Olsson. "Sociala Medier som kommunikationskanal för B2B-företag". Thesis, Jönköping University, JTH, Computer and Electrical Engineering, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12514.

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The purpose of this thesis is to show what advantages and opportunities social media offer for B2B-companies (business-to-business), and how they can be used for marketing communications.

We have studied how companies can use social media, for example evolving the organization, developing products/services, staying up-to-date, building relations, creating customer loyalty and engagement, building the company’s identity and image, and affecting the buying decisions. We have also studied how B2B-companies can choose media channels, set goals, and measure the results.

We have carried out interviews, through phone and visits, with four chosen companies that fit our criterias: Swedish B2B-company that is successful in social media.

The result of the interviews show that B2B-companies use social media for various purposes, for example networking (to create and build long term relations with other companies) and to improve the company’s image among the end customers. Most of our interviewees reach their end customers (consumers) in first place and customers (companies) in second place, since many B2B-companies do not yet use social media.

Half of our respondents mention that social media should not be used for advertising and campaigns (one way communication). Instead they should be used for building relations and conversations (two way communication).

The majority of our respondents believe that it is essential to participate in the social channels where their consumers are, and let the target group control the choice of the channels. By being next to the consumers, a relationship will be formed that will lead to an increased loyalty. Three of the interviewed companies have noticed a growth in demand and sales, and a better recognition of the company.

Most of our respondents are strongly convinced that their presence in social media has an effect on the customers’ buying decisions, though they cannot statistically prove it. They do however see that the preference that individuals form around the brand have a significant meaning.

All of the companies that we interviewed state that they use both quantitative and qualitative measurements to find out what effect their activities in social media have on sales, commercial benefits, and what subjects that will raise interest and engagement. From one extreme to another, one of the companies can directly see, with help of statistics, if the activities in social media are increasing the sales, while another company claims that it is impossible to jump to conclusions about that connection, since there are many things that affect the customers’ buying decisions.

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Jai-On, Nattakan. "Transmedialt berättande som marknadsföringsstrategi i ett B2B-konsultföretag - En fallstudie med design som kompletterande metod". Thesis, Malmö universitet, Fakulteten för teknik och samhälle (TS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20148.

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Följande fallstudie syftar till att undersöka om ett business-to-business (B2B) -konsultföretag kan tillämpa konceptet transmedialt berättande i sina marknadsföringsstrategier. Detta gjordes i form av en design över en potentiell transmedialt berättande-kampanj för B2B-konsultföretaget XDIN. Inför denna studie samlades data med hjälp av kvalitativa telefonintervjuer från två företag, XDIN och ALTEN, som arbetar inom denna specifika bransch. Som en del av designprocessen har ytterligare två intervjuer via mejl genomförts med XDINs respondent, för att få feedback till utvecklingen av designen. Den slutliga designen som författaren kom fram till bestod främst av digitala kanaler, eftersom dessa medieplattformar möjliggör för företaget att nå ut till fler kunder i jämförelse med alternativa kanaler. En vidare forskning hade kunnat vara att genomföra en transmedialt berättande-kampanj i ett B2B-konsultföretag, i syfte att undersöka om konceptet hade kunnat vara en användbar marknadsföringsstrategi eller inte.
The following case study aims to explore whether a B2B consulting company can apply the concept transmedia storytelling in its marketing strategies. This was done by creating a design over a potential transmedia storytelling campaign for the B2B consulting company XDIN. Prior to this study, data were collected from qualitative telephone interviews from two companies, XDIN and ALTEN, who work in this specific area. As a part of the design process, two further interviews through email have been carried out with XDIN, to gain feedback to the development of the design. The final design consisted mostly of digital channels, as these media platforms allow for greater reach to costumers than alternative channels. Further research could be to implement a transmedia storytelling campaign in a B2B consulting company, in order to explore whether the concept could have been a useful marketing strategy or not.

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Noreña, Adriana Maria 1967. "Best practices in B2B e-commerce : the case of Dell and IBM in the computer hardware industry". Thesis, Massachusetts Institute of Technology, 2000. http://hdl.handle.net/1721.1/9234.

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Thesis (S.M.M.O.T.)--Massachusetts Institute of Technology, Sloan School of Management, Management of Technology Program, 2000.
Also available online at the MIT Theses Online homepage .
Includes bibliographical references (leaves 109-112).
Research was done on several public sources to identify the 828 practices of two players in the computer hardware industry. As key players in a technology intensive industry, such as computer hardware, yet coming from different starting points, IBM as an incumbent and Dell as an attacker should provide insights in key success factors in e-commerce and their application to a more general group of players in other industries. A framework for analyzing the specifics of the 828 strategy for these two companies was developed. This framework was an adaptation and evolution of the Value Chain and the Integrated Value Chain concepts. This framework provides a better understanding of the relationship between the 828 strategy and the overall strategy of the company. From the results achieved by these companies' 828 practices, several conclusions and recommendations were drawn for IBM and Dell. Specific recommendations on the key issues brought about by the Internet in areas such as channel restructuring, customer relationship management and trends towards providing full customer solutions are provided. This work also shows how specialization and partnerships will play an increasingly important role for computer hardware vendors, as clients look for integrated solutions and one stop buying for products and services. An assessment of the future challenges brought about by new marketplaces such as e-marketplaces, specifically 828 exchanges, shows how companies need to be prepared to embrace e-business rather than e-commerce in order to survive. Other new challenges are analyzed, particularly those related to the commoditization of the computer hardware industry, the birth of PC substitutes, such as wireless appliances, and the use of the Web as the software holder. Finally, a partnership or strategic alliance between these two companies is discussed as a plausible strategy to leverage on their distinct core strengths: Dell's capability to effectively manage outsourcing and the direct channel, and IBM's skills on building in-house capabilities for creating new service lines and developing world class software.
by Adriana Maria NoreÅˆa [sic].
S.M.M.O.T.

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21

Björk, Anne-Marie, e Erica Johansson. "Vilka faktorer bör beaktas för att uppnå en bra e-handelssajt för B2B-företag?" Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18616.

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På IDG:s hemsida (2007) kan man läsa om att användargurun Jakob Nielsen genomfört en omfattande undersökning med fokusgrupper som visar på att B2B-sajter är mycket svårare att använda än konsumentsajter.Detta ledde oss till vårt forskningsområde där vi har valt att studera en e-handelssajt för ett B2B-företag utifrån begreppen handlingsbarhet, användbarhet samt upplevelser. Detta då vi tror att det är viktigt att ta hänsyn till vissa faktorer för att uppnå en bra e-handelssajt. Syftet med denna uppsats är att skapa en förståelse för vilka faktorer som är viktiga för att på så sätt underlätta och ge stöd för de företag som vill skapa en bra e-handelssajt.Genom att vi gjort en litteraturstudie och en empirisk undersökning har vi strävat efter att undersöka vilka faktorer som bör beaktas för att uppnå en bra e-handelssajt för B2B-företag. Den empiriska undersökningen har utförts med hjälp av intervjuer och observationer.Vi utförde först en telefonintervju med 30 respondenter för att se ifall de ansåg att fallstudieföretagets e-handelssajt var handlingsbar. Därefter valde vi ut två av de 30 respondenterna till en mer ingående intervju där vi även ställde frågor kring e-handelssajtens användbarhet och om den gav någon positiv upplevelse. Vi valde även att ta med en tredje respondent för en mer ingående intervju samt observation. Den sista och tredje respondenten hade inte använt sig av e-handelssajten tidigare.De slutsatser vi kommit fram till, baserat på analysen av vår teori och den empiriska undersökningen, är att handlingsbarhet är viktigt och kanske en förutsättning för att en e-handelssajt för B2B-företag ska fungera. Det är även viktigt att ta hänsyn till användbarhet samt att skapa positiva upplevelser.
Uppsatsnivå: C

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Naranjo, O. Fabio A. (Fabio Alberto) 1963. "Best practices in B2B e-commerce : the case of AT&T and MCI Worldcom in the telecommunications industry". Thesis, Massachusetts Institute of Technology, 2000. http://hdl.handle.net/1721.1/9224.

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Thesis (S.M.M.O.T.)--Massachusetts Institute of Technology, Sloan School of Management, Management of Technology Program, 2000.
Also available online at the MIT Theses Online homepage .
Includes bibliographical references (leaves 85-86).
The evolution of the Internet has deep influence on the way businesses are managed. It not only has great impact on the way businesses approach their customers but also on the interface with their trading partners, employees, as well as their internal businesses processes. Today, developing an electronic business implies the total redesign of the enterprise; in other words it involves the total transformation of the way we do business. This thesis will address the following main question: How do different companies within the telecommunications industry gain competitive advantage from business to business e-commerce? The main focus of the study will be to compare and contrast business to business e-commerce practices for two companies within the following matrix: Maturity, Incumbent, Attacker: Company, AT&T, MCI Worldcom. In order to answer the main question I will be focusing on the following issues (for the above mentioned cases): ** What have been their approaches to b2b e-commerce? ** What has been the economic impact, due to the b2b e-commerce practice? ** What are the implications on the corporate strategy level? Have any of these companies redefined their culture and/or business model? ** What is the impact of such b2b e-commerce initiative on the value proposition? ** What appears to be the critical success factors in leveraging B2B e-commerce? ** What have been the constraints and or limitations?
by Fabio A. Naranjo O.
S.M.M.O.T.

