Abstract This study explores customer perceived value in the context of emerging technology-intensive business service, in particular a mobile advertising service that is at the application phase of development. The purpose of the study is to conceptualise customer perceived value as a multidimensional concept by exploring 1) the complex interaction between benefits and sacrifices 2) temporality and 3) learning. This way the study contributes to the existing research within services marketing and business relationships. The empirical part of the study is conducted in the form of a qualitative single-case study. The empirical setting organised to acquire data is qualitative real-life experiment. It consists of three field experiments that were organised by the research project to simulate real-life situations and to gain understanding of developing technological services that are not yet in commercial use. Interviews, observations and personal experiences form the main sources of information and are complemented by secondary documental data. In this study the sources of value are first identified, which enhances understanding of what kind of value customers perceive from emerging technological service. In addition, value sub-elements have a complex interaction in service value co-creation, since certain sacrifices made by users may increase the benefits they perceive, whereas some benefits can increase the sacrifices and thus reduce the customer perceived net value. Second, the concepts of expected value, realised value and potential value are identified which enables deeper understanding of the temporality of customer perceived value. Third, learning has an important role in customer perceived value. When looking at learning at the process level, it is a sacrifice, but at the outcome level it turns into a benefit and thus also amplifies the customer perceived net value. Learning is needed from the customer to be able to use the new technological service and utilise it effectively, which in turn leads the customer to perceive higher value from the service. Moreover, the temporal dimensions of value are connected to each other through the customer’s learning that varies according to its type and object at different points of time. For the service providers of new technological services understanding value related to the service and its production is essential. The future success and viability of these kinds of services requires that service providers know what kind of value their customers perceive from the service and especially what kind of future expectations they have for it. This study provides implications for the service providers on how to co-create value with their business customers and thus make technology-intensive business service a profitable business in the future.

Bakgrund: Digitalisering innebär en stor förändring för samhället och kommer påverka hur företag gör affärer. Företag kommer behöva följa med i den digitala utvecklingen då förutsättningarna kommer förändras. Digitalisering kommer även leda till att företags affärsrelationer påverkas då nya möjligheter till interaktion mellan företag uppkommer. Syfte: Denna studies syfte är att undersöka hur digitalisering med avseende på integrerade affärssystem, e-handel och nya kommunikationskanaler påverkar företags affärsrelationer, gällande aspekterna tillit, makt och kommunikation. Metod: Studien har använt en kvalitativ forskningsmetod med ett hermeneutiskt perspektiv. Det är en multipel fallstudie med semistrukturerade intervjuer med fem fallföretag som empirisk grund. Slutsats: Studien konstaterar att affärsrelationer påverkas både positivt och negativt av digitaliseringen. Digitaliseringsnivån hos företagen i studien har inte hunnit ikapp litteraturens nivå. Därför är förändringen svår för företagen att uttrycka sig konkret om. / Background: Digitalization means a major change in society and will affect how companies conduct business. Companies will need to keep up with the digital evolution as the conditions will change. Digitalization will also lead to a change in companies’ business relationships as new possibilities for interaction between companies occurs. Aim: The aim of this thesis is to study how digitalization with regard to integrated enterprise systems, e-commerce and new channels of communication affects companies’ business relationships concerning the aspects of trust, power and communication. Methodology: This thesis has a qualitative research method with a hermeneutical perspective. It is a multiple case study with semi-structured interviews with five companies as empirical basis. Conclusion: This study concludes that business relationships is affected both positively and negatively by the digitalization. The level of digitalization within the companies in the study have not reached the level of digitalization in the literature. Therefore it is difficult for the companies to describe the change in a concrete way.

As more Swedish companies are turning towards China, a common challenge when establishing sustainable business relationships with Chinese companies is the requirement to spend a lot of time locally, as the Chinese business culture usually focuses on building a personal relationship before the business relationship. This study will focus on the Swedish perspective on how to cope with these challenges from a geographical distance, as the authors seek to facilitate Swedish business in China. Through a qualitative research by interviewing eight Swedish managers, the authors found that there are different perceived challenges if the business relationship was established on site versus established from a distance. This study shows that for managers who lacks the resources to establish the business relationship on site, there is a lack of trust, respect and potential misunderstandings. These challenges can be overcomed by using a distributor or an agent for a fee. For the managers that possessed the resources to establish the relationship on site, other challenges appeared such as Guanxi and cross-cultural competence, but by paying attention to these challenges the managers could achieve trust, respect and avoid misunderstandings. These managers also needed an occasional local presence in order to manage the business relationship, which was due to Guanxi and that China is a high-context culture.

