<p>E-commerce presents a new format for doing business. It creates an efficient, yet complex, system providing potential time and cost savings. The main question is then how a comprehensive strategy is developed to outline the new process. Whether an MNC can successfully develop an e-commerce strategy or not, depends on their understanding of customers within their global environment and the secure transfer of customer information. They must adjust their company operations to concentrate on identifying sources of customer relationship management, such as segmentation, needs and abilities, benefits, values, buying behaviour and trust aspects. Companies need to differentiate their ecommerce approaches from their competition, in order to enable and motivate their transition to an online system.</p><p>In the case of our methodology, a qualitative, single case study approach of Electrolux Professional Laundry Group was used. Interviews of their customers and sales offices from around Europe determined their understanding and opinions of the closure of warehouses to concentrate on e-commerce within the company. Findings indicate that there is a need to clarify the role of the system, the safety of the customer's information and how it relates to the responsibilities of the sales offices in question. In addition, customers must be carefully researched in order to make the new system congruent with their purchasing preferences and abilities. Once created, a clear model is established to determine their affects on the process of creating a successful e-commerce strategy.</p><p>Due to the increasing presence of e-commerce amongst competition in Electrolux's industry, the need to develop a detailed e-commerce strategy is crucial. Their products and services are some of the highest-rated in the industry, but their e-commerce system needs to be improved to match the standards of their well-known brand name. Therefore, careful development of their e-commerce operations will require detailed attention to every stage of the strategy process.</p>

The main purpose of this doctoral dissertation is to investigate factors affecting B2B brand building by applying the brand equity perspective in the professional services context. Three peer-reviewed and published articles and one book chapter examine different aspects related to the enhancement of brand equity and brand building in the B2B context. The first paper entitled “Brand equity in the business-to-business context: Examining the structural composition” (Biedenbach 2012) investigates the structural composition of brand equity and the interrelationships between the dimensions of brand equity in the B2B context. By specifying the multidimensional model, which can be utilized for measuring and managing B2B brand equity, the paper provides initial knowledge on how the companies can build a strong B2B brand across four dimensions of brand equity. The second paper entitled “B2B brand equity: Investigating the impact of contextual factors” (Biedenbach 2010) examines the impact of contextual factors in the organizational decision making process on the formation of B2B brand equity. The book chapter expands knowledge on B2B brand building by portraying how such characteristics of customers as relative size of their company and its industry sector can affect B2B brand building. The third paper entitled “The impact of customer experience on brand equity in a business-to-business services setting” (Biedenbach and Marell 2010) investigates the impact of customer experience on brand equity in the professional services setting. The study clarifies how customer experience can be utilized for building a strong B2B brand. The fourth paper entitled “Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer-employee rapport” (Biedenbach, Bengtsson, and Wincent 2011) examines whether factors related to customers’ perception of employees’ role behavior in terms of customer perceived role ambiguity, role overload, and customer-employee rapport influence the development of brand equity in the professional service context. The paper advances knowledge on B2B brand building by considering the potential role of the company employees and consequences that their behavior can lead to in this process. To conclude, the doctoral dissertation demonstrates that the brand equity perspective can serve as a valuable foundation for theoretically understanding and practically managing B2B brand building.

The content of customer-perceived value has in this study been explored with the aim of providing an understanding of the concept. The evolving service-centered logic for marketing puts an emphasis on value, especially the value perceived and determined by the customer. Concurrently, a development is recognized within the industrial business-to-business sector where goods and services are packaged into total service offerings – with an increasing prominence for services. This is the background of the study. The study itself was conducted in order to elucidate the concept of customer-perceived value in a context where total service offerings are provided within dyadic business-to-business relationships. The conceptual framework, guiding the empirical study, has its points of departure in the field of service research. A case study conducted in the commercial aircraft engine maintenance industry has provided a description – depicted in value maps – of context-specific attributes forming the dimensions of customer-perceived value. It is suggested that customer-perceived value is created at three levels; at a product level, at a partnership level, and at a psychological level. Furthermore, the value maps clarify the double nature of customer-perceived value, which is found to have both an origin side – how the service provider should act to deliver value – and a side illuminating the more or less monetarily quantifiable effects of value. The origin and effect of customer-perceived value are proposed to be explained by a model where the notion of “flow” is central. Flows of goods, information, risk, involvement, and money intersect the value features and provide the sources of value on the origin side of customer-perceived value. The effects can be traced to the flows of revenue benefits, cost benefits, interest effects, and costs to use. Concurrently, flows both build, and are filtrated by, “trust” during the process in which the customer’s perception of value comes into being. On the effect-side of value, the concepts stochasticity and substantiality are introduced in order to capture the uncertainties that make translations into monetary terms difficult. The outcome of the abductive reasoning in the final phase of the investigation is a conceptual model – proposed as the main contribution of the study – summarizing aspects of customer-perceived value. My definition of customer-perceived value, together with a list clarifying the many facets of the concept, concludes the study.