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23

Martinelle, Filip. "Enhancing Brand Equity for B2B SME through Social Media : An exploratory descriptive research". Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64411.

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Through our smartphones, the access to information is higher than ever before. Social media has revolutionized the communication landscape in how we share information and communicate to each other. Social media has significantly impacted marketing communication, therefore organizations in B2B are exploring and trying to identify ways in how to make a profitable use of social media. Despite this interest, there seems to be insufficient understanding of how to properly manage social media in the B2B context. Furthermore, branding and brand equity through social media communication creates opportunities such as deeper customer relationship, collaboration and reduce the information necessary for a purchase decision. Currently there is a gap in the theoretical understanding of how brand equity can be enhanced through social media. The purpose of this research is to explore and describe how brand equity can be enhanced through social media marketing within B2B for SME. This research aims to understand how small and medium-sized enterprises can utilize social media in the best way possible. The research adopted a qualitative exploratory descriptive approach. The collection of data was conducted through six semi-structured interview. The sample selection for the qualitative interviews were conducted on project managers and purchase managers. The result of this research gave new insights to the customer-based brand equity model in the B2B context and how customer-based brand equity can be applied in social media marketing. This resulted in a brand equity model for B2B social media marketing, where the steps have a dependency to each other. Thus, enhancing brand equity in social media demands an identification of the social media benefits, establishing a marketing plan, how to reach your target audience, utilize experience of others, communicating about technical innovation and change through the supply chain.
Genom användandet av smartphones är tillgången till information högre än någonsin tidigare. Sociala medier har revolutionerat kommunikationslandskapet i hur vi delar information och kommunicerar med varandra. Sociala medier har påverkat marknadsföringskommunikationen vilket har resulterat till att företag utforskar olika sätt för hur sociala medier kan nyttjas på ett fördelaktigt sätt. Trots detta, föreligger en otillräcklig kunskap om hur sociala medier kan användas inom B2B. Vidare skapar branding och brand equity via sociala medier möjligheter för en djupare kundrelation, samarbete samt att en minskad informationsinsamling inför ett köpbeslut. För närvarande visar forskningen en kunskapslucka vad gäller hur brand equity kan utvecklas genom sociala medier. Syftet med studien var att utforska hur brand equity kan utvecklas genom marknadsföring av sociala medier inom B2B för SME. Studien syftar till att ge en ökad förståelse för hur små och medelstora företag kan utnyttja sociala medier på bästa möjliga sätt. Studien antog en kvalitativ utforskande beskrivande ansats. Data samlades in genom sex semi-strukturerande intervjuer. De kvalitativa intervjuerna har i huvudsak genomförts med projektledare och inköpschefer. Resultatet av denna forskning gav nya insikter till den kundbaserade brand equity modellen inom B2B och hur den kundbaserade brand equity modellen kan tillämpas i ett sociala medier perspektiv. Detta resulterade i en brand equity modell för B2B inom marknadsföring för sociala media, där stegen är beroende av varandra. Däremot, en utveckling av brand equity inom sociala medier kräver en identifikation av fördelarna med sociala medier, ett upprättande av en marknadsplan, en plan för att nå sin målgrupp, ett användande av andras erfarenheter samt en kommunikation om teknisk innovation och förändring inom försörjningskedjan.

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Gankhuyag, Azjargal, Bingqing Xiang e Victoria Bonnevie. "Augmented Reality : The current and potential use of augmented reality in B2B". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45310.

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In today’s world, we live in a technologically advanced environment where information access is huge and limitless. The advantage to this is that, people are able to create more information, share and communicate with each other instantly on the go regardless of where they are in the world. However on the downside, with endless information, it becomes confusing and difficult to filter which information is right for a person’s need. This goes hand-in-hand for business companies, as it requires strategic processes and tools to identify the information from the market, store and evaluate it into meaningful insights and lastly communicate it efficiently so that the value of it is not lost along the way. Therefore this study focuses on how augmented reality (AR) as an emerging digital technology is able to dissect and communicate information and bring value to those who are implementing it. What is more interesting in this study is to see the usefulness and ease of using AR from commercial and non-commercial aspects in B2B field. This study was conducted through a qualitative research approach with semi-structured interviews with five companies providing and using AR applications. In conclusion, AR brings value by transferring data faster and communicating it effectively through visualization of integrating computer-generated information with the real world as one. From commercial aspect, companies could use this technology in their marketing communication to increase customer involvement and perception of the brand. In contrast, from non-commercial perspective, companies could use AR as an internal resource to increase efficiency in operation process.

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Andrén, Jonathan, e Daniel Sjöberg. "Value co-creation through interaction : The how’s and why’s of B2B e-commerce". Thesis, Karlstads universitet, Fakulteten för hälsa, natur- och teknikvetenskap (from 2013), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-78702.

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Today, manufacturing firms have started using e-commerce to sell their products and services online. The adoption of e-commerce has made it possible to move the interaction that has traditionally been made between a salesperson and customer through telephone or e-mail, towards making transactions online. However, even though e-commerce can help increase revenue or create competitive advantages, it is important for firms to understand the interaction that occurs when value is co-created in ecommerce. It is evident that there are strong drivers, but also challenges that firms need to be aware of in order to form a successful e-commerce strategy. Since little research exists on the interaction that takes place when value is co-created through e-commerce, the purpose of this study is to describe this interaction along with drivers and challenges that are associated with it. To answer the research questions, a qualitative study was conducted by interviewing managers from B2B manufacturing firms that are using ecommerce. The results show that interaction between provider and customer is improved by e-commerce. Easy access to information and new digital value proposals were found to be central interactions. Traditional dialogue is largely replaced by the ability for self-service, where the customer can themselves access information and manage orders. The main driver for providers to use e-commerce is strategic/competitive advantages with secondary drivers being efficiency/lower internal costs, and increased revenue. There are challenges associated with e-commerce. Primarily system integration and data security. The results from this research suggest that manufacturing firms should consider e-commerce in order to improve interaction with their customers to stay competitive in the future.

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Owino, Maryanne, e Jason Castillo. "Conveying value in new corporate ventures : The case of Telia Company CDN unit". Thesis, KTH, Entreprenörskap och Innovation, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-188692.

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The transition of businesses to the digital marketplace has presented many opportunities and challenges for e-commerce and ICT services providers. This research was carried out during the ongoing diffusion of a technological innovation, at Telia Company's Content Delivery Network (CDN) unit, in a bid to understand the technology adoption process. The researchers' approachwas to get insights from different stakeholders in the Swedish e-commerce industry and to compare the qualitative research findings with theoretical secondary data and definitions. Six interviews were performed, constituting the empirical data. After the analysis and discussion of the results and frameworks, the researchers propose a merged theoretical framework thatcould be used for designing compelling value propositions, and as such improve the conveying of the value of an offering. The thesis concludes with recommendations to further validate the proposed framework through further research.

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Castillo, Jason, e Maryanne Owino. "Conveying value in new corporateventures : The case of Telia CompanyCDN unit". Thesis, KTH, Entreprenörskap och Innovation, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-188693.

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The transition of businesses to the digital marketplace has presented many opportunities andchallenges for e-commerce and ICT services providers. This research was carried out during theongoing diffusion of a technological innovation, at Telia Company's Content Delivery Network(CDN) unit, in a bid to understand the technology adoption process. The researchers' approachwas to get insights from different stakeholders in the Swedish e-commerce industry and tocompare the qualitative research findings with theoretical secondary data and definitions. Sixinterviews were performed, constituting the empirical data. After the analysis and discussion ofthe results and frameworks, the researchers propose a merged theoretical framework thatcould be used for designing compelling value propositions, and as such improve the conveyingof the value of an offering. The thesis concludes with recommendations to further validate theproposed framework through further research.

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Toutin, Joel. "Artificiell intelligens inom köpprocessen : En studie om att attrahera och behålla B2B-kunder". Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79290.

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The buying process has become an important outcome for firms to adapt to the changes in B2B buying. With an increased focus on delivering new customer experiences, firms are finding themselves with lots of customer data that needs to be analyzed. Prior literature has found that technology such as artificial intelligence could be the next logical step in marketing for analyzing and managing customer data but sees slow adoption. This study examined how artificial intelligence can be used to attract and retain B2B customers in the buying process. Empirical data was collected as a multiple caste study with semistructured interviews from B2B salespeople, sales managers, CEOs, CFOs and administrators. The data were analyzed through a thematic analysis. Participants expressed a strong interest in efforts that could affect the relationship such as better engagement, enhanced user experience and information to better meet the needs. Throughout the buying process, many of these efforts could influence the final decision and is believed to be critical in attracting but also maintaining customer relationships. These results have implications for implementing artificial intelligence at firms since it creates a better understanding of the customers' wants and needs and how to correspond to it digitally. Based on the empirical findings, this study contributes with a model that shows the relation of artificial intelligence, customer data and the buying process.

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ELANDER, AMAN ERIK, e ALEXANDER NAWRAS SUDDEK. "Managing Organizational Factors in Technology Assimilation for Web-based Business to Business E-Commerce". Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-236540.

