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In the dynamic landscape of global commerce, the business-to-business (B2B) sector stands out for its significance and changing nature. Traditional values used to evaluate a supplier, such as price and quality, are becoming accompanied by "soft" values, such as cultural and social fit. This change makes the B2B market more intricate and illuminates a fundamental change in how businesses and customers evaluate their relationships. Another factor straining the relationship between companies and customers is prolonged lead times, i.e., when the lead time is longer than usual. Prolonged lead times are an imperative problem for markets and companies, heavily affecting customer retention and relationships, and can result in a loss of business and monetary punishments. Given the changes in how businesses and customers evaluate B2B relationships and the effects of prolonged lead times, companies must evaluate and develop existing customer retention strategies to meet the changing demands. Thus, this thesis explores how B2B companies with long lead times can manage and develop their customer relationships to increase customer retention and decrease customer churn in the long term.  Given the comprehensive scope of the thesis, the literature review assumes a pivotal role. It provides the foundation for answering the purpose and research questions, including relationship marketing, organizational buying behavior, switching behavior, and customer success management. In addition to the literature review, 19 semi-structured interviews were conducted to collect primary data. The primary data was later analyzed through thematic analysis to assist answering the purpose and research questions. A descriptive purpose and deductive and qualitative approach characterize the thesis.  The thesis reached the following conclusions concerning factors affecting the willingness to remain in a long-term B2B relationship: Delivery and track record are standard evaluation criteria for customers evaluating a supplier, heavily affecting the willingness to remain in a long-term B2B relationship. Relationship value dependence is critical in the willingness to remain in a long-term B2B relationship. Relationship development affects commitment, trust, communication, transparency, and customer satisfaction, which are critical factors. Non-task dimensions, such as the degree of innovation and values, are becoming more prevalent concerns for customers evaluating their suppliers. Value in Use monitoring and Value in Use enhancement measures, i.e., value measurements during and after a process, affect the willingness to remain in a long-term B2B relationship. Co-creation is increasingly prioritized and positively affects the willingness to remain in a long-term B2B relationship. / I globala handelns dynamiska landskap sticker B2B-marknaden ut för sin betydelse och förändrande natur. Traditionella värderingar använda för att utvärdera en leverantör, till exempel pris och kvalitet, blir numera en del av en större utvärdering, där mjuka värderingar, till exempel kulturell och social lämplighet, blir allt vanligare. Dessa förändringar gör B2B-marknaden mer invecklad och belyser den fundamentala förändringen i hur företag och kunder utvärderar sin relation. En annan faktor som påverkar förhållandet mellan företag och kunder är förlängda ledtider, det vill säga när ledtiden är längre än vanligt. Förlängda ledtider är ett signifikant problem för marknadsförare och företag som påverkar kundretention och förhållandet, samt kan medföra risken att förlora en affär eller monetära bestraffningar.  Givet förändringarna i hur företag och kunder utvärderar sitt förhållande samt effekterna från förlängda ledtider måste företag utvärdera och utveckla sina befintliga kundretentionsstrategier för att möta kundernas förändrande krav. Således undersöker denna masteruppsats hur B2B-företag med förlängda ledtider kan hantera och utveckla sina kundrelationer för att öka kundretention och minska kundomsättning på lång sikt.  Givet studiens omfattning ges litteraturstudien en betydande roll. Litteraturstudien är basen för besvarandet av syftet och forskningsfrågorna, och inkluderar relationsmarknadsföring, organisatoriskt köpbeteende, bytesbeteende och customer success management. Utöver litteraturstudien genomfördes 19 semi-strukturerade intervjuer för att samla in primärdata, som sedan analyserades med hjälp av tematisk analys för att underlätta besvarandet av syftet och forskningsfrågorna. Uppsatsen karaktäriseras av ett deskriptivt syfte med deduktiv och kvalitativ ansats.   Studien resulterade i följande slutsatser avseende vilka faktorer som påverkar benägenheten att stanna i en långsiktigt B2B-relation: Leverans och historisk framgång är vanligt förekommande utvärderingskriterier för kunder som utvärderar en leverantör med stor påverkan på benägenheten att stanna i en långsiktigt B2B-relation. Beroendet av värdet från förhållandet är kritiskt när det kommer till benägenheten att stanna i en långsiktigt B2B-relation. Utvecklingen av relationen påverkar de kritiska faktorerna engagemang, tillit, kommunikation, transparens och kundnöjdhet. Olika roller inom köpprocessen är unika och mötesdeltagare bör anpassas. Non-task dimensioner, till exempel grad av innovation och värderingar blir alltmer vanligt förekommande kriterier när kunder utvärderar sina leverantörer. Value in Use monitoring och Value in Use enhancement, det vill säga mätningar under och efter en process, påverkar benägenheten att stanna i en långsiktigt B2B-relation. Samskapande blir alltmer prioriterat och påverkar benägenheten att stanna i en långsiktigt B2B-relation positivt.

