Medan en stor mängd forskning på affärsrelationer mellan företag har fokuserat på relationers utveckling efter ett avtalat samarbete, så har mindre forskning fokuserat på hur företagen först inleder och kommer fram till ett avtalat samarbete. Den forskning som finns på detta område har främst fokuserat på antingen större eller nyetablerade företag, medan mindre, redan etablerade företag inte studerats i lika stor utsträckning. En utmaning i detta är att förstå hur tillit mellan företag bildas i ett inledande skede av affärsrelationen. Detta arbete studerar därför hur tillitsbildande faktorer påverkar bildandet av affärsrelationer i mindre företag. Genom intervjuer med fem verkställande direktörer har studien illustrerat hur tillitsbildande faktorer påverkar relationsbildningen hos mindre företag. Sociala band, referenser och kommunikation anses i studien som de viktigaste faktorerna för lyckade relationsbildningar. Arbetet avslutas med att diskutera praktiska tillämpningar och rekommendationer för framtida forskning. / While a large amount of research regarding business to business relationships has focused on the development of relationships after an agreement to cooperate, less research has focused on the initial stage leading up to this agreement. Further, most of the research on this topic has focused on either large companies or startups, while small, already established ventures has not been studied to a great extent. A central issue in business relationships is how trust is initially built between companies. Using a relationship stage model and interviews with five CEO: s the study examines how trust building factors affect the development of small, already established companies relationships in the initial stage. Social bonds, references and communication are regarded in the study as the most important trust building factors for successful relationship initiation. The study concludes by discussing practical implications and recommendations for future research.

Purpose: This research aimed to identify and synthesize circular economy-oriented business model innovation opportunities for the textile and apparel industry of Bangladesh to position the business to its B2B customers by achieving a sustained competitive advantage.  Design/methodology/approach: In this study, we conducted a multiple case study, analyzing 3 case companies using an abductive method under the interpretive research philosophy. As a result of our research, we aim to understand the current perceptions of the circular economy in Bangladesh's garment industry and identify opportunities for business model innovation. Therefore, we designed a questionnaire to obtain valuable insights and opinions from 9 business practitioners. In order to gain an in-depth understanding of the respondents, semi-structured interviews and rating-based surveys were conducted. Results: As key results, three CE process has been identified as the most potential to bring BMI- are design (narrowing resource loop), production (slowing resource loop), and recycle (closing resource loop) based on which the T&A industry can position its business to achieve a sustained competitive advantage. Originality/value: To the best of the authors' knowledge, no previous research has been done on this topic. This paper establishes an integrated conceptual model which is first of a kind to integrate CE resource loops and resource-based view. The data presented here are all based on the respondents' perceptions. This thesis paper can help academics do further research on industries that face issues with value creation, and professionals can apply the suggested practical solutions implications in their industry. Key Words: Sustainability, Circular Economy, Business-to-Business Positioning, Business Model Innovation, Textile and Apparel Industry

Business relationships are crucial for succeeding in the market for companies. Therefore, start-ups must focus on establishing business relationships early on, since these naturally do not exist for new players. The purpose of this thesis is to understand how start-ups work in order to establish business relationships. This will be analysed through six key elements from literature that are necessary for start-ups to consider in relationship marketing for surviving in the market, namely trust, commitment, communication, mutual benefits, long-term perspective, and customer service. The thesis uses a case study design, focused on a start-up in the sustainable materials industry, hereafter named “The Case Company”. Semi-structured deep interviews were conducted with representatives at the company. Results show that The Case Company does actions that can fit into all of the six elements to some degree. One extra finding was identified which is prioritization. While the importance of communication was stressed by all interviewees, a lack of strategy in the medium of communication was evident. We argue that this could be due to prioritization. Moreover, a lack of customer service strategy was the other consequence of having to prioritize other areas of the business as our findings suggests. Further research could validate these findings.