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Introduction: The use of Web-based Business-to-Business E-commerce is increasing, however many companies who previously adopted e-commerce technology have failed to utilize it. Meanwhile, research has mostly focused on quantitative research regarding factors affecting the adoption of e-commerce, leaving a research gap regarding the routinization of the technology. Purpose: The purpose of this study is to provide knowledge regarding the management of the entire web-based business-to-business e-commerce assimilation process from initiation, to adoption and routinization. Method: The study addresses which factors affect the assimilation process, where in the process they are relevant and how they may be managed. A multiple case study with six large companies has been conducted through semi-structured interviews. The cases were compared to each other, as well as to previous research within e-business and/or e-commerce assimilation and adoption. Furthermore, change management literature has been used to aid the analysis of how certain factors may be managed. Findings: We have found the assimilation of web-based e-commerce to be a complex and iterative process that involves several interconnected factors which organizations manage in various ways. Seventeen factors within the technological, organizational and environmental contexts were identified to be relevant in the different phases of the assimilation process. A discussion regarding how these factors may be managed is conducted, including some indications on what approaches seem to be more or less viable. Practical Implications: Managers may use the findings of this study as guidance in their webbased e-commerce assimilation process. Originality/value: This study contributes with qualitative research on which factors affect the entire assimilation process of web-based e-commerce and how the factors may be managed. Paper Category: Master Thesis
Introduktion: Användningen av webbaserad e-handel i business-to-business-företag ökar, men många företag som redan har implementerat detta har misslyckats med att använda dess fulla potential. Samtidigt har forskningen huvudsakligen fokuserat på att kvantitativt studera faktorer som påverkar själva implementationen, medan aspekter rörande den efterföljande användningen av e-handeln har lämnats outforskade. Syfte: Syftet med denna studie är att bidra med kunskap kring hanteringen gällande hela processen, från initiering till implementation till att slutligen uppnå ett utbrett användande av den webbaserade e-handeln i business-to-business företag. Metod: Studien utreder vilka faktorer som påverkar processen, var i processen de är relevanta och hur de kan hanteras. Genom intervjuer genomfördes en komparativ fallstudie mellan sex stycken stora företag i Sverige. Företagens hantering av faktorerna jämfördes sinsemellan, samt med tidigare forskning inom implementation och hantering av e-handel. Detta jämfördes dessutom med teorier inom förändringsledning för att styrka analysen angående hur processen skulle kunna genomföras. Resultat: I vår studie har vi sett att den kringliggande processen runt implementationen av webbaserad e-handel är komplex och iterativ, samt att den har hanterats med varierande tillvägagångssätt. 17 faktorer inom tekniska-, organisatoriska- och miljösammanhang har hittats relevanta för de olika faserna i processen. Slutligen har det förts en diskussion angående hur dessa faktorer skulle kunna hanteras, samt indikationer på vilka tillvägagångssätt som verkar mer eller mindre gångbara. Praktisk Betydelse: Chefer och ledare kan använda resultaten och slutsatserna från denna studie som handledning under deras process för implementation av webbaserad e-handel i business-tobusiness-företag. Originalitet/Värde: Denna studie bidrar med kvalitativ forskning angående vilka faktorer som påverkar den organisatoriska processen för implementation av webbaserad e-handel samt hur dessa faktorer skulle kunna hanteras. Rapporttyp: Examensarbete, avancerad nivå.

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Lindahl, Elin. "A qualitative examination of lead scoring in B2B marketing automation, with a recommendation for its practice". Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-213432.

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Digital marketing has become an important part for companies in the process of attracting new customers. The digitalisation has led to substantial changes in the ways consumers and businesses search for information and do their research before making a purchase. A major shift has been observed regarding how digital communication influences the purchasing decision within the B2B sector. The purpose of this research project was to examine lead scoring in the perspective of B2B marketing automation, and to investigate how lead scoring can contribute to a more efficient and effective marketing process for Visma Advantage. The aim was to develop a recommendation for an optimal lead scoring model for Visma Advantage and which marketing actions that are suitable for the different lead score values. The result shows that there can be several ways of an optimal use of a lead scoring model for Visma Advantage. The result also presents a completed lead engagement scorecard and lead profile scorecard, together with a lead score matrix that specifies the thresholds for each lead score value. In addition to that, relevant marketing actions for each lead score value in the model is presented in the result.
Den digitala marknadsföringen har kommit till att bli en viktig del för företag, i processen avatt attrahera nya kunder. Digitaliseringen har lett till betydande förändringar av hurkonsumenter och företag söker information och gör sin efterforskning innan de slutför ettköp. Ett stort skifte har observerats, gällande hur digital kommunikation påverkarinköpsbeslutet, inom B2B-sektorn. Syftet med detta projekt var att undersöka lead scoring i perspektivet av automatisering avB2B marknadsföring, och att undersöka hur lead scoring kan bidra till en mer effektiv ochverkningsfull marknadsföring för Visma Advantage. Syftet var att ta fram en rekommendationför en optimal lead scoring-modell för Visma Advantage och vilka marknadsföringsåtgärdersom är passande för respektive lead score-värde. Resultatet visar att det kan finnas flera sätt för en optimal användning av en leadscoring-modell för Visma Advantage. Resultatet presenterar också ett färdigt poängkort förbåde profil-aspekten och för engagemangs-aspekten, tillsammans med en lead score-matrissom anger tröskelvärdena för varje lead score-värde. I tillägg till poäng-korten presenterasrelevanta marknadsföringsåtgärder för varje lead score-värde i modellen, i resultatet.

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Smith, Anita. "Strategies for E-Commerce Adoption in a Travel Agency". ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5943.

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In 2016, online travel sales increased 8%, resulting in profits increasing to over 565 billion U.S. dollars. Traditional travel agencies in brick-and-mortar storefronts are facing challenges related to competing with online travel agencies (OTAs), attracting new customers, and retaining existing customers. The purpose of this qualitative case study was to explore the e-commerce processes, business models, and strategies that leaders of traditional travel agencies use to compete with OTAs. The study sample consisted of 8 travel professionals from 3 small travel agencies located in the mid-Atlantic region of the United States. The conceptual framework for this study was Rogers's diffusion of innovation theory. Data for the study were derived from semistructured interviews, review of travel agency documents and websites, and review of interview transcripts. Data analysis and methodological triangulation included coding, organizing, interpreting, and summarizing data to identify themes. Four themes emerged: the effect of e-commerce on travel agents' performance, competing with online travel agencies, marketing strategies to attract and retain customers, and e-commerce processes used in travel agencies. Fifty percent of travel agents' business declined, and performance decreased because customers used OTAs or e-commerce websites to purchase vacations. Travel agents specialized in niche' travel destinations to compete with OTAs. Travel agents differentiated products and services to attract and retain customers. Leaders may use the findings to develop strategies, improve business processes, and profitability, thereby, increasing revenues, creating jobs, and providing income for families.

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Fjellström, William, e Vladislav Snitko. "Disruptive business model transitioning in B2B : A subscription-based approach for Industry 4.0". Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik, konst och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-86199.

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Industry 4.0 has introduced technologies such as machine learning, Internet of Things (IoT), and cloud computing, which has disrupted markets across different industries. These technologies are prime examples of what has come to be known as disruptive innovations. With the advancement of disruptive innovations, organizations are constantly looking for new ways to satisfy customer needs. Therefore, organizations have begun to investigate alternative business models that differ from the conventional way of selling products/services. Within B2C-markets, the rise of subscription-based services has not gone unnoticed and has turned into a prominent business model among Fortune-500 organizations. Within B2B-practices however, subscription-based business models are mostly unheard of. Therefore, the purpose of this study was to examine how IndustryInternet of Things (IIoT) solution providers successfully can transition to a subscription-based business model when launching IoT-based disruptive innovations in industry 4.0 B2B-markets. This purpose was investigated in a quantitative study by constructing a questionnaire based on an adjusted six-factor Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model. The model was used to stipulate factors influencing buying intention for IoT-technologies. The study was further complemented by qualitative interviews, which aimed to shed more light on buyer's perception of subscription-based business models for IoT-technologies. The respondents consisted of purchasing function employees within the chemical-, food and beverage-, and life sciences industries in Scandinavia and the US. The quantitative results showed that performance expectancy had the most significant impact on buying intention. The qualitative results stipulated themes based on each UTAUT2 factor while also enlightening how interviewees emphasize the importance of not hiding costs and raised concerns regarding the transfer of data ownership when purchasing IoT-technologies. To conclude, the authors stipulated a conceptual framework for the implementation of subscription-based business models when introducing of IoT-technologies within B2B-markets.

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Bohling, Timothy R. "Predicting Purchase Timing, Brand Choice and Purchase Amount of Firm Adoption of Radically Innovative Information Technology: A Business to Business Empirical Analysis". Digital Archive @ GSU, 2012. http://digitalarchive.gsu.edu/bus_admin_diss/3.

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Knowing what to sell, when to sell, and to whom to sell is essential buyer behavior insight to allocate scarce marketing resources efficiently and effectively. Applying the theory of relationship marketing (Morgan and Hunt 1994), this study seeks to investigate the link between commitment and trust and firm adoption of radically innovative information technology (IT). The construct of radical innovation is operationalized through the use of cloud computing. A review of the vast scholarly literature on radical innovation diffusion and adoption, and modeling techniques used to analyze buyer behavior is followed by empirical estimation of each of the radical innovation adoption questions of purchase timing, brand choice, and purchase amount. Then, the inefficiencies in the independent model process are highlighted, suggesting the need for an integrated model. Next, an integrated model is developed to link the purchase timing, brand choice, and purchase amount decisions. The essay concludes with insight for marketing practitioners on the strength of the factors of commitment and trust on adoption of radical innovation, an improved methodology for the business-to-business marketing literature, and potential further research paths.

