Trata-se de um estudo exploratório, utilizando o método do estudo de caso, que investiga quais as orientações de negócios predominantes nos Institutos de Pesquisas Tecnológicas Industriais (IPTIs) brasileiros. No contexto atual de ciclos de vida dos produtos cada vez mais curtos e de concorrência acirrada entre empresas, cadeias produtivas, setores econômicos e países decorrente da globalização, os IPTIs são chamados a dar suporte tecnológico fundamental aos agentes econômicos nacionais, os quais não têm condições ou recursos para gerar internamente. Para que isto ocorra efetivamente dentro deste quadro, somado à escassez de recursos governamentais, crises econômicas cíclicas e concorrência de fontes alternativas de suporte tecnológico, os IPTIs têm que estar orientados para os seus mercados. O trabalho faz uma revisão da literatura sobre orientação de negócios, com ênfase na orientação para o mercado (OM), e estuda dois IPTIs nacionais: o Instituto de Pesquisas Tecnológicas do Estado de São Paulo (IPT) e o Instituto de Pesquisas Energéticas e Nucleares (IPEN). Após análise dos dados, o estudo propõe o aprofundamento da investigação em futuros estudos com base em um modelo de OM que introduz variáveis apropriadas para os IPTIs nacionais, como ?natureza jurídica do instituto? e ?consciência e orgulho do papel dos empregados?. Propõe ainda que em futuros estudos sejam também investigados os clientes dos IPTIs para que os efeitos de suas orientações de negócios sejam avaliados por aqueles para quem estas orientações são dirigidas. / This dissertation is a exploratory study, using case study method, that investigates what business orientations prevail in Brazilian Industrial Technology Research Institutes (ITRIs). On the current context of shorter product life cycles and strong competition amongst value chains, industries and countries due globalization, ITRIs are being pushed to provide essential technological support to domestic economic agents, which don?t have resources and conditions to generate them internally. In order to play this role effectively amidst this picture, adding up lack of governmental funds, cyclical economic crisis and alternative technology sources competition, ITRIs must be market oriented. This work performs a literature survey, emphasizing market orientation (MO), and studies two Brazilian major ITRIs: Instituto de Pesquisas Tecnológicas do Estado de São Paulo (IPT) e o Instituto de Pesquisas Energéticas e Nucleares (IPEN). After accomplishment of data analysis, the study suggests deeper investigation on future researches based on a MO model that introduces variables suitable for Brazilian ITRIs, such as ?juridical status? and ?employees pride and consciousness of their role?. It also proposes the investigation of ITRIs clients, on their perceptions about ITRIs MO outcomes effects in their businesses.