This thesis aims to examine how Covid-19 affected international business negotiations. This paper uses empirical data collected from four international companies from different industries. The respondents from the companies have different roles, in this case, procurement managers, sales manager, and marketing manager. The findings show that the Covid-19 pandemic has accelerated digitalization and the adoption of digital tools in international business negotiations. Furthermore, the increased digitalization as a result of Covid-19 normalized the use of digital tools in international business negotiations. Additionally, the findings show that the international business negotiation process is less divided and has a better flow with more frequent interactions as a result of the adoption of digital tools. The findings further show when conducting international business negotiations online the cultural differences are less evident due to the difficulties of body language and cultural customs in an online environment. According to the findings, maintaining international business relationships are now easier with the use of digital tools that allow more frequent meaningful communication. Lastly, the thesis concludes with the theoretical and practical implications as well as suggestions for future research.

This study provides an understanding on how Relationship Quality is conceptualised in business-to-business marketing relationships. It investigates the relationships of Jordanian Banks with their small and medium sized enterprise (SMEs) customers in terms of Commitment, Satisfaction, Trust, Communication, Transparency, Understanding, and Cooperation. It examines the antecedents and outcomes of the quality of corporate customer relationships by developing a conceptual model which empirically tests this relationship. This research builds and validates a research model based on the literature survey and uses a mixed methods approach. Qualitative data were gathered through in-depth interviews to achieve the goal of refining the initial research model. The second stage is a quantitative empirical study that uses a questionnaire and tests the empirical model generated in the first stage. This integration of methods provides a more complete view of this emerging area of marketing theory. Using Structural Equation Modelling; research findings support the use of a secondorder relationship quality construct consisting of Trust, Commitment, and Satisfaction as a direct outcome of a relationship and is named ¿Attitudinal Loyalty¿. Antecedents including; Transparency, Communication, Understanding and Cooperation were found to have a positive impact on relational outcome in a business-to-business context in Jordan. The importance of Transparency emerged as one of the most significant determinants of Relationship Quality, which is considered to be a new finding and not common among previous studies. Communication appears to make the biggest contribution overall and have direct and indirect relationships with other variables. It is therefore a major source of success in a business relationship. This research has several implications for the theory and practice. An important issue is the affects on change management. It requires the establishment of business communications to strengthen existing relationships and to form new ones. This implies developing an interactive approach with other parties. This study gives the banking industry an insight for developing their marketing strategy. It also provides a tool to assess the portfolio of relationships, which helps in targeting specific customers. Furthermore, Transparency in the flow of information imposes cultural change. Studying the Jordanian market can help to provide an insight into an emerging economy. Several qualitative findings showed that the relationship between banks and their small and medium enterprises is interesting. All this enriches and adds to the originality of this work and contributes to existing theory by investigating how relationships between partners can be enhanced. / Al-Balqa ' Applied University