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Silva, Isabel Schmidlin Fajardo. "O uso de mídias sociais pelo mercado B2B com foco no marketing de relacionamento". Universidade de São Paulo, 2014. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-02092014-182942/.

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Este trabalho teve como objetivos estudar como as empresas do mercado B2B estão utilizando as mídias sociais nas suas atividades de marketing de relacionamento e avaliar os fatores antecedentes do nível de satisfação de usuários clientes e prospects perante a mídia social dos fornecedores de TI. Para alcançar este objetivo foi realizado um referencial teórico com foco nos conceitos relativos ao marketing de relacionamento e mídias sociais, bem como o entendimento das características específicas do mercado B2B. Para aprofundar o conhecimento foi necessária uma pesquisa de campo. Como método para pesquisa de campo determinou-se o estudo de caso e survey, por ser o mais adequado para o foco deste trabalho. Tendo em vista que as empresas de tecnologia da informação buscam desenvolver um relacionamento com os seus clientes que podem ir além dos estipulados em contrato, este foi o setor escolhido para a realização da pesquisa de campo. As empresas pesquisadas são HBSIS, TOTVS e XTI. As três empresas foram escolhidas por possuírem grande presença dentro das mídias sociais. Com a pesquisa foi possível identificar que a utilização das mídias sociais por essas empresas ainda está numa fase inicial. Verifica-se também que, embora as empresas pesquisadas não utilizem as mídias sociais com foco no relacionamento, algumas ações podem auxiliar nas atividades de marketing de relacionamento dessas empresas. Constata-se também uma grande dificuldade dessas empresas mensurar os resultados obtidos pelo uso das mídias sociais, contudo, as três empresas ressaltam a potencialidade das mídias sociais em atingir seus clientes e possíveis clientes. A partir do levantamento bibliográfico e estudo de caso foi desenvolvido um framework teórico com a identificação de 12 constructos que exercem influência na satisfação do cliente perante a mídia social. A partir da survey realizada com empresas de todo o país foi possível validar o framework proposto que destacou a importância dos constructos feedback, identificação do usuário, comunicação em momento de crise e engajamento na satisfação do cliente com o uso das mídias sociais por empresas de TI.
This work aimed to study how the companies in the B2B market are using social media in their marketing relationship activities and also to evaluate the preceding factors of customer and prospect satisfaction level in relation to social media vendors. To achieve this goal we performed a literature review focused on concepts related to relationship marketing, social media, as well as the understanding of the specific characteristics of the B2B market. A field study was necessary to acquire further knowledge. For the field research, the case study method was determined to be the most suitable for the focus of this work. Given that information technology companies seek to develop a relationship with their customers, who can be other than those stipulated in the contract, Information Technology was the sector chosen for the research field. The surveyed companies are HBSIS, TOTVS and XTI. These three companies were chosen because they are widely present on social media. Through this research, we found that the use of social media by these companies is still at an early stage. It also appears that, although the surveyed companies do not use social media to focus on the relationship, some actions can assist in the relationship marketing activities of these companies. It was also noted that there is a great difficulty for these companies to measure the results obtained from the use of social media; however, the three companies emphasize the potential of social media to reach their customers and prospects. From the literature review and case study we developed a theoretical framework to identify 12 constructs that influence on the customer satisfaction in relation to social media. From the survey conducted with companies all over the country, it was possible to validate the proposed framework, which emphasized the importance of feedback constructs, user identification, communication in times of crisis and commitment to customer satisfaction with the use of social media for IT companies.

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Karlsson, Sebastian, e Vilhelm Kindberg. "Organizational Buying Process in the 21st Century". Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-69982.

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There are several models that can be found describing the organizational buying process. The organizational buying process (OBP) within B2B is also more complex and more time consuming than within B2C (Dwyer & Tanner Jr., 2002). The OBP is also continuously becoming more complex as new touchpoints are created through the rise of new communication channels (Mora Cortez & Johnston, 2017). Touchpoints are essentially places where the customer encounters the supplier (Moncrief & Marshall, 2005). These new communication channels and touchpoints have made the customer experience more important, although the customer experience is not yet well integrated into the OBP (Mora Cortez & Johnston, 2017). Social media is one of the new communication channels that has grown the last decade and has become important also for the OBP (Oyza & M. Edwin, 2015) With social media, companies have less control over the information online and social media is affecting companies in all industries (Kaplan and Haenlein, 2010). Despite some initial studies regarding social media, the effect they have on the OBP is still not well understood. The aim of this master thesis has therefore been to better understand how social media is affecting the OBP in terms of lead-time and win-rate. Win-rate can be used to measure sales success and is the percentage of the opportunities that the supplier won (Schultz, 2016). Through this case study, several semi-structured interviews were performed with both employees of the case study company and their customers. The data collected was thereafter analyzed through a thematic analysis resulting in various codes aligned under three main themes. The findings showed that LinkedIn was one of the main social media used. LinkedIn makes it easier to map out stakeholders and thereby also find new business opportunities through more quality leads. Within social media, targeted marketing was used toward selected organizations. With this said, social media has in different ways helped the company find more quality leads, influence the customer and also helped strengthen the brand of the company.

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Rudberg, Zacharias, e Oscar Sandelin. "The Challenges of a B2B Market Entry within the Automotive Industry". Thesis, KTH, Skolan för industriell teknik och management (ITM), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-264118.

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This thesis investigates the factors to consider when implementing a business to business market entry strategy within the automotive industry. The aforementioned is conducted through an exploratory case study at a global industrial firm providing a comprehensive range of products and services within the motor vehicle industry. The case study is made on the foundation of existing theory, previous empirical research and interviews with relevant companies within the industry. The thesis provides an overview of the factors to be considered when executing a business to business market entry strategy on the automotive market based on existing literature and empirical research. Furthermore, the six main challenge areas that the case company faces in its work with entering a new market is displayed. These challenges are; (1) internal communication, (2) customer relations, (3) technical requirements, (4) strategic initiatives, (5) management support and (6) organizational alignment. In addition to the six challenges, potential strategic initiatives are discussed within each of the challenge areas. The six challenge framework can be used as a framework for other industrial firms striving to implement an industrial business to business market entry strategy. The main theoretical contribution of this thesis is the identification of challenges during a market entry within the automotive industry. Furthermore, the thesis concludes that the implementation of a market entry strategy can provide greater challenges than the development of the strategy itself, which is supported by both literature and empirical findings. Related to this, a misalignment between the business type and the marketing strategy type within the case company is identified.
Detta examensarbete undersöker vilka faktorer som bör beaktas vid implementering av strategier för att ta sig in på en ”business-to-business”-marknad inom fordonsindustrin. Detta görs genom en explorativ fallstudie på ett globalt industriföretag som säljer ett stort antal produkter och tjänster till fordonsindustrin. Fallstudien är grundad i litteratur, tidigare empiriska studier och intervjuer med relevanta företag inom industrin. Examensarbetet ger en översikt av de faktorer som bör beaktas då man implementerar en “business to business”-marknadsstrategi inom fordonsindustrin baserat på existerande litteratur och en empirisk undersökning. De sex främsta utmaningarna som fallstudieföretaget står inför identifieras, vilka är (1) intern kommunikation, (2) kundrelationer, (3) tekniska krav, (4) strategiska initiativ, (5) ledningsstöd och (6) organisatorisk sammstämmighet. Utöver de sex utmaningarna diskuteras potentiella strategiska initiativ inom varje utmaningsområde. De sex utmaningarna kan användas som ett ramverk för andra industriföretag som söker att implementera en marknadsstrategi. Det huvudsakliga teoretiska bidraget av detta examensarbete är identifiktationen av de utmaningar som uppstår vid en markandsingång inom fordongsindustrin. Dessutom visar examensarbetet att implementeringen av en marknadsstrategi kan visa sig vara en större utmaning än att ta fram densamma, vilket stöds av både litteraturen och den empiriska undersökningen. Relaterat till föregående kunde vi identifiera en obalans mellan fallstudieföretagets affärstyp och marknadsstrategi.

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NORDQUIST, MATILDA, e OLIVIA NORLIN. "Creating Value and Identifying Opportunities for Innovation in E-commerce on the B2B Market. : A case study of the distribution and construction industries in Sweden". Thesis, KTH, Skolan för industriell teknik och management (ITM), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-263171.