Det är inte bara lagkrav som blir striktare gällande företags hållbarhetsarbete utan även intressenters förväntningar. Business-to-business och business-to-consumer företag har skilda intressenter och således förväntningar som påverkar deras hållbarhetsarbete. Denna kvalitativa fallstudie ämnar till att undersöka hur hållbarhetsarbete kan generera konkurrensfördelar i en jämförande kontext mellan business-to-business och business-to-consumer företag inom bygg- och fastighetsbranschen. Med hjälp av Carrolls CSR-pyramid och Porter och Kramer ́s ramverk för ett strategiskt CSR-arbete har företagens hållbarhetsarbeten analyserats och granskats utifrån ett konkurrensperspektiv. För att belysa företagens differentieringsstrategier har tre differentieringspunkter grundat studien vilka är produkt- och processinnovation, kundlojalitet och långsiktig lönsamhet. Resultatet visar att företagen i likhet med varandra utformar sitt hållbarhetsarbete utifrån ett socialt, ekonomiskt och miljömässigt perspektiv samt att företagen konstruerar sitt hållbarhetsarbete olika utifrån deras skilda intressenters förväntningar. Detta resulterar i att företagen har olika differentieringsstrategier inom hållbarhetsarbetet som hjälper dem generera konkurrensfördelar. Vidare framkommer det i studien att kommersiella kunder ställer högre krav på företagens hållbarhetsarbete i jämförelse med privatkunder, vilket skiljer studiens resultat från den tidigare forskningen.

Purpose: The purpose of this paper is to investigate the effects of self-efficacy, process feedback and task complexity on decisions by managers to continue or discontinue a new product after receiving negative performance feedback. Design/methodology/approach: This paper uses a classroom experiment design and uses logistic regression and a chi-square test to analyze the data. Findings: The findings of this paper show that self-efficacy, process feedback and task complexity have not only main effects but also interactive effects on managers’ go or no-go decisions; further, the main effects are mediated by interactions. The effect of self-efficacy is moderated by process feedback and task complexity. Process feedback and task complexity also have an interactive effect on decisions about new products by decision-makers. Research limitations/implications: This paper extends the theory of escalation of commitment (EOC) by showing that self-efficacy, process feedback and task complexity can influence decision-makers’ go or no-go decisions after they have received negative performance feedback. Practical implications: This paper provides useful guidelines for managers on how to reduce the likelihood of EOC. Originality/value: The originality and value of this paper lie in its being the first to examine the effects of process feedback and task complexity on the EOC.

Business dynamics have generally been driven by the ability to create and provide value to customers. Value has evolved over time having meanings from merely price to something that actually creates a competitive advantage. Nevertheless, with the fast change in market conditions, it has become relevant to understand value, how it is originated, how customers perceive it and strategies to delineate it in order to fulfil customer needs in frontier technology environments. This thesis aims to research on how value is perceived in indoor air quality and heating, ventilating and air conditioning technologies, what customers look for and what the drivers are to originate value. The study is supported in empirical data obtained through four semi-structured interviews from customers with experience in these fields working in companies in Europe. After the research, the findings in terms of value entail several factors. Customers approach value by means of performance, however, at the same time this represents a constraint since it is important to balance performance over price. The value promise is also key to comply with customer expectations and current regulations in place. Moreover, due to the fact that locations are different and the type of buildings too, flexibility is another way to adopt value especially because these technologies are expected to have long lifespans and hence, it is important to consider changes in the future. The results also suggest that sustainable value can be found, improving people’s health, reducing environmental impacts and creating key partnerships corresponding to the triple bottom line of sustainability. Finally, some discussions are given in terms of barriers to create value such as the lack of incentives or low capital to invest, followed by a trend of energy saving systems to optimize and improve current conditions in this market.

Abstract: Business-to-business (B2B) marketing involves several components including the marketing management decision-making process and the buying behaviors of the B2B clientele and the end users. Disregarding customer knowledge management (CKM) and inaccurate analysis of data cost companies billions of dollars per year. The objective of this exploratory single-case study was to develop an in-depth analysis of the problem that some marketing managers have limited knowledge of how to use CKM strategies to improve B2B customer engagement. The dynamic capabilities and technological opportunism theories comprised the study's conceptual framework. Data collection consisted of participant observations, member checking, and semistructured interviews with 4 Dallas-based, managers at various levels of responsibility within a single B2B company. The data analysis entailed using an adaptation of Giorgi's systematic text condensation and inductive coding techniques of reoccurring themes. The themes that emerged indicated a need to improve marketing strategies. These themes included developing a division wide marketing plan, devising a CKM tool, and initiating organization wide CKM protocols and training. Beneficiaries of this research are marketing managers, marketing practitioners, organizational strategy and policy makers, and students of business administration. Implications for social change include specifying the strategies that business leaders need to improve sustainability.