The current public procurement process of pharmaceuticals is characterized by a lack of overall perspective and distrust between the pharmaceutical industry and buying Swedish county councils. This is due to the historical context between the two parties. There also exist cost inefficiencies due to a high cost focus and the lack of an overall cost perspective. These factors have affected how the parties on the pharmaceutical market interact and act in relation to each other. The public procurement situation is something both the studied pharmaceutical company (MSD Sverige AB) and the studied buyers (Region Östergötland, Region Jönköpings län and NT-rådet) are aware of and agree on has to change. Therefore, the way public procurement of pharmaceuticals is carried out has to change for it to the meet current challenges, and future demand, of the Swedish health care.The studied pharmaceutical company wishes to increase the service orientation in public procurement processes, something the county councils and NT-rådet are in favour of. Furthermore, the company wants to achieve a value co-creation between itself and the buyers, however, the possibility of achieving value co-creation is somewhat debatable among the buyers since they have different opinions of its feasibility. Nevertheless, the report assumes that value co-creation is possible in the studied system. At the same time interviews have demonstrated the existence of different opinions and thoughts regarding value adding services amongst the different buyers, i.e. there is a lack of consensus if sufficient resources exist to change the procurement process and what part the pharmaceutical company should play if the service orientation increases. Moreover, there exist divided opinions regarding how the interaction with the pharmaceutical company should take place since the majority of the buyers wishes to have a clear separation from the pharmaceutical industry, something making the development of value adding service more difficult.Since there exist disagreements regarding how a change to the procurement process practically should be carried out and there is a distrust between the parties, the aim of the report is to demonstrate similarities and dissimilarities between them within four key areas: business relationships, cost efficiency, strategies and service orientation. The purpose is also to illustrate how a changed procurement process could benefit all parties and the process as a whole. The authors do this by creating a strategic framework, which is based on the four presented key areas and scientific theories. It shows where the parties are today and where they theoretically should be in the future to improve the procurement process, meet today’s and future challenges. The buyers’ biggest challenge is to improve the cost efficiency and use of resources, for the studied pharmaceutical company the biggest challenge is to create new business opportunities. The basis for the report and strategic framework is that both parties should benefit from drawn conclusions since they are in a symbiotic/cooperative relationship due to the dependency between each other’s businesses. Therefore, the framework has to be developed with the aim of promoting value co-creation and render a positive change to the procurement process possible.The presented framework demonstrates that an increase service orientation, through the introduction of value adding services, is the key to value co-creation, improve use of resourcesIIand a more cost efficient procurements processes of pharmaceuticals. Yet, both the analysis and conclusion clearly shows that value co-creation between the parties is not possible today, but in the future, due to existing business relationships. These are affected negative because of the existing distrust between the parties, thus preventing the creation of better business relationships. Therefore, the negative business relationship prevents an increased service orientation and the introduction of value adding services in the procurement processes. This in its turn hinder the buying parties from improving their use of resources and increasing the cost efficiency. Bad business relationships also mean the studied pharmaceutical company will lose business opportunities. Consequently, both parties will fail to address their current and future challenges. Therefore, improving business relationships is a key factor for reaching value co-creation and increase the overall cost perspective in the public procurement process of pharmaceuticals. Better business relationships will also decrease