La tesi circoscrive il tema del valore nell'ambito delle diverse discipline dell'economia e gestione di impresa, ponendo un 'attenzione particolare agli studi di marketing dove, a fronte del grande interesse manifestato negli anni passati, si riscontra ora un certo calo di interesse verso lo studio del costrutto. Date queste premesse si è cercato di individuare una nicchia teorica ancora parzialmente inesplorata, ma che fosse espressione di un problema economicamente rilevante, sia a livello concettuale che in termini di implicazioni manageriali: si è deciso pertanto di studiare il valore delle relazioni nei mercati business to business. Nello specifico le domande di ricerca possono essere così sintetizzate: 1. Cos'è e come si rappresenta il valore di una relazione nei mercati business to business? 2. Esiste un legame tra complessità percepita e valore attribuito alla relazione? E se questo legame esiste, quali sono le ragioni che lo inducono? 3. Sono presenti in azienda strumenti o metodologie finalizzati a misurare il valore delle relazioni? L'indagine è stata applicata ad un mercato high-tech, quello dell' ICT Security, all'interno del quale sono state analizzate otto diadi e tre triadi relazionali. Rispetto alle domande di ricerca inizialmente formulate si ritiene che la conclusione di questo percorso abbia portato ad ottenere una definizione di valore delle relazioni, ad individuare una modalità di rappresentazione del valore per livelli di analisi e per aree di valore relazionale, ad esplorare il legame tra complessità percepita e valore e a verificare l'effettivo utilizzo di strumenti di misurazione del valore nella pratica aziendale. / Understanding value is a crucial task in business markets. Relationships are not all identical, some of them are more important and profitable than others and this consciousness can guide managers in addressing resources in their customer/supplier relationship portfolio (Gadde, Snehota, 2000). In past studies, value has often been associated with the concept of exchange, of product and service, leaving out relationship components, and thus leading to an incomplete representation of this concept. It was possible to go only partly beyond this limit through the introduction of the concept of relationship value, which represents a relatively new research area in the studies on business markets. This thesis aims at understanding what Relationship Value represents both for customers and suppliers and how it can be represented through the analysis of 8 dyads and 3 triads (25 in-depth interviews) in the ICT Security Industry. This verification enabled to show that the concept of relationship value is part of a logic which can be applied both to the customer and to the supplier, whose point of view has often been neglected in the literature or associated with financial indicators. This study identifies a model of the areas of relationship value, within which it is possible to include the relationships on the basis of the concepts of desired, perceived and generated value.

This study extends our understanding of how information systems impact business value creation by examining the effect of digital enablement of business-to-business exchange on customer outcomes. We shed light on the connection between information technology investment and firm performance by focusing on how information technology is used (Devaraj and Kohli 2003) in an industrial services context and by highlighting the importance of indirect effects (Mittal and Nault 2009). A conceptual model is developed that combines a customer centric perspective (Sheth et al. 2000) with elements from the information systems success framework (DeLone and McLean 1992, DeLone and McLean 2003). Mediating factors are identified in the chain of effects from information technology specific business-to-business service quality characteristics to customer outcomes. In addition, we consider two contextual factors, relationship duration and customer dependence, which are known to alter the nature of buyer-supplier relationships but which have received little attention in research on digital enablement of business-to-business exchange. An empirical test of hypothesized relationships was performed using subjective and objective archival data from business-to-business exchange relationships for a logistics services vendor. All expected main effects were confirmed. Customer satisfaction was found to be a significant mediator in the chain of effects from information technology specific business-to-business service quality characteristics to customer outcomes. In addition, logistics service quality was found to mediate the relationships between system quality and customer satisfaction and between information quality and customer satisfaction. The hypothesized moderating effects, however, were not found to be significant. Robustness of the findings was confirmed by testing model hypotheses using data from exchange relationships with customers in two different industries, manufacturing and wholesale trade. Differences in analysis results are consistent with industry differences. This study contributes to the literatures on interorganizational information systems (Rai et al. 2006) and information technology business value (Melville et al. 2004) by identifying mediating mechanisms in the chain of effects from digital enablement of exchange to customer outcomes. Explication of mediating mechanisms improves our understanding about the indirect nature of impacts from information technology. This study also contributes to the literature on information systems by extending DeLone and McLean's (2003) model of information systems success to the context of business-to-business exchange relationships. In addition, this study contributes to the literature on services marketing (Zeithaml and Bitner 2003, Berry and Parasuraman 1993) by showing how system quality and information quality impact logistics service quality and customer satisfaction in a business-to-business exchange context.