The unceasing ambition of companies to enhance their profitability, capture novel markets, and address the diverse and evolving needs of customers has led to an irrational surge in production and the exploitative depletion of natural resources. This unwarranted increase in production has, in turn, been accompanied by a rise in product returns by consumers, which, upon reverting to their original sources through the supply chain, has compounded the complexities of the supply chains and precipitated new pressures and burdens on the companies and their supply chains, necessitating their adept management. Likewise, the fast-moving consumer goods sector (FMCG) in Sweden has been experiencing an increasing number of product returns, which is a significant concern for both manufacturers and retailers. This thesis aims to investigate the drivers of product returns and their impact on the existing B2B supply chains to provide recommendations for reducing their impact and frequency. The research methodology includes a review of the previous scientific literature related to the topic, participant observations, and semi-structured interviews with key stakeholders in the industry. A qualitative approach has been adopted using a case study method, and thematic analysis was utilized. The results show that the main drivers for product returns between businesses in the Swedish FMCG sector are quality, contracts, customer service, and legislation, all of which contribute to disruptive effects within the existing B2B supply chains. Furthermore, the study reveals four types of disturbances associated with product returns, including logistical, sustainability, operational, and cost and value-related disruptions. This thesis provides insights into the challenges and opportunities associated with product returns in the Swedish FMCG sector and highlights the need for suppliers to adopt a proactive approach to managing returns to remain competitive in the market.

Background: Robotic lawnmowers are autonomous outdoor mobile robots designed to mow the lawn autonomously. The robotic lawnmower market is rapidly growing and constantly developing. However, adopting robotic lawnmowers on golf courses has been relatively slow due to concerns about game interference, job displacement, and hesitations towards new technology. Factors that caused new challenges for providers in the industry regarding understanding and managing the expectations of professional customers in implementing this technology.    Purpose: Establish how professional golf customers' expectations evolve throughout the customer purchase journey of robotic lawnmowers.    Method: The study is based on the interpretivism paradigm and follows inductive reasoning. By using semi-structured interviews following a purposive sampling approach, qualitative data was created, and an exploratory case study was conducted.    Conclusion: The research developed the current literature on customer purchase journeys and established how customer expectations evolve throughout the journey. Several vital touchpoints were detected, and the study suggests that the customer purchase journey of robotic lawnmowers for professional golf customers has four critical phases: Pre-Purchase, Purchase, Handover, and Post-Purchase. In addition, the findings shed light on how customers' expectations in the purchase journey influenced expectations regarding providers' strategic decision-making.

This research is a qualitative case study at the industrial business-to-business startup Nytt Tech aiming to understand how startups work with networkbased relationship marketing in the early phase and how they gain access to the business network and benefit from creating relationships. The following research question is presented: How can a business-to-business startup gain access to and benefit from the business network to create relationships? The study is limited to Nytt Tech and the circumstances that prevail for them. As a basis, unstructured and semi-structured interviews have been held with the employees and key customers to understand how success has arisen so far and then examine how it can be further developed. The data has been processed and analyzed using the ARA-model as the theoretical framework. The study finds multiple drivers which will help Nytt Tech for continued growth. In terms of Actors, the close collaboration with their customers contributes to both knowledge and feedback. Simultaneously, it generates revenue and spreads the word, which can cause more paying customers. In terms of Resources, the close collaboration between university and industry is an essential resource in several areas; recruitment of talented and ambitious students, product development deeply rooted in research, and direct opportunity to apply the theory in practice. Finally, in terms of Activities, direct contact reduces the risk of creating a distance between the company's offer and the customer's actual needs, leading to increased success. To conclude, companies can gain access to and benefit from the business network by activating direct and indirect business relationships and working closely together over time. A startup company may not have established business relationships, but its people do. Each person has a network that is combined uniquely. Therefore, recommendations are given that the case company should continue to work closely and use their own and partners' business networks to access new potential customers.