Background: Chatbots have developed from simple algorithmic tools to advanced systems that automate and personalise B2B customer interactions, therefore improving CRM through the efficiency of service and customer satisfaction. Purpose: The purpose of this thesis is to explore the potential of chatbots as a solution to address the challenges faced by B2B customer service in today's business environment. Method: This chapter explains the utilisation of semi-structured interviews in relation to discovering challenges and later on the possible chatbot solutions for B2B customer service. It includes details on the selection of participants, data collection, and methods for data analysis. Findings: The study explores challenges and strategies in B2B customer service, where high inquiry volumes, after-hours contact, and the need for more staff are prominent issues. Factors for quality service include time, staff training, and efficient communication channels. Trust and consistency are upheld through internal communication tools and CRM technology. The participants commented on the need for quick responses and discussed the future use of technologies like chatbots. Conclusion: This thesis focuses on how chatbots can enhance B2B customer service through efficient handling of high-volume inquiries, ensuring GDPR compliance, and balancing automated responses with personalised engagement. These capabilities further service responsiveness and personalization, leading to increasing customer satisfaction and loyalty in B2B environments.

In the digital era, the question of however the role of traditional relationship marketing methods is still relevant in the landscape of business-to-business (B2B) interactions. This thesis highlights the gap of understanding how traditional and digital relationship marketing coexist within a B2B context. While the magnitude of literature has primarily focused on business-to-consumer marketing, the B2B area remains unexplored in comparison to its economic significance. This thesis therefore aims to contribute to the literature by investigating how traditional and digital relationship marketing coexists for building and maintaining relationships that have a positive impact on business development. To address our purpose, we have conducted a qualitative study, using semi- structed interviews, an inductive approach and exploratory research design, investigates the coexistence of traditional and digital relationship marketing within a B2B context. Further aiming to clarify their roles in fostering business development and network establishment. We collected primary data from six local businesses embedded in B2B networks to help us answer our research question How does traditional and digital relationship marketing coexist? Based on a combination of historical perspective, theoretical framework, and empirical data, this thesis finds that both methods are essential for fostering successful relationships. With traditional methods, like face-to-face (F2F) interactions building trust and commitment, while digital tools facilitate efficient communication and global reach. The thesis conclude that the coexistence of traditional and digital methods allows firms to balance relationship depth and efficiency, driving mutual value and sustainable growth in dynamic business environments.

The following research focuses on the dualism between standardization and localization of advertisement content. The analysis focuses on two pieces of advertisement content designed for the Chinese market and the US market by an electronics manufacturing company that follows a business-to-business strategy. The analysis will be supported by an extensive theoretical background and interviews conducted among the employees. The research aims at finding out which approach, between standardization and globalization, is most viable for the company and whether or not the theory supporting localization and cultural values diversity is valid or needs to be reconsidered and re adapted to the modern business scenario. Keywords: cross-cultural analysis, standardization, localization, advertisements, business-to-business.