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Purpose - The purpose of this research is to examine the effect of e-commerce in the B2B market. Focus has been on how customer values and the front end of innovation are affected from a distribution company’s and construction industry’s point of view. Method - The results of this research paper are based on qualitative interviews with supplementary quantitative questions, combining an internal and external view of a case company within the distribution industry and a selection of its customers. Four internal interviews were conducted with the case company’s employees of high positions in different areas of expertise, followed up by three interviews with customers. By a thematic coding of the interviews, the data could be analyzed and provide answers to the research questions. Results and conclusions - The study focuses on the following areas within customer value: service, personnel, and time and energy. The research showed that service becomes more important as a good delivery is such an important part of buying online. Moreover, personnel were found to be less valuable in the digital store as the customers are okay with the independency online. The value of low time and energy cost was found to be high no matter the sales channel. Finally, the lack of communication between salespeople and customers was found to disrupt the possibility to use customers’ input in the front end of innovation. Therefore, input from the customers need to be collected through other means than the physical interaction with salespeople in the purchase process, such as through customer panels or by using the big amount of CX data (customer experience data) that can be collected online. Research contribution - The contribution to literature that can be derived from this master thesis includes examining how customer values are affected by e-commerce from a B2B perspective. In addition to this, the use of collecting innovative ideas from customers over the Internet have been examined and analyzed. This thesis has brought clarity to these aspects from a distribution and construction industry point of view and even though the construction industry has been behind on the aspect of digitalization, we can see a trend of this industry becoming more digitized, meaning that the distribution companies need to find other ways to meet new demands from construction companies of all sizes.
Syfte - Syftet med denna studie är att undersöka vilka effekter e-handel har på B2B marknaden. Fokus har legat på hur kundvärden och de första delarna av innovationsprocessen påverkas utifrån ett distributionsföretags och byggbranschens synvinkel. Metod - Resultatet av detta examensarbete bygger på kvalitativa intervjuer med kompletterande kvantitativa frågor, och kombinerar både en intern och extern syn av ett fallföretag inom distributionsindustrin samt ett urval av dess kunder. Fyra interna intervjuer genomfördes med fallföretagets anställda med höga positioner inom olika kompetensområden, följt av tre kundintervjuer. Genom att tematiskt koda intervjuerna kunde data analyseras och ge svar på forskningsfrågorna. Resultat och slutsatser - Studien fokuserar på följande områden inom kundvärden: service, personal samt tid och energi. Forskningen visade att service blev viktigare eftersom en bra leverans är en viktig del av att handla online. Vidare visade det sig att personalen blev mindre värdefull i den digitala handeln, eftersom kunderna accepterar att handel online är mer oberoende. Det visade sig att värdet av en låg kostnad för tid och energi var hög oavsett säljkanal. Slutligen så var bristen på kommunikation mellan säljare och kunder ett hinder för att kunna ta tillvara på kundernas input i innovationsprocessen. Därför behöver kundernas input samlas in på andra sätt än genom den fysiska interaktionen med säljare, exempelvis genom kundpaneler eller den stora mängden CX-data (Customer experience data) som kan fås online. Forskningsbidrag - Forskningsbidraget som kan härledas från detta examensarbete innefattar en undersökning av hur kundvärden påverkas av e-handel utifrån ett B2B-perspektiv. Utöver detta har insamlingen av innovativa idéer från kunder över internet granskats och analyserats. Detta examensarbete har gett klarhet i dessa frågor ur en distributions- och byggbranschs synvinkel och trots att byggbranschen har legat efter i digitaliseringen så ser vi en trend i att denna bransch blir mer digitaliserad, vilket innebär att distributionsbolagen behöver hitta andra sätt att möta de nya krav som ställs från byggföretag av alla storlekar.

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St, Clair Donald Philip. "MIXED METHODS STUDY OF FACTORS INFLUENCING BUSINESS TO BUSINESS (B2B) SALES PERFORMANCE: THE ROLE OF DESIGN ATTITUDE". Case Western Reserve University School of Graduate Studies / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=case1522852069581315.

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Anzén, Elizabeth, e Lukas Ekberg. "Understanding how automatized personalization with AI can drive value in B2B marketing : A case study of a Swedish industrial equipment manufacturer". Thesis, KTH, Skolan för industriell teknik och management (ITM), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-279668.

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In the last decade, marketing automation, a tool for automatic personalization, has been gaining significant traction among marketing professionals. In parallel with the growing adoption trend, many marketing automation platform providers have been extending their offers to include AI features. However, there is a lack of research regarding how AI can enhance the process of marketing automation in a way that creates value, which is the studied topic in this thesis. A qualitative and exploratory case study has been conducted in collaboration with the global B2B company Atlas Copco, a manufacturer of industrial equipment. Digital marketing practitioners were presented with two use cases of AI, segmentation and cross-selling, for personalization and asked about the marketing automation process and the expected impact on value. The findings reveal what would be required in the marketing automation process for the use cases in terms of data needs, learning about customer insights, marketing output and evaluation. In our findings value creation strongly revolve around the value types: ‘excellence’, ‘efficiency’ and ‘privacy’. To conclude, AI will enable more advanced personalization and value creation can be substantial if customer sacrifices are addressed in an appropriate way. Depending on relevance, tone of voice, time and use of channel, different feelings of value are perceived, which are factors that AI can help to determine
Under det senaste årtiondet har verktyg för automatisk marknadsföring blivit populära bland marknadsförare. Automatiska marknadsföringsplattformar fungerar som ett verktyg för att automtiskt leverera personaliserade marknadsföring. Många leverantörer av automatiska marknadsföringsplattformar har utökat sina erbjudanden till att innefatta AI-tjänster. Den befintliga forskningen kring hur sådana AItjänster ska utnyttjas på ett sätt som skapar värde är begränsad och därav behandlas ämnet i den här uppsatsen. En explorativ och kvalitativ fallstudie har genomförts i samarbete med Atlas Copco som är ett globalt b2b-företag. Vid varje intervju presenterades antingen merförsäljning eller kundsegmentering sedan ställdes frågor om den automatiska marknadsföringsprocess och värde. Resultaten indikerar vad som skulle krävas för de undersökta användningsfallen i den automatiska marknadsföringsprocessen samt att värdeskapande är starkt kopplat till värdetyperna excellens, effektivitet, privatliv och datasäkerhet. Slutsatserna indikerar att AI kommer göra den personalisering som uppstår till följd av automatisk marknadsföring mer avancerad. Värdeskapandet från nya AI lösningar kan vara signifikant om implementeringen tar hänsyn och adresserar uppoffringar kunder behöver göra.

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Jalgard, Timothy. "Animated Gamification - the effects of video clips as rewards in a gamified CRM software for B2B sales". Thesis, Malmö högskola, Fakulteten för teknik och samhälle (TS), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20885.

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Gamification innebär att man använder element och tekniker från spel i annars icke-lekfulla miljöer för att öka användarnas engagemang. Arbetssättet har de senaste åren blivit allt mer förekommande i profesionella sammanhang som skolan och i arbetslivet. Vetenskapen är fortfarande relativt ung och det finns fortfarande mycket att utforska. Denna studie har undersökt effekten av videoklipp som en belöning i redan etablerad gamification-miljö. Studien har genomförts hos ett B2B säljkonsult-bolag och gjordes som ett 3 veckors experiment där korta videoklipp implementerades som belöningar vid utförda uppgifter för att se hur de kunde påverka antalet minuter som användarna aktivt lade på att ringa samt hur många möten de lyckades boka. Dessutom hölls intervjuer för att undersöka hur användarnas motivation och attityd på arbetet kunde påverkas. Resultaten pekar på ökad tid lagt på att ringa samt ökat antal möten bokade. Intervjuerna pekar på en positiv attityd i samband med filmklippen.
Gamification is the use of game elements and techniques in non-game environments in order to increase the users’ engagement with a product, brand or task. It is becoming more and more common in professional environments such as education and the workplace. It is still a pretty young field of science and there is much to explore. This research has studied the effects of implementing video clips as rewards in an already gamified CRM software. The study was conducted at a B2B sales consultant agency during a 3 week period where short video clips were implemented as rewards for completing actions in order to measure what effects they might have in the users time spent calling and successfully booked meetings. Data was gathered from the gamified software in order to measure the changes in productivity. Interviews were also conducted to study what effects the video clips had on the users’ motivation and attitude at work. The results point to an increased time spent calling and an increased number of meetings booked. The interview responses also point to a positive change in attitude.

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Boström, Gustav. "Social media's significance on the need recognition and information search, in B2B investment decisions of 3D printers". Thesis, KTH, Medieteknik och interaktionsdesign, MID, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-185320.

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This study examines what significance social media (Facebook, LinkedIn, Twitter and Instagram) may have in regard to clients need recognition and information search, in B2B investment decision making of desktop 3D printers. The study was made on 121 respondents from the 3D printer reseller company 3DVerkstan’s customer base. Need recognition and information search are the two first steps of five, in the consumer behavioral Engel Blackwell Miniard (EBM) model of decision making. To get a better perspective of what role social media have in B2B marketing, a broad investigation of the 3D print owners need recognition and information search has been conducted through a survey built from the EBM-model, and the clients media consumption. A wide range of communication channels has been examined in order to draw conclusions from what role social media play as whole. As social media is an unexplored field for B2B marketing, an interview with the CMO of Telia Sonera Sweden, Magnus Andersson was held to get insights of how they currently use social media in B2B as a best-in-class case. This study aims to give foundational directives for social media’s significance for B2B companies in the technology. The findings in this study indicates that social media has a great potential exposure to influence and inspire need recognition. Especially for Facebook, decent potential exposure for LinkedIn and Instagram. Not very good for Twitter. Although, almost none were first exposed to 3D printing on social media. Social media was not searched for information, and the few that did searched for reviews. The respondents primarily searched on online sources only. Most respondents conducted one search step where they focused on finding a source with compiled information to conveniently grasp the 3D printer market. Either on Youtube to look for unbiased 3D print reviews. Or through a convenient recommendation from friends and resellers of the most suitable 3D printer in relation to their objective. Technical specification, price, customer reviews, service & support and user case quality caught their attention after finding their preferred source of information retrieval. Convenient personalized packaging in review form with the above stated attributes could be used to inspire customers on social media. Directed towards the use motives; prototyping, hobby/home use or custom production.