Marknaden för industriella distributörer har upplevt stora förändringar under de senaste decennierna. Trots att industribolag nu har större möjligheter att sälja direkt via internet har distributörerna generellt sett stärkt sin position av flera anledningar. Forskningen har emellertid förespråkat att det är starka samarbeten som skapar värde i distributionskanalen. I huvudsak har detta påvisats med kvantitativa studier och forskare har därför efterfrågat kvalitativa ansatser. Delvis med målet att fylla detta forskningsgap utfördes en fallstudie om ABB Low Voltage Products distributörsförsäljning av produktkategori Pilot Devices, som bland annat innefattar tryckknappar. Pilot Devices valdes eftersom de är typiska distributörsprodukter i flera avseenden. Vad som också är uppenbart för produktkategorin är att den är högst standardiserad, utan tydlig differentiering mot konkurrenterna. Med bakgrund av detta intogs ett speciellt perspektiv i studien: hur kan marknadsföringen genom distributörer förbättras för en standardiserad produktkategori? Elva semistrukturerade intervjuer utfördes med distributörer i Sverige och Storbritannien samt därtill 25 observationsstudier i butiker. För att bättre förstå kundernas behov skedde fem intervjuer med panelbyggare, den typiske kunden för produkterna. Det empiriska materialet visade att distributörers behov skiljer sig åt markant, vilket tidigare modeller inte beaktat. Leverantörer måste förstå de olika distributörstypernas behov för att styra kanalen effektivt. För stora distributörskedjor är monetära incitament, ett åtagande att jobba på slutmarknaden och produktdata för internetförsäljning i fokus. För mindre distributörer, som ofta måste konkurrera med teknisk expertis, är bland annat produktträning och en nära relation av yttersta vikt. Studien bekräftade tidigare forskning som påpekat att en tydlig ansvarsfördelning och effektiv kommunikation är väsentligt för samarbetena. Detta visade sig vara viktigt oavsett typ av distributör. Studien av panelbyggarna visade att dessa generellt hade ett högst repetitivt köpbeteende som ofta styrs av tidigare ritningar eller krav från kunder. Distributörssegmentens värdeskapande aktiviteter och behov samt slutkundernas inverkan summerades i ett ramverk vilket uppfyllde studiens syfte: en vägledning för hur tillverkande industriföretag kan förbättra marknadsföringen via distributörer för standardiserade produkter. / The industrial distributor market has experienced great changes during the recent decades. Manufacturers today have better possibilities reaching their customers directly by selling through the Internet, but the distributors have in general strengthened their positions, due to several reasons. Most research concerning the manufacturer-distributor relationship has, however, indicated that collaboration is the key to creating value in the marketing channel. The majority of these studies have been quantitative, and researchers have requested more qualitative studies. Partly with the aim to fill this gap, a case study was conducted to investigate the distributor sales of ABB Low Voltage Products product category Pilot Devices, consisting of for example push buttons. Pilot Devices was chosen as it is a typical distributor product for many reasons. What also is evident is that it is a commoditized product, where it is hard to find differences between brands. With this background, the study was conducted through a certain lens: how can the marketing through distributors be improved for commoditized products? Eleven semi-structured interviews were conducted with distributors in Sweden and the United Kingdom together with 25 observational studies in distributor stores. In order to obtain a deep understanding of the end customer’s need, five interviews with panel builders, a typical customer type, was conducted. The empirical data showed that the distributors’ needs differ significantly, which has been neglect by previous studies. Manufacturers must develop an understanding for these needs in order to manage the channel effectively. For large distributors, monetary incentives, an end-market commitment and product data were priorities. For smaller, technical oriented, distributors, product training and marketing material were distinct needs. The study confirmed previous studies stating that clear allocation of responsibilities and effective communication are important. The study of the panel builders showed that they have a highly repetitive buying behavior, often affected by previous blueprints or by their customer’s requirements. The distributor segments’ value adding activities, their needs and the impact of the end customer were incorporated into a framework that fulfilled the study’s purpose: a guideline how manufacturing companies can improve their marketing through distributors for commoditized products.

The purpose of this case study is to understand how actors interact from a supplier perspective within the marine business, discuss what the findings are implying, and develop a marketing strategy for a propulsion and maneuvering system. Industrial marketing is an essential activity for companies to delivering and managing value to their stakeholders. The academic body of this research uses network theory and relationship marketing as a framework for understanding the social setting.  The research focuses on understanding and interprets how relationships are interconnected to actors and how the links for a relationship are formed. There are too few studies with a normative approach focusing on a product, which can have practical usefulness for managers, entrepreneurs, and organizations. This study applies a case study design for a supplier perspective in the marine business with an abductive method. The data collection uses a qualitative approach to get in-depth knowledge of how the participants perceive the world. In the iterative process for gathering data, the first phase uses unstructured interviews, and in the second phase, semi-structured interviews. The findings imply that information is an essential element for a relationship to create trust and commitment between actors. Information is further discussed for how it can influence decisions that play a significant part for the focal supplier and discussions concerning how marketing activities can be developed for the propulsions and maneuvering system.

This paper will discuss the challenges that arise in the business-to-business marketing process in the area of highly technological and innovative solutions. The authors will depict the processes that are involved in the business-to-business marketing approach and portray the challenges that arise due to a number of factors, such as trust, customer value and early adoption, when it comes to selling new technology and innovative solutions, and innovations overall, that companies nowadays need, but not necessarily want. The Diffusion of Innovation theory as well as the concept of Relationship Management will be used to put this topic into theoretical frameworks. With the support of existing literature, the qualitative methodologies of this paper are chosen in order to gain knowledge of the preferred approaches of business-to-business marketing. In accordance to this, the authors aim to analyze the diffusion of innovation and how companies today can attain customers not only within the early adopters group, but also the early and later majority, thus increasing market value and share. This exact transition has been analyzed, however not in the exact field of industrial marketing with a focus on the financial industry, though innovation and digitalization is now more important than ever.  Firms need to establish personal and trustworthy relationships with potential and actual customers in order to generate more value and implement necessary innovative solutions. In a survey conducted within the scope of this thesis, respondents emphasize the perceived level of expertise suppliers need in order to initiate collaborations. The focus on innovation and increasing customer and market values through its implementation will be discussed in order to accelerate value generation for all parties involved in an ever-changing digital environment and to fill the research gap within innovation diffusion in industrial marketing.