Business-to-business relationships within sustained monopolies, such as those within Defence Procurement, have received limited attention by Management Researchers. This is unusual because under these market circumstances typically there appear to be few incentives to achieve mutually beneficial outcomes despite their strategic policy importance. The purpose of this thesis is therefore, to determine the influential relationship factors between the UK Ministry of Defence and its Industrial partners within a predominantly monopolistic Defence Procurement business. The approach adopted for this research project is exploratory and inter-subject area. It uses quantitative and supportive qualitative data to examine the problem through an economic model using Supply Chain Management, Relationship Marketing and Transaction Cost Economics. A self-selected census of 54 business relationships is carried out from both the buyer and supplier perspectives through staff questionnaires and team leader semi-structured interviews. The findings from this research show, contrary to the expectation of the theoretical model, a positive relationship success situation with a spectrum of both positive and negative behavioural factors present. However, a significant adversarial influence is a suite of issues that are endemic to the business in question such as old products, obsolescence, staff and organisational upheavals, poor end-customer visibility and lack of investment in modern procedures and systems. Within the monopoly environment these accentuate managers’ frustrations due to lack of freedom of action. The primary contribution of this research is therefore, an increased understanding of the business-to-business relationship dynamics within long-term, closely coupled, collaborative, business-to-business arrangements as exemplified by UK Defence and the results are likely to be of interest to both academics and managers.

Purpose:The purpose of this master dissertation is to examine current research on trust and its building process in business to business relationship from marketing and behavioral sciences perspectives. Research Questions: (1) What relationships do inter-organizational trust and inter-personal trust have? (2) How trust is built from perspectives of business and behavioral sciences? (3) What benefits and limitations do trust researches in behavioral sciences have, comparing to trust research in marketing? Research Design/Methodology: Qualitative research conducted a literature review between business administration and behavioral sciences, and interdisciplinary interviews with nine scholars and four business managers. Meanwhile, criteria are generated to ensure research quality. Findings: The finding of this research claims that interpersonal and interorganizational trusts are linked with organizational learning theory. Trust-building process is a social cognition sequence, which developed based on theory of social cognition and social interaction. A conceptual framework of trust-building process on the basis of social cognition was developed. Managerial Implications: This research suggests that mangers need to improve companies’ learning and cognition capability in order to identify new business opportunities, reduce the risk on mistakenly trust ineptitude partners, and increase companies’ competitive advantages.

E-commerce presents a new format for doing business. It creates an efficient, yet complex, system providing potential time and cost savings. The main question is then how a comprehensive strategy is developed to outline the new process. Whether an MNC can successfully develop an e-commerce strategy or not, depends on their understanding of customers within their global environment and the secure transfer of customer information. They must adjust their company operations to concentrate on identifying sources of customer relationship management, such as segmentation, needs and abilities, benefits, values, buying behaviour and trust aspects. Companies need to differentiate their ecommerce approaches from their competition, in order to enable and motivate their transition to an online system. In the case of our methodology, a qualitative, single case study approach of Electrolux Professional Laundry Group was used. Interviews of their customers and sales offices from around Europe determined their understanding and opinions of the closure of warehouses to concentrate on e-commerce within the company. Findings indicate that there is a need to clarify the role of the system, the safety of the customer's information and how it relates to the responsibilities of the sales offices in question. In addition, customers must be carefully researched in order to make the new system congruent with their purchasing preferences and abilities. Once created, a clear model is established to determine their affects on the process of creating a successful e-commerce strategy. Due to the increasing presence of e-commerce amongst competition in Electrolux's industry, the need to develop a detailed e-commerce strategy is crucial. Their products and services are some of the highest-rated in the industry, but their e-commerce system needs to be improved to match the standards of their well-known brand name. Therefore, careful development of their e-commerce operations will require detailed attention to every stage of the strategy process.