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Kalajian, Maral. "Employer Brand Framework for ICTB2B Multinationals Case Study:Ericsson AB". Thesis, KTH, Skolan för informations- och kommunikationsteknik (ICT), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-30626.

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Winston Churchill observed that the “ empires of the future will be empires of the mind”. Challenges and opportunities brought by globalization and knowledge-based economy force organizations to prioritize acquiring and managing cross cultural high end talents. Despite the global economic downturn, companies are having trouble finding people who are their “best fit”. This researched proposed an “employer brand framework” that focuses on building successfulemployer brands for B2Bs in the ICT industry to enhance their appeal to talents with vital skillsthat help organizations to win in the global market competition. For this purpose, Swedish telecom giant, Ericsson AB, has been studied as a case study.The thesis first carries out a literature study to give an in-depth overview of existing theories, concepts and applications related to employer branding activities. Then the research methodology is explained followed by the development and presentation of the employer brand framework for B2Bs in the ICT industry. Furthermore, the study case is introduced in which the framework is applied. Finally, the conclusion and areas for future work are presented.

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Hederén, Amanda. "Evaluating material efficiency assessment methods : An assessment of the adaptability to B2B products using Ericsson telecom network infrastructure product as a case study". Thesis, KTH, Hållbar utveckling, miljövetenskap och teknik, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-231048.

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Unsustainable consumption patterns and material scarcity has been recognised as one of the challenges within the European Union. To change these patterns policy makers within EU are looking towards a transitioning into circular economy. Electronics and manufacturers of energy related products is found to be important actors in this transition, due to the unsustainable trends of consumption and the materials of important contained in electronics. Energy related products are regulated by the Eco design directive (Directive 2009/125/EC) containing implementing measures on energy efficacy. Today the directive is lacking methods for assessing material efficacy in energy related products. CEN/CENELEC was 2015 requested to develop standard methods on how to assess the material efficiency aspects; durability, ability to reuse, repair, upgrade, re-manufacturabiliy, recyclability and recoverability and use of recycled content and CRM content. This study sets out to assess the adaptability of the preliminary publications of the standards on to an Ericsson radio network product. The study is divided into two parts, part one assesses the general and product specific implementation of the selected standard documents. The first parts of this study are document analysis and seven interviews used to triangulate the general opinions on the standards. In part two the study sets out to test two of the methods found in the standard documents. The study found in the collection of recycling data and rates for a small radio network product, the product had a recyclability of XX% and a recoverability of XX% and a time for disassembly of XX seconds using the suggested method eDiM. The findings of this study suggest that these standardised methods are welcomed by the telecommunications equipment manufacturer but concerns on the amount of data required, future purpose and the reliability of the assessment methods still creates worries for the future.
Ohållbara konsumtionsmönster och materialbrist har erkänts som en av de största utmaningarna inom europeiska unionen. För att förändra dessa mönster så har beslutsfattare inom EU påbörjat omställningen till den cirkulära ekonomin. Elektronik och tillverkare av energirelaterade produkter har erkänts som viktiga aktörer i denna omställning, på grund av den ohållbara konsumtionsutvecklingen under det senaste decenniet och de viktiga material som används för att tillverka elektronikprodukter. Energirelaterade produkter regleras av Eco design direktivet (direktiv 2009/125 / EG) som idag innehåller implementeringsåtgärder för energieffektivitet i energirelaterade produkter. I framtiden kommer det även finnas implementeringsåtgärder för materialeffektivisering men idag saknas standardiserade metoder för bedömning av material effektivitet. År 2015 tillförordnades CEN/CENELEC uppdraget att ta fram och utveckla standarder för bedömning av materialeffektivitetsaspekterna; livslängd, återanvändning, reparerbarhet, uppgraderingsbarhet, återtillverkning, återvinningsbarhet och användningen av återvunnet material och innehåll av kritiska råmaterial. Den här studien syftar till att analysera användbarheten hos de preliminära publikationerna av standarderna inom ramen för Ericssons verksamhet. Studien är uppdelad i två delar, del ett bedömer det allmänna och produktspecifika genomförbarheten av de utvalda standarddokumenten. Resultatet från del ett baseras på en dokumentanalys och sju intervjuer, som används för att triangulera de generella åsikterna om standarderna. I del två testas två av metoderna ur standarddokumenten. Resultatets av testerna visar att den utvalda nätverksprodukten hade en återvinningsbarhet på XX% och en återhämtning på XX%. Studien visar även att nätverksprodukten hade en tid för demontering på XX sekunder när den föreslagna metoden eDiM användes. Resultaten av denna studie tyder på att dessa standardiserade metoder välkomnas av Ericsson men mängden data, framtida syfte och pålitligheten av bedömningsmetoderna skapar oro för framtiden.

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Wendin, Ingrid, e Per Bark. "Data at your service! : A case study of utilizing in-service data to support the B2B sales process at a large information and communications technology company". Thesis, Linköpings universitet, Industriell ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-176403.

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The digitalization of our society and the creation of data intense industries are transforming how industrial sales can be made. Large volumes of data are generated when businesses and people use digital products and services which are available in the modern world. Some of this data describes the digital products and services when they are in use, i.e., it is in-service data. Furthermore, data has during the last decade been seen as an asset which can improve decision-making and has made sales activities become increasingly customer specific. The purpose of this study was to explore how knowledge from in-service data can serve B2B selling. To realize this purpose the following three research questions were answered by conducting a single case study of a large company in the information and communications technology (ICT) industry. (RQ1) How does a company in a data intense industry use knowledge from in-service data in the B2B sales process? (RQ2) What opportunities does knowledge from in-service data create in the B2B sales process? (RQ3) What challenges hinder a company from using knowledge from in-service data in the B2B sales process? RQ1: This study has concluded that, in the context of a data intense industry, throughout the steps in the B2B sales process, knowledge from in-service data is actively used by the sales team, however, to varying degrees. In-service data is used in six categories of sales activities: (1) to understand the customer in terms of their technical and strategical needs, which enables lead generation and cross-selling, (2) to make information from in-service data available through data collection, storage, and analyses, (3) to nurture the relationship between buyer and seller by creating understanding, trust and satisfactory offers to the customer, (4) to present solutions with convincing arguments, (5) to solve problems and satisfy the customer’s needs, and (6) to provide post-sale value-adding services. Moreover, three general resources which are used in the activities were identified: An audit report which presents the information of the data, a plan which presents strategic expansions of the solution, and simulations of the solution. Furthermore, four general actors who are performing the activities were identified: the Key Account Manager (KAM) who is responsible for conducting the sales interactions with the customer, the sales team, and the presales team who both support the KAM, and the customer. In addition to the general resources and actors, companies may use step-specific resources and actors. RQ2: Four categories of opportunities were identified: knowledge from in-service data (1) assists KAMs in discovering customer needs, (2) guides the KAM in creating better customer specific solutions, (3) helps the KAM move the sale faster through the sales process, and (4) assists the company in becoming a true partner who provides strategic services, rather than acting as a supplier. RQ3: Finally, four categories of challenges were identified: (1) organizational, (2) technological, (3) cultural, and (4) legal & security. Out of these, obtaining access to the data was identified as the greatest challenge to use in-service data. The opportunities and the challenge to access data are deemed to be general for companies in data intense industries, while the other challenges are depending on the structure, size, and culture of the individual company. The findings of this study contribute to a general understanding of how companies in data intense industries may use knowledge from in-service data, what opportunities this data create for their B2B sales process, and which challenges they face when they pursue activities which use the knowledge from in-service data. To conclude, in-service data serves B2B selling especially as a source of customer knowledge. It is used by salespeople to understand the customer in terms of its technical and strategical needs and salespeople use this knowledge to conduct various customer-oriented sales activities. In-service data creates several opportunities in B2B sales. However, several challenges must be overcome to seize the opportunities. Especially the question of data access.

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Wilhelmsson, Per Albin, e Isak Boghammar. "Lönsamma relationer mellan företag : En kvalitativ studie på hur leverantörer av högteknologisk SaaS kan arbeta med relationsmarknadsföring för att attrahera kundgrupperna på den tidiga marknaden utifrån The Technology Adoption Life Cycle". Thesis, Södertörns högskola, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-45832.