Submitted by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-22T13:48:48Z No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-22T13:49:29Z (GMT) No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-22T13:49:37Z (GMT) No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) / Made available in DSpace on 2013-10-22T13:50:08Z (GMT). No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) Previous issue date: 2010 / Considerando o crescente número de empresas brasileiras que tem investido em unidades operacionais no exterior e a necessidade de criar a identidade de uma corporação transnacional, esta pesquisa objetivou explorar a existência e a influência de um processo estruturado de construção de marca corporativa global por parte de empresas transnacionais brasileiras do segmento business to business. Um estudo múltiplo de casos foi realizado entre cinco empresas significativas listadas no ranking de transnacionalidade. Ao final desta pesquisa, foi possível verificar que embora todas as empresas estudadas afirmarem possuir um processo de construção de marca corporativa global, tal fato não se confirmou. Também verificou-se que o nível de maturidade do processo entre as empresas é diverso, bem como a sua importância no sucesso da internacionalização, diante das características distintas das corporações estudadas. Uma série de dificuldades neste processo, bem como as soluções adotadas e propostas são indicadas. A relevância dos diversos stakeholders no Brasil e no exterior no processo de internacionalização foi analisada, e entre as empresas estudadas não houve uma forte distinção destes no Brasil e no exterior. Verificou-se haver aderência entre os processos espontâneos de construção de marca corporativa das empresas e as linhas de pensamento dos pesquisadores estudados, existindo peculiaridades na maneira em como o processo se estabelece e em como a identidade corporativa se expressa. / Considering the increasing number of Brazilian companies that have invested in operational units overseas and need to establish the identity of a transnational corporation, this research aimed to explore the existence and the influence of a structured process of building a global corporate brand by Brazilian TNCs from the business to business segment. A multiple case study was conducted between five major companies listed in the ranking of transnationality. At the end of this study, we observed that although all the studied companies claimed to have a process of building the corporate brand globally, that fact was not confirmed. It was observed that the maturity level of the process and its importance in the success of the internationalization is diverse among companies, given the distinct characteristics of the corporations studied. A number of difficulties in this process and the solutions adopted and proposals are indicated. The relevance of the various stakeholders in Brazil and abroad in the internationalization process was analyzed, and among the studied companies there were not solid differences in Brazil and abroad. It was found to have adhesion between the spontaneous processes of building the corporate brand and the lines of thought of the researchers studied, even though there are peculiarities in the way as the process is established and how the corporate identity is expressed. KEYWORDS:

This thesis project was conducted at Sandvik and builds on a previous project, also conducted at Sandvik by the same authors, during the autumn of 2019. The work is part of a newly established ambidextrous development team that is split into an innovation branch and an execution branch, with the goal to become a digital factory. A part of this thesis project is to conduct Research-to-Development (RTD) work for a future product possibility. However, the product being developed is dependent on underlying technology and infrastructure that the execution branch is simultaneously developing and establishing. Furthermore, the aim of the team is to improve Sandvik’s digital offering within the mining and construction industry which remains quite non-digitalised. The recent push for digital transformation within this industry is challenging large international companies to discover new ways of communicating advanced product ideas while working with product innovation, but also to identify and overcome organisational implementation obstacles and build lasting co-creation relationships with Business-to-Business (B2B) customers. Therefore, the purposes of this thesis were to: (1) find an optimal way of conducting RTD projects to develop product concepts that are validated with both customers and the organisation; (2) find ways of initiating and establishing a lasting co-creation relationship with B2B customers and to efficiently communicate product ideas and concepts that are dependent on underlying technology and infrastructure that have not been developed, implemented, or established yet; and (3) find a suitable way of collaborating within ambidextrous organisations when conducting RTD projects, and to clearly define the contents of a product handover. The results are based on literature, qualitative interviews with innovation experts and stakeholders, four separate user tests, and questionnaires. The findings were evaluated and improved by performing qualitative analysis and incorporating received stakeholder feedback, which led to the development of a framework for co-creation with B2B customers called the Temporary Innovation Space that can be applied to develop and validate product concepts with both customers and the internal organisation. It also addresses how to build a lasting co-creation relationship with B2B customers. Additionally, a part of the results clearly defines the contents of a product handover in an ambidextrous setup. Finally, interesting reflections and observations regarding collaboration, communication, cross-functional integration, co-creative relationships, effects of the COVID-19 pandemic, and more are discussed, and a few suggestions for further research are presented. / Det här arbetet utfördes på Sandvik och baseras på ett tidigare projekt som också utfördes på Sandvik av examensarbetets författare under hösten 2019. Arbetet är en del av ett nyligen etablerat och ambidextriöst utvecklingsteam som är uppdelat i en innovationsdel och en exekveringsdel med målet att bli en digital fabrik. En del av detta arbete inkluderar att utföra forskningsarbete till utvecklingen av en framtida produktmöjlighet (Research-To-Development, RTD). Samtidigt så är produkten som utvecklas beroende av underliggande teknologi och infrastruktur som inte ännu har utvecklats eller etablerats av exekveringsbenet. Fortsättningsvis så är teamets mål att förbättra Sandviks digitala produkturval inom gruvindustrin vars digitalisering fortfarande är i ett relativt tidigt stadium. De kliv som gruvindustrin nyligen har tagit mot digital transformation utmanar dessa stora företag att upptäcka nya sätt att kommunicera avancerade produktidéer, men även att identifiera och överkomma organisatoriska implementeringshinder och bygga upp varaktiga samarbeten med Business-to-Business-kunder (B2B). Arbetets syften var att; (1) hitta ett optimalt sätt att utföra forskningsarbeten för utveckling av produktkoncept som är validerade hos både kunder och organisationen; (2) hitta sätt att initiera och etablera varaktiga samarbeten med B2B-kunder och metoder för att effektivt kommunicera produktidéer som är beroende av underliggande teknologi och infrastruktur som ännu inte har utvecklats, implementerats eller etablerats; och (3) hitta ett lämpligt sätt att kollaborera inom en ambidextriös organisation medans RTD-projekt utförs och att tydligt definiera innehållet i en produktöverlämning. Resultaten är baserade på litteraturstudier, kvalitativa intervjuer med innovationsexperter och andra intressenter, fyra tester med slutanvändare, och frågeformulär. Resultaten utvärderades och förbättrades genom att utföra kvalitativ analys och genom att inkludera återkoppling från intressenter. Utifrån detta utvecklades ett ramverk för samskapande, kallat Temporary Innovation Space, som kan appliceras för utveckling och validering av produktkoncept med både kunder och den interna organisationen. Ramverket kan även användas för att etablera varaktiga förhållanden med B2Bkunder. Dessutom föreslår resultaten från detta projekt vad en produktöverlämning bör innehålla i ett ambidextriöst team. Slutligen diskuteras även intressanta observationer angående kollaboration, kommunikation, tvärfunktionell integration, samskapande samarbeten, effekterna av COVID-19 pandemin, med mera. Avslutningsvis ges flera förslag för framtida forskning.

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.

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.

A vast range of controls/countermeasures exists for implementing security on information systems connected to the Internet. For the practitioner attempting to implement an integrated solution between trading partners operating across the Internet, this has serious implications in respect of interoperability between the security systems of the trading partners. The problem is exacerbated by the range of specification options within each control. This research is an attempt to find a set of relevant controls and specifications towards a framework for ensuring optimal interoperability between trading partners in this context. Since a policy-based, layered approach is advocated, which allows each trading partner to address localized risks independently, no exhaustive risk analysis is attempted. The focus is on infrastructure that is simultaneously optimally secure and provides optimal interoperability. It should also be scalable, allowing for additional security controls to be added whenever deemed necessary. / Computing / M. Sc. (Information Systems)