the distrust and allow for increased service orientation, something that will improve cost efficiency and efficient use of resources in procurement processes and open up for new business opportunities. / Läkemedelsupphandling präglas idag av ett bristande helhetsperspektiv och förtroende mellan läkemedelsindustrin och upphandlande landsting i Sverige, vilka härstammar från den historiska kontexten. Det finns även en kostnadsineffektivitet till följd av en hög kostnadsfokus och det bristande helhetsperspektivet. Dessa faktorer har påverkat hur aktörerna inom läkemedelsupphandling interagerar med, och agerar i förhållande till, varandra. Situationen är något både det studerade läkemedelsbolaget (MSD Sverige AB) och de studerade upphandlarna (Region Östergötland, Region Jönköpings län samt NT-rådet) är medvetna och överens om måste förändras. Därför måste sättet läkemedelsupphandlingar görs på idag förändras för att möta existerande utmaningar och framtida sjukvårdsbehov, dock är aktörerna oense kring hur en sådan förändring praktiskt ska ske.Läkemedelsbolaget vill öka tjänsteorienteringen, genom att erbjuda läkemedelskompletterande mervärdestjänster, vilket även regionerna och NT-rådet generellt ställer sig positiva till. Dessutom vill läkemedelsbolaget uppnå ett gemensamt värdeskapande, något som upphandlade aktörer har delade åsikter kring om det är möjligt eller inte. I rapporten antas dock att ett gemensamt värdeskapande går att uppnå i det studerade systemet. Samtidigt har genomförda intervjuer visat att åsikter och tankar kring mervärdestjänster skiljer sig åt bland upphandlande aktörer, bland annat huruvida resurser finns för att förändra upphandlingsprocessen och vilken roll läkemedelsbolaget ska ha vid en ökad tjänstorientering. Det råder även delade meningar kring interaktionens utformning med läkemedelsbolaget då majoriteten av upphandlande aktörer vill ha en tydlig separation från läkemedelsindustrin, något som försvårar en utveckling av mervärdestjänster.Eftersom det existerar oenigheter kring hur en förändring av läkemedelsupphandling praktiskt ska ske och en misstro finns mellan aktörerna visar rapporten på likheter och skillnader mellan aktörerna inom fyra identifierade kärnområden: affärsrelationer, kostnadseffektivitet, strategi samt tjänsteorientering. Rapporten visar också hur en förändrad läkemedelupphandling skulle kunna gynna båda parter och läkemedelsupphandlingen som helhet. Författarna gör detta genom skapandet av ett strategiskt ramverk, vilket bygger på nyss nämnda kärnområden. Det strategiska ramverket baseras på vetenskapliga teorier och illustrerar vart aktörerna befinner sig inom respektive kärnområde idag samt vad de bör eftersträva för att teoretiskt kunna möta framtidens och dagens utmaningar i samband med läkemedelsupphandling. Regionernas största utmaningar är att förbättra kostnadseffektiviteten och resursutnyttjandet, läkemedelsbolagets största utmaning är att skapa nya affärsförutsättningar. Utgångspunkten i rapporten och det strategiska ramverket är att båda aktörer ska gynnas av författarnas slutsats då aktörerna befinner sig i en symbios-/samarbetsrelation till följd av att deras verksamheter är beroende av varandra. Därför anser författarna att ramverket måste syfta till att uppnå ett gemensamt värdeskapande för möjliggöra en positiv förändring av läkemedelsupphandling.Ramverket, vilket presenteras i rapportens slutsats, lyfter att en ökad tjänsteorientering, genom införandet av mervärdestjänster knutna till läkemedel, i samband med läkemedelsupphandling är nyckeln till ett gemensamt värdeskapande, förbättrat resursutnyttjande och mer kostnadseffektiva läkemedelsupphandlingar. Dock visar både analysen och slutsatsen på att ett gemensamt värdeskapande mellan aktörerna inte är möjligt idag, även om det i framtiden ärIVmöjligt, till följd av den existerande misstron mellan aktörerna, vilken förhindrar att en god affärsrelation skapas. Följaktligen förhindrar den dåliga affärsrelationen en ökad tjänsteorientering och ett införande av mervärdestjänster i samband med läkemedelsupphandling. Det gör i sin tur att regionerna inte kan förbättra sitt resursutnyttjande eller sin kostnadseffektivitet vid läkemedelsupphandling, dessutom får läkemedelsbolaget inga nya affärsmöjligheter. Således misslyckas båda aktörer att möta sina nuvarande och framtida utmaningar. Därför är affärsrelationer det kärnområde och den faktorn som idag är mest avgörande för att aktörerna ska kunna möta sina utmaningar, uppnå ett gemensamt värdeskapande, öka helhetsperspektivet samt förbättra läkemedelsupphandling i framtiden.