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I denna uppsats diskuteras hur relationsmarknadsföring kan användas av företag som utvecklar högteknologiska SaaS-lösningar för att bygga lönsamma relationer på en tidig marknad. För att svara på frågeställningen “Hur kan högteknologiska SaaS-leverantörer arbeta med relationsmarknadsföring för att attrahera kundgrupperna Innovators och Early adopters på den tidiga marknaden utifrån The Technology Adoption Life Cycle?” har en kvalitativ metod i form av en fallstudie använts. Semistrukturerade intervjuer med respondenter från en SaaS-leverantör och deras kunder nyttjas för insamling av empirin. Detta för att öka förståelsen för vad både leverantörer av SaaS och deras kunder värdesätter i en relation. Urvalet av teori bygger på hur segmenteringsverktyget The Technology Adoption Life Cycle och teorier kring relationsmarknadsföring kan kombineras för att öka förståelsen för hur olika kundrelationer kräver olika tillvägagångssätt på den tidiga marknaden. Genom analyser av den insamlade empirin har författarna av denna uppsats dragit slutsatsen att relationsmarknadsföring är ett brett område. Utöver produkten behöver SaaS-leverantörer fokusera på andra nyckelfaktorer där personal, teknologi, tid och kunskap ingår. Det är dessutom avgörande att SaaS-leverantörer lägger stor vikt på den interna marknadsföringen eftersom alla interaktioner och beröringspunkter med kunden påverkar relationen. Tillit till det andra företaget och engagemang i relationen är ytterligare aspekter som ligger till grund för att bygga långvariga relationer. Dessa relationer är avgörande för att SaaS-lösningen ska kunna nå den huvudsakliga marknaden där kapitalet finns och en prenumerationsmodell ger önskad avkastning. Genom live-in marketing kan SaaS-leverantören ta del av viktiga insikter från sina kunder på den tidiga marknaden och möjliggöra en kundcentrerad utveckling av SaaS-lösningen. Undersökningen som denna uppsats bygger på har däremot visat att ett fokus på spridning genom word of mouth inte nödvändigtvis leder till ökad exponering och försäljning, samt att utträdesbarriärer inte är ett tillvägagångssätt för att skapa engagemang i relationen.
This undergraduate thesis explores the possibilities of high tech SaaS providers to apply relationship marketing in order to establish profitable relationships in the early market. A qualitative method in the form of a case study was used to answer the research question “How can high tech SaaS providers apply relationship marketing theory in order to attract customer groups in the early market based on The Technology Adoption Life Cycle?”. To collect the empirical material, semi-structured interviews were conducted with respondents from one SaaS provider and two of their customers. This was done to increase the knowledge on what SaaS providers and their customers value in a relationship. The segmentation tool The Technology Adoption Life Cycle and relationship marketing theory was applied to increase the understanding of how various customer groups require different approaches in the early market. Through analysis of the collected empirical material, the authors of this thesis have drawn the conclusion that relationship marketing is a broad field. Beside the product itself, SaaS providers need to focus on other key factors such as personnel, technology, time and knowledge. Since all interactions with the customer will affect the relationship, internal marketing should be of paramount importance to the SaaS provider. Trust between partners as well as commitment to the relationship play a vital part in the longevity of relationships in the early market. These relationships are crucial in order for a SaaS to reach the mainstream market where a subscription model can show true value for the SaaS-provider. SaaS providers can use live-in marketing to gain important insights from its customers in the early market and develop their SaaS with a customer centric approach. The research that has been conducted in this thesis has shown that focusing on diffusion through word of mouth does not necessarily result in increased exposure and sales, but also that costs of leaving a relationship does not increase the customers commitment to the relationship.

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Venkatesh, Uma Devi, e Omar Ali Ahmed Alsamuraaiy. "Adoption of Smart Packaging : Case Study Analysis from retailer’s perspective". Thesis, Högskolan i Halmstad, Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-39224.

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This paper presents the challenges faced by the retailers during the adoption of smart packaging in food packaging industry. The paper introduces three largest food retailers in Sweden, and the problems they faced during the introduction of the adoption of smart packaging technologies packaging. Introduction- The authors present the paper with complete background of the food packaging industry in general, as well as each types of smart packaging techniques. In addition, the paper introduces the adoption process for the smart packaging. The research question of this paper is: What are the hinders of adopting smart packaging technology in food packaging industry and why? • What challenges do they face during the adoption process? • What are the hinders in this adoption process? • What are the new hinders in this adoption process? Purpose- The main purpose of this paper is to find the challenges that occur during the adoption of smart packaging in food packaging industry faced by the retailers. Knowing the basic knowledge of the food packaging industry and giving importance to the challenges may lead to achieve our aim. Methodology- This research paper uses the research onion model as a methodology to analyse the gathered data. The authors performed interviews with retailers and end-users of food packaging industry to analyse their challenges during the adoption of smart packaging. The collected data are further discussed in the analysis and discussion part. Conclusion- This paper concludes the adoption in the new technology and concentrates on how each retailer has their own perspective to see the quality and use it to overcome the adoption process. This paper describes the common and unique challenges faced by the retailers during the adoption process. The main common challenges faced by all the retailers in common was to create awareness and to make end-user understand the adoption process but also the benefits of adoption. The most important challenges faced by the retailers of ICA is they consider that adopting to new technology in smart packaging is a challenge for them, because they must create an understanding about the new technology to the end-users which requires a lot of time for the adoption process. According to Coop the open to new smart packaging technologies because since they use only localize products and resources, the overall cost of the product increases which again becomes a barrier for end-user adoption. The interviewee from Willys state that they offer affordable smart packaging technologies without creating barrier for customer adoption, at the same time they are not willing to adopt new technologies without testing its feasibility with the customers. Omar, Uma Thesis in Industrial Innovation Management (IN7001) iii Limitation- The aim of this study is focused on only one element of smart packaging i.e. “Adoption”. Moreover, this study is limited to adoption of smart packaging done in three companies (Coop, Willys & ICA Maxi) in the retail sector in Halmstad, Sweden. This study is conducted from the retailer perspective, by analysing the challenges faced by the retailers during the adoption process.

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Iqbal, Rais, e Jessica Jarrell. "BUSINESS-TO-BUSINESS IT INTEGRATION : A study of B2B IT integration patterns for short & long-term goals". Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-4306.

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Date June 12, 2008

Program IT Management

Authors Jessica Jarrell, 820506.

Västerås

Rais Iqbal, 791229.

Västerås

Supervisor Ole Liljefors

Title Business-to-Business IT Integration

Introduction

As business world has moved into digital era, new trends in business models have been emerged to do business. Digital infrastructure provided by internet enables enterprises to extend their boundaries for new customer and trading partners. Extending the enterprise without a solid IT infrastructure is incomplete, this is the reasons that enterprises are investing more and more in IT to build an IT integrated infrastructure where all its trading partners are linked together. On the other hand, technological world provides solutions and services to build IT integration for such extended enterprises. A wide variety of IT integration solutions and patterns available for enterprise to meet their integration goals, but this often brings unclear situation where companies have to think a lot before implementing IT integration patterns. A slight mistake in this scenario could shake the equilibrium between IT and business, to keep the equilibrium steady companies need to thoroughly examine their short-term and long-term goals and then different integration patterns can be employed to meet these goals.

Research Question

What approaches can be helpful for companies to accomplish successful business-to-business IT integration pattern for their short-term and long-term goals?

Purpose

The purpose of this thesis is to describe the concept of extended enterprises and, identify and describe the existing B2B IT integration approaches employed by extended enterprises.

Method

The research is of qualitative type and secondary data is used to conduct this research. Books and research papers has been used to construct theoretical framework. Electronic databases available at library of Mälardalen University such as Google scholar, Emerald and interlibrary network of Sweden (Libris) are used to search for secondary data.

Analysis Findings from the detailed literature study are analyzed to answer the research question. Integration patterns are analyzed described by the different authors of integrations patterns in three different ways. Firstly, integration patterns were analyzed in term of their advantages and disadvantages with technology and business, secondly, maturity of these integration patterns are analyzed and finally these integration patterns are analyzed for company’s short-term and long-term goals.

Conclusion Business process oriented and method-oriented approaches are good for long-term goals due to handling of business process management in both approaches and reusability aspects of method oriented approach. For short-term goals portal-oriented approach dominating in the integration community, application interface oriented approach is also good to meet the short-term goals. However, combinations of different approaches are found feasible.

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Klauck, Ákila Monique. "Fatores explicativos da manutenção do relacionamento no contexto B2B: um estudo no setor de serviços de tecnologia da informação". Universidade do Vale do Rio dos Sinos, 2012. http://www.repositorio.jesuita.org.br/handle/UNISINOS/4470.