Branscherna mobila företagstjänster och webbteknik har svårt att utnyttja det kundupplevda värdet i sin marknadsföring, då de tillhandahåller produkter som befinner sig i gränslandet mellan varor och tjänster. I dagsläget finns det inga marknadsföringsteorier som behandlar dessa produkter. Syftet med detta kandidatarbete är att föreslå en modell för marknadsföring av produkter i gränslandet mellan varor och tjänster. Modellen kommer att fokusera kring kundupplevt värde. Empiriinsamlingen har skett genom kvalitativa intervjuer. Vi har valt kvalitativa intervjuer för att få fram ett resultat som är användbart vid analys och vidare för att kunna dra relevanta slutsatser. Vi har intervjuat tio olika företag inom branscherna mobila företagstjänster och webbteknik. Respondent är den marknadsansvariga eller den verkställande direktören inom företagen. I analysen ställs vår empiriinsamling i förhållandet till våra valda teorier. Baserat på materialet i analysen drogs slutsatser som sedan låg till grund för vår modell för marknadsföring av produkter som befinner sig i gränslandet mellan varor och tjänster. Resultatet påvisade brister i dagens marknadsföringsteorier. Företag kategoriseras utefter den specifika branschen vilket medför att man förlorar fokus på kunden. Kunden är den viktigaste komponenten vid marknadsföring av produkter som befinner sig i gränslandet mellan varor och tjänster. Eftersom företagen tillhandahåller produkter som är svårförståliga för kunden, samt till viss del är immateriella, är det viktigt att vid marknadsföring utgå ifrån kunden, och inte marknaden eller företaget i sig. Det är det kundupplevda värdet som är viktigt att förmedla. Produkter som befinner sig i gränslandet mellan varor och tjänster måste skapa resultat som är upplevda och önskade av kunden för att kunna skapa ett verkligt kundvärde. / The business types mobile business services and webb technology has a hard time taking advantage of the value experienced by its costumers, since they supply products that are on the borderline between goods and services. Today, no marketing theory deals with this kind of products. The purpose with this thesis is to propose a marketing model for products in between goods and services. The focus of the model will be costumer experienced value. Our empirics have been collected through qualitative interviews. We have chosen this way of collecting empiric to get a result that is usable in our analysis and possible to draw relevant conclusions from. We interviewed ten different companies within the business types mobile business services and webb technology. The respondent part has been the marketing manager or managing director within the company. In the analysis, our empiric material will be put in relation to our chosen theories. Based on the material in the analysis we pulled conclusions that later on became the basis of our own model for marketing of products that are at the borderline between good and services. Our results showed clear scarcity in today’s marketing theories for this type of business. Companies and business organisations are categorized by the specific type of business they belong to and this makes them loose focus on what is important, the costumers. The costumer is the most important part in marketing of products in the borderline between goods and services. Since the companies supply products that sometimes is difficult to understand, and partly intangible, it is exceptionally important that they see it from the costumer’s point of view, and not the market or the business. It is the value experienced by the costumers that is important to communicate. Products in the borderline between goods and services have to create results that are experienced and whished for by the costumer to create a true costumer value.

