In B2B organizations, the adoption of digital marketing strategies has increased, leading to the collection of large amounts of data, big data. This has enabled the use of big data analytics, BDA, to uncover valuable insights for digital marketing purpose. Yet, there is limited research on how the B2B organizations integrate and utilize BDA in their digital marketing strategies, especially in the international context. This study aimed to address this research gap by examining how international B2B organizations integrate and utilize BDA in their digital marketing strategy, employing a dynamic capabilities perspective. The methodology of qualitative case study was applied, focusing on two established Swedish B2B organizations with an international presence. Empirical data was collected through semi-structured interviews and complemented with document analysis. Through abductive approach and hermeneutic interpretation, the findings show that despite the need for internal structural improvements, international B2B organizations are actively integrating BDA into their digital marketing strategies. By developing new routines and skills, these organizations can navigate the challenges posed by BDA while harnessing its benefits. Additionally, a framework comprising 10 practices in which international B2B organizations leverage BDA is proposed.

Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and profit/performance are three parts that are argued to be central in a marketing strategy. The Internet and digital marketing strategy is an area that lacks research in the context of the manufacturing industry. Therefore it could be of importance to identify how companies use the Internet and digital channels in their digital marketing strategy. Research questions:  RQ 1. How do small and medium sized companies in B2B sectors use the Internet and digital channels in their marketing strategy? RQ 2. Why do small and medium sized companies in B2B use the Internet and digital channels in their marketing? RQ 3. How do small and medium sized companies in B2B see at future development of the use of the Internet and digital channels? Purpose:  The purpose of this study is to identify how small and medium sized companies in B2B use the Internet as a tool for digital marketing strategy.   Methodology: Qualitative approach, multi case study, semi-structured interviews   Conclusion: Most used digital channel is the homepage. The more competition a company has results in a higher adoption of digital channels. Relationships can be enhanced through digital channels.

Abstract   Background:  With the COVID-19 pandemic, consumer behaviour has adjusted accordingly, especially in relation to the restaurant industry. This issue is also present in the restaurant managers responses displayed at this critical event. This disruption on both consumer and manager perspective can be researched for methods of regulating the impacts.   Purpose:   The purpose of this thesis is to explore the impact COVID-19 has had on restaurants, their managers and consumer behaviour. This study investigates how managers of the local restaurants respond to the restrictions placed on them as well as how consumer behaviour has been affected by the pandemic.   Method:  This exploratory study is conducted both quantitatively and qualitatively using surveys with consumers by convenience sampling and semi-structured interviews with local restaurant managers.   Conclusion:  The results and analysis suggest that with the aid of the ADKAR and EKB model, there are varying degrees of influence an individual or manager has perceived with the arrival of the pandemic. This is generally due to their own circumstances and perspectives; however, consumers have seen a change in their decision-making journey while restaurant managers have seen changes in their daily operations. This study goes on to indicate that thorough use of the models can assist both consumers and managers in better preparation if such an event should happen again as well as comprehension of their unconscious decisions with such predicaments. / This thesis seeks to investigates "The Effects of COVID-19 on Restaurants and Consumer Behaviour in the Jönköping Region”. Adapted to the paper’s subject matter, this is offered at the beginning of each section and provides the reader with background information on that section’s contents. At this point, the main theme of the paper is introduced with supporting evidence which will be used for the duration of this project.

The purpose of this master thesis is to test an individual influence of separate factors on a mobile software development company’s position in a rating of Top Grossing applications in Asian countries, explain how these factors could be interpreted from a modified 4P framework perspective and understand how a mobile developer can adjust its strategy based on the identified factors. The research is based on a ranking data of 90 finance management applications for iPhone on the App Store of China, South Korea and Japan. The hypotheses about an existence of causal relationships between the identified factors and software’s position in the rating of Top Grossing finance mobile applications were tested. The research is based on a multiple regression analysis, conducted separately on the Chinese, South Korean and Japanese markets.   In the findings of the research the authors state that a position of financial mobile software in the Apple App Store rating of Top Grossing applications is determined by a unique set of factors, which vary across the studied Asian markets, while a number of factors converge. The models designed for the markets of China, South Korea and Japan allow to identify which factors can potentially elevate the position of an application in the rating of the most profit generating financial programs (Top Grossing rating) and based on that gain an understanding of the way a mobile software company’s marketing strategy could be adjusted to better meet customers’ needs on the studied markets.   The originality of this master thesis is in the development of a new approach to the analysis of a mobile software development company’s performance regarding its position in Top Grossing ranking. Since the market of mobile applications emerged only in 2008 the factors influencing the performance of mobile developing companies have not been theoretically discussed before.