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Banco Santander / Banespa
A crescente participação dos serviços na economia atual, impulsionada pela tecnologia da informação (TI), transformou a demanda, a oferta e o ambiente dos negócios. Com as mudanças no contexto industrial, a concorrência tem estimulado as empresas a buscar formas de permanência em mercados cada vez mais competitivos. Diante disto, o Marketing de Relacionamento é considerado uma possibilidade de resposta mais ágil às necessidades dos clientes, com ampliação de valor e a manutenção dos relacionamentos. Através dele, é possível alcançar uma vantagem frente aos concorrentes por meio da criação de relações mais estreitas e de longo prazo com os clientes. A TI além de contribuir com as mudanças em nível global também tem se destacado por seu papel estratégico para as empresas. Com isto, os prestadores de serviços de TI têm percebido os relacionamentos como importantes ferramentas para o seu sucesso e para a manutenção dos relacionamentos. Neste contexto, este estudo buscou analisar a relação existente entre os construtos do marketing de relacionamento e a manutenção do relacionamento, na percepção dos clientes de prestadores de serviços de TI. Através da revisão da literatura sobre Marketing de Relacionamento em contextos businessto-business (B2B), desenvolveram-se dois modelos: o primeiro baseado na revisão da literatura e o segundo considerando adicionalmente duas variáveis de controle, relacionadas ao contexto (o tempo de relacionamento e o nível de fornecedores alternativos). Os modelos foram testados, a partir de uma survey com 270 gestores responsáveis pela contratação de serviços de TI, após serem mensurados com base em escalas já consolidadas. A técnica estatística utilizada nas análises dos dados foi a Modelagem de Equações Estruturais (MEE) através da qual se testou os dois modelos desenvolvidos a fim de identificar a relação entre as variáveis de marketing de relacionamento e a manutenção do relacionamento no contexto pesquisado. Os resultados indicaram que o modelo conceitual apresentou melhor ajuste aos dados, demonstrando que o comprometimento era o construto mais importante, a partir da percepção dos clientes, para a manutenção dos relacionamentos no contexto de TI. Além disso, verificou-se que a dependência do fornecedor exerceu forte influência sobre os mediadores relacionais pesquisados – confiança, comprometimento e satisfação com o relacionamento. Esta pesquisa contribui ampliando o conhecimento sobre os construtos do Marketing de Relacionamento no contexto B2B dos serviços de TI.
The increasing of the service’s industry in today’s economy, driven by information technology (IT), transformed the demand, supply and business environment. With the changes in the industrial context, competition has spurred companies to seek ways to stay in the increasingly competitive markets. Given this scenario, relationship marketing is considered a more responsive possibility to consumer needs with value expansion and maintenance of relationships. It is also possible to achieve an advantage over competitors through the creation of closer long-term customer relations. IT, besides contributing to global level changes, has also been strategic for companies. Being so, the IT service providers have perceived relations as important tool for their success and maintenance of relationships. In this context, this study tried to analyze the existing relation among constructs of relationship marketing and the maintenance of the relationship according to the perception of customers of IT service providers. Through the review of the literature on relationship marketing contexts in businessto-business (B2B), two models were developed: the first one based on the literature review and the second one considering two additional control variables related to the context (relationship length and the level of alternative suppliers). The models were tested based on a survey with 270 managers responsible for contracting IT services, after being measured based on scales already validated. The statistical technique used to examine the data was Structural Equation Modeling (SEM) through which the two models developed were tested to identify the relationship between the variable of relationship marketing and maintaining relationships in the studied context. Results indicated that the conceptual model presented better fit to the data, showing that commitment was the most important construct, from customer’s perspective, for the maintenance of relationships in the context of IT. Furthermore, it was found that the dependence on supplier has a strong influence on relational mediators - trust, commitment and relationship satisfaction. This research contributes to increasing knowledge about the constructs of relationship marketing in the context of B2B IT services.

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AMIRTHALINGAM, ILAKIA, e NADJA ZAHIRALDINNI. "Requirement Management in Product Development in B2B : A Study on the Process of Capturing Customer Requirements". Thesis, KTH, Skolan för industriell teknik och management (ITM), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-279771.

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Our world is ever-changing hence the surroundings ought to develop accordingly. This applies particularly to the product development process and therefore, it is of high priority to adapt to the changes. This can be achieved by observing the market and especially the customers. It is believed that customers possess certain knowledge that can be crucial pieces of information when developing products. According to the literature, involving customer will result in the increased diversity of information and as a result, this may enhance the quality as well as the development process. Nevertheless, integrating customers may prove to be a tedious task as well as a costly one especially if the customers are of a complex nature. Due to this, it may be appropriate to apply various methods to map customer’s needs and requirements to further develop them in a systematic manner. The purpose of this study is to gain greater knowledge about customer involvement, mainly focusing on international as well as complex customers. The essence of the study is to obtain information about how an organisation navigates around customers along with what roles and responsibilities there are within the organisations. The study was conducted at Xolaris, a smallmedium size (SME) company within software development, hence the collected data stems from that organisation. Initially, a comparative literature study was executed to obtain a broader spectrum of knowledge. This was complemented by interviews with respondents who held relevant positions within the organisation. The interviews were conducted in a semi-structured manner for the sole purpose of optimizing the information flow. From the data that was collected, several categories were derived that contributed to the study in a suitable manner. The results of the study proved that there are obstacles when involving customers. Yet, there are methods and tools to overcome these obstacles, conversely, they may not always prove to be efficient and one must adapt oneself according to the situation. Furthermore, this study confirmed that it is of great importance to maintain stable customer relationships, hence there cannot be a fixed method to process the customer's requirements. Moreover, the study also proves there ought to be a limit to the degree of customer involvement.
Världen står konstant inför för nya utmaningar samt förändringar och därav bör omgivningen utvecklas i enlighet med detta. Inte minst gäller det för produktutvecklingsprocessen som har eftersträvat att anpassa sig till diverse utvecklingar. Detta kan bland annat uppnås genom att observera marknaden och särskilt kunderna. Kunderna kan besitta kunskap som kan vara avgörande information när man utvecklar produkter. Enligt litteraturstudien kan involvering av kunder resulterat i ökad mångfald av information och på så vis kan det bidra till att produktkvalitet förbättras såväl som utvecklingsprocessen. Integrering av kunder kan emellertid visa sig vara en ledsam handling såväl som en kostsam sådan, särskilt om kunderna är av en komplex karaktär. Därför kan det vara lämpligt att använda olika metoder för att kartlägga kundernas behov samt krav för att vidareutveckla dem på ett systematiskt vis. Syftet med denna studie är att erhålla bredare kunskap om kundinvolvering med fokus på internationella såväl som komplexa kunder. Vidare kommer studien inrikta sig mot att studera hur en organisation navigerar runt kunder samt vilka roller och ansvarsområden som finns inom organisationerna. Studien genomfördes på Xolaris, ett mindre företag (SME) som specialiserar sig i mjukvaruutveckling, därav härstammar all erhållen data från denna organisation. För att besvara på samtliga frågeställningar genomfördes en litteraturstudie för få en djupare förståelse om kundinvolvering . Detta kompletterades med intervjuer från respondenter som besatt relevanta positioner inom organisationen. Intervjuerna genomfördes på ett semistrukturerat viss i syfte att optimera informationsflödet. Data som samlades in kodades samt delades in i lämpliga kategorier. Resultaten av studien visade att det finns hinder när kunderna involveras. Trots det, finns det metoder samt verktyg för att hantera dessa hinder, å andra sidan är de inte effektiva i alla situationer utan man böra anpassa efter förhållandet. Vidare bekräftade denna studie att det är av stor vikt att upprätthålla en god kundrelation. Däremot visade studien på att det bör finnas en sund gräns för graden av kundinvolvering då för mycket involvering inte alltid gynnar projektet.

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Ravichandran, Balachandar, e Harshavardhan Ramanujam. "Implementing Design Thinking principles for increasing customer centricity in a B2B company : A case study at Mycronic". Thesis, KTH, Produktinnovationsteknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-281244.

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Design Thinking (designtänkande) är ett kundfokuserat förhållningssätt som används för att stödja innovation. Sedan starten har designtänkandet utvecklats från ett rättframt sätt att lösa tekniska designproblem till en komplex paraplykonstruktion för innovation och förhållningssättet har genom åren blivit ett allmänt accepterat och målinriktat tillvägagångssätt för effektiv produktutveckling. Flera av de praktiska användningsfallen som finns tillgängliga om designtänkande i forskning hänvisar till ett enskilt fall för att lösa specifika problem eller dess tillämpning i business-tocustomer företag. Syftet med detta examensarbete var att kritiskt undersöka hur designtänkande kunde implementeras i ett business-to-business (B2B)-företag med välutvecklade produktutvecklingsprocesser för att balansera kundfokus med produkt strategi. För att förstå effekterna av designtänkande i sådana företag undersöktes hinder som förhindrar designtänkandets implementering och möjligheterna med att införa det med hjälp av en fallstudie på Mycronic AB-kontoret i Täby, Sverige. Materialet i studien samlades in genom interna och externa kvalitativa intervjuer. Resultaten från intervjuerna användes för att föreslå ett ramverk och ett pilotprogram för att stödja Mycronic att införa principer för designtänkande i sin befintliga PDP. Målet med ramverket är att skapa förutsättningar för ett B2B-företag att anpassa sin produktutvecklingsprocess till designprinciper för att bättre förstå slutkundernas explicita och outtalade behov och behoven hos interna intressenter samt för att öka förmågan att identifiera rätt initiativ i ett tidigt skede av ett projekt.
Design Thinking (DT) is a customer centric approach for managing innovation. Since its inception, design thinking has evolved from a straight forward approach to solve engineering design problems into a complex umbrella construct for innovation and has over the years been widely accepted as a goal-oriented approach for effective product development. Several of the practical use cases available in the existing design thinking discourse refer to oneoff case for solving specific problems or its application in a business-to-customer set-up. Thepurpose of this master thesis was to critically examine how design thinking could be implementedin a business to business (B2B) company with well-developed product development processes(PDP) to balance customer centricity with product strategy. To understand the impact of design thinking in such companies, barriers preventing design thinking's implementation and the opportunities enabling its implementation were explored using a single case study approach at Mycronic AB office at Täby, Sweden. The material for the case study was gathered through internal and external qualitative interviews. The results from these interviews were used to propose a framework and pilot programs that would facilitate Mycronic to introduce design thinking principles to its existing product development process. The goal of the framework is to empowera business-to-business company with well-developed product development processes to adapt design thinking principles so as to increase their understanding of end customers' spoken and unspoken needs, recognize the needs of internal stakeholders, and improve their ability to secure the right initiatives in the early phase of a project.

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Tesi sul tema "B2B technology"

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