<p>This thesis studies how experiences influence the development of institutional knowledge within business relationships. It contributes to international business research by clarifying how experience develops the institutional knowledge of firms and what outcome such knowledge development has on firms’ internationalizations. The thesis identifies a need to distinguish between different types of experiences when investigating institutional knowledge development. In addition, the thesis compares different types of knowledge with institutional knowledge as to understand how firms learn to overcome cultural ignorance. </p><p>The empirical setting consists of quantitative research of small- and medium sized firms. The findings show that market-specific experiences increases a firm’s institutional knowledge whereas experiences of multiple markets contribute to the firm’s perception of a greater need of institutional knowledge when conducting business with their specific partner. However, these experience effects are influenced by firms’ mode of operation (export vs. subsidiaries) in the international markets and mediated by cultural distance. Furthermore, the results show that despite the increased complexity that experiences of multiple markets lead to, such experiences increase a firm’s competence in foreign institutional environments. In addition, the findings show that firms lacking in ability to adapt their business also perceives a lack of knowledge about a country’s institutions and the customer.</p>

As globalization facilitates trade across geographical borders, more and more small and medium-sized enterprises (SMEs) take the opportunity to internationalize, sometimes even immediately after their start-up. To enhance our understanding of how SMEs internationalize, this dissertation investigates different means of interaction that SMEs employ in foreign business relationships to develop the experiential knowledge needed for further internationalization. The investigated interaction means are high-commitment internationalization modes, low-commitment internationalization modes, business network relationships, personal network relationships, and personal interaction. Based on qualitative, longitudinal data from eight born global SMEs in the biotech field and a questionnaire survey of 188 SMEs from various industries, results show how different groups of firms apply different interaction means to develop experiential knowledge and internationalize. In particular, the results show that differences in the backgrounds of founders and managers strongly influence the means that different groups of SMEs use when interacting with foreign business counterparts. Moreover, interaction of high quality and quantity, in the form of personal interaction, reduces uncertainties and supports the development of trust and experiential knowledge in internationalizing SMEs. Personal interaction is also shown to be an especially important interaction means for firms that develop new products or new technologies in collaboration with foreign customers. Building on these results, the dissertation contribute to the development of theory about the influence of interaction on the experiential knowledge development and internationalization of SMEs in general and rapidly internationalizing SMEs in particular.

International business relationships have been widely researched over the last three decades. Themajor attention of these studies, no matter what their theoretical perspective, concerns the MNCs inthe less developing countries (LDCs). Studies that illustrate how firms in LDCs behave regardinginteraction with MNCs are slim. Therefore, this study focuses on firms in LDCs, namely Libyan firms,and their relationships with MNCs. The study reflects not only on the relationships between the localfirms with MNCs but also the impacts of other interrelated business and non-business units on theserelationships. The study employs business network theory for industrial marketing and develops amodel applicable for studying such a market.The empirical study employs a survey method which examines 60 Libyan firms’ relationships withforeign suppliers containing more than 300 questions. In the empirical part, the study shows that therelationships like technological adaptation, technological cooperation and information exchange wereawarded low values. The measures on the other hand show a high value of impact from the politicalactors and even activities in the contextual environment. The study shows in detail where and howthe political actions influence business relationships. These impacts from the local environment affectlocal firms more than the foreign suppliers, and thus have some bearing on the MNCs and local firms’relationship weaknesses and strengths.The thesis’ conceptual contribution stands on development of new notions in business network theoryby integration of the contextual environment, in other words, network environment, and examinationof their impact on the strength of the focal business relationship. The study further contributesknowledge, not only for firms and politicians in LDCs to understand the consequence of their actions,but also provides deep information for MNCs to understand issues like why firms in LDCs behave ina specific way. Such understandings facilitate the development of cooperation. The study providesinformation about a number of characteristics which are specific for the business networks of such amarket which is dependent on only one resource like oil. While most studies in the field ofinternational business regard the business activities of MNCs, more research is needed to also observethe behaviour of firms from LDCs to gain deeper knowledge on the relationship between the MNCsand local firms from LDCs. The role of political actors and the influence of dependency on one soletype of resources and aspects like change in the prices of this resource seem to be important, but arequite neglected in research in international business.

This thesis studies how experiences influence the development of institutional knowledge within business relationships. It contributes to international business research by clarifying how experience develops the institutional knowledge of firms and what outcome such knowledge development has on firms’ internationalizations. The thesis identifies a need to distinguish between different types of experiences when investigating institutional knowledge development. In addition, the thesis compares different types of knowledge with institutional knowledge as to understand how firms learn to overcome cultural ignorance. The empirical setting consists of quantitative research of small- and medium sized firms. The findings show that market-specific experiences increases a firm’s institutional knowledge whereas experiences of multiple markets contribute to the firm’s perception of a greater need of institutional knowledge when conducting business with their specific partner. However, these experience effects are influenced by firms’ mode of operation (export vs. subsidiaries) in the international markets and mediated by cultural distance. Furthermore, the results show that despite the increased complexity that experiences of multiple markets lead to, such experiences increase a firm’s competence in foreign institutional environments. In addition, the findings show that firms lacking in ability to adapt their business also perceives a lack of knowledge about a country’s institutions and the customer.