Food supply chains are dominated by multiple retailing companies with high market power. There is a raising concern about multiple retailers’ practicing in their relationships with suppliers. In some cases, multiple retailers may behave opportunistically against their suppliers. This could negatively impact suppliers’ operations, the whole chain’s competitiveness and in the long term even consumers’ welfare. Even though the issue is of high importance no studies have attempted to examine it empirically in the past. The aim of this study is to investigate potential multiple retailers’ opportunism in the supply chain in the Greek food sector. For this reason a conceptual model describing the creation of multiple retailers’ opportunism was developed. A combination of qualitative and quantitative research methods was applied in order to confirm the conceptual model. In-depth interviews with practitioners preliminarily confirmed the model and gave valuable contextual specific information. A large scale survey in a sample of 398 food suppliers gave significant results concerning multiple retailers’ opportunistic behaviors. Structural Equation Modeling was applied for data analysis. The study confirmed the developed model and showed that in some cases retailers may adopt opportunistic practices. Goal incompatibility between the exchange partners and suppliers’ dependence on their big customers are the most important factors creating opportunism. In addition, the study found that small suppliers and suppliers who compete with own brand products face higher levels of opportunism. Excessive payments to retailers, agreement violations and negotiation pressures are the three emerged underlying dimensions of retailers’ opportunism. The findings of the study can be used by suppliers for mitigating retailers’ opportunistic behavior and also for increasing their awareness concerning the requirements of such a relationship. In addition, retailers could obtain significant insights for the suppliers’ perceptions concerning their relationships. / Οι μεγάλες επιχειρήσεις λιανικής πώλησης έχουν αποκτήσει μεγάλη δύναμη και κυριαρχούν στις εφοδιαστικές αλυσίδες στον κλάδο τροφίμων. Αυτό έχει δημιουργήσει μία αυξανόμενη ανησυχία σχετικά με τις πρακτικές που ακολουθούν οι μεγάλες επιχειρήσεις λιανικής πώλησης στις σχέσεις τους με τους προμηθευτές. Κάποιες φορές οι επιχειρήσεις λιανικής πώλησης συμπεριφέρονται οπορτουνιστικά απέναντι στους προμηθευτές τους. Το γεγονός αυτό μπορεί να επηρεάσει αρνητικά την λειτουργία των προμηθευτών, την ανταγωνιστικότητα όλης της εφοδιαστικής αλυσίδας και μακροπρόθεσμα την ευημερία του καταναλωτή. Αν και το συγκεκριμένο ερευνητικό αντικείμενο είναι ιδιαίτερα σημαντικό δεν έχουν πραγματοποιηθεί εμπειρικές μελέτες που εστιάζουν σε αυτό. Στόχος της παρούσας μελέτης είναι να διερευνήσει τον πιθανό οπορτουνισμό των επιχειρήσεων λιανικής πώλησης στην εφοδιαστική αλυσίδα στον κλάδο τροφίμων στην Ελλάδα. Για το σκοπό αυτό αναπτύχθηκε ένα ερευνητικό μοντέλο που περιγράφει την δημιουργία οπορτουνισμού από την πλευρά των μεγάλων επιχειρήσεων λιανικής πώλησης. Για την εξέταση και επιβεβαίωση του ερευνητικού μοντέλου χρησιμοποιήθηκε ένας συνδυασμός ποιοτικών και ποσοτικών ερευνητικών μεθόδων. Αρχικά διεξήχθησαν συνεντεύξεις σε βάθος με στελέχη επιχειρήσεων τροφίμων οι οποίες επιβεβαίωσαν το μοντέλο σε πρώτη φάση και έδωσαν σημαντικές πληροφορίες σχετικά με τις σχέσεις προμηθευτών-επιχειρήσεων λιανικής πώλησης στην Ελληνική αγορά. Επιπλέον, πραγματοποιήθηκε μεγάλης κλίμακας έρευνα δημοσκόπησης σε 398 προμηθευτές τροφίμων από την οποία προέκυψαν σημαντικά αποτελέσματα σχετικά με την οπορτουνιστική συμπεριφορά των επιχειρήσεων λιανικής πώλησης. Τα δεδομένα της έρευνας δημοσκόπησης αναλύθηκαν με τη χρήση Μοντέλου Δομικών Εξισώσεων. Η μελέτη επιβεβαίωσε το ερευνητικό μοντέλο που αναπτύχθηκε και έδειξε ότι σε μερικές περιπτώσεις οι επιχειρήσεις λιανικής πώλησης μπορεί να υιοθετήσουν οπορτουνιστικές πρακτικές. Η ασυμφωνία στόχων μεταξύ των συνεργατών και η μεγάλη εξάρτηση των προμηθευτών από τις επιχειρήσεις λιανικής πώλησης είναι οι πιο σημαντικοί παράγοντες δημιουργίας οπορτουνισμού. Επιπλέον, τα αποτελέσματα έδειξαν ότι οι μικρότεροι προμηθευτές και οι προμηθευτές που ανταγωνίζονται προϊόντα ιδιωτικής ετικέτας αντιμετωπίζουν υψηλότερα επίπεδα οπορτουνισμού. Υπερβολικές πληρωμές προς τις επιχειρήσεις λιανικής πώλησης, παραβίαση μέρους των συμφωνιών και διαπραγματευτικές πιέσεις είναι οι βασικές διαστάσεις των εξεταζόμενων πρακτικών. Τα αποτελέσματα της μελέτης μπορούν να χρησιμοποιηθούν από τους προμηθευτές ώστε να αμβλύνουν την οπορτουνιστική συμπεριφορά των επιχειρήσεων λιανικής πώλησης αλλά και για να αυξήσουν την γνώση των προμηθευτών σχετικά με τις απαιτήσεις που παρουσιάζουν οι εμπορικές σχέσεις με μεγάλους πελάτες. Τα ευρήματα της μελέτης είναι ιδιαιτέρως χρήσιμα και για τις επιχειρήσεις λιανικής πώλησης οι οποίες μπορούν να αποκτήσουν σημαντικές πληροφορίες σχετικά με τις αντιλήψεις των προμηθευτών για τις εμπορικές σχέσεις τους.