The development of digital solutions has changed the way consumers complete purchases today. New distribution channels through internet and mobile applications have come to challenge the business of traditional retailers. Thus, retailers must find new ways of keeping customers loyal to the store. One way of retaining customers is to provide a more prominent customer experience. This study focuses on technological solutions for the food retail industry that enables the creation of this experience, more specifically self-scanning applications provided by the Swedish company Datema.The Swedish market, in which Datema acts, is among the most technologically advanced in the world regarding self-scanning solutions and has begun to reach a maturity phase. This, along with desires to expand the marketplace, has created an attraction to larger foreign markets such as North America. Similarities in business culture and a strong buying power have led to a certain interest in the Northeastern part of America. Thus, the purpose of this thesis is to investigate the need for self-scanning solutions in this specific area and to provide recommendations for how the market could be targeted.To create an overview of the market structure the consumer market has been studied through an in-depth literature review of the latest market investigations. Furthermore, the technological level of Northeastern supermarket chains was investigated through market observations and interviews with store managers in Boston, Massachusetts. To create the holistic view of the market, interviews with experts in the US retail market and with US IT-vendors were conducted. Additionally, interviews with management consultants and experts in market entries have contributed to answering the question of how the market should be entered. Finally, in order to provide conclusions and recommendations, the results have been analyzed with relevant literature and theories within marketing, change management and entry mode management.The findings in this master thesis indicates that there is a need for technological solutions that enhance the customer experience in the Northeastern American food retail market. Furthermore, the technological level of the existing supermarket chains in Boston is considered low and that the level and acceptance varies with the store concept. The previous resistance towards implementation of new technological solutions in the stores was found to mainly depend on a low knowledge, low trust in the consumers and fear of losing customer interaction.Datema is recommended to address the middle and high-end supermarket chains with a follower approach. Further recommendations include that the market should be entered through a joint venture with a local partner.

Growing environmental problems have led to increasing pressure on companies to improve their environmental performance. This means that also supply chains must become greener, which has contributed to new challenges when it comes to green collaboration and trust. Research has suggested marketing as a tool to tackle these challenges, but how to use marketing to address these concerns has yet to be explored further. The focus of this thesis is thereby to explore and clarify the possibilities to use green industrial marketing as a tool to meet these new supply chain challenges. In line with that, the overarching aim of the thesis is to explore and advance the understanding of green industrial marketing, with the underlying aim of merging the fields of green marketing and green supply chains. There is also the goal of contributing to companies’ knowledge about the field and thus possibly inspire improvements in green industrial marketing and green supply chain practices. These aims are met by answering two research questions. The first research question regards the practice of green industrial marketing, and how this practice has developed over time. The second research question revolves around what strategies, placing an emphasis on trust, can be identified in companies working in green industrial marketing and how these strategies can improve green supply chain collaboration. The literature review focuses mainly on green industrial marketing, with green marketing, the emergence of green business, industrial marketing, green supply chain management, green marketing strategies, and trust as associated theoretical fields related to green industrial marketing. The study is interpretive and qualitative with a focus on one industry, the Swedish textile service industry, during a 26-year time period. Three sub-studies have been combined to explore the phenomenon of green industrial marketing: a qualitative content analysis, a semi-structured interview study, and a minor case study. The results of this study can improve the understanding of green industrial marketing, both as a practice and theoretical area by describing the strategies, including strategies intended to build trust, that are practiced in markets. A typology of eight identified green industrial trust strategies have been developed. The study also contributes to discussion on the differences between industrial marketing and consumer marketing by clarifying the boundaries of green industrial marketing in relation to green consumer marketing. Among other things, the results of this study show that there is a greater relational focus in green industrial marketing compared to what exists in green consumer marketing. This study also contributes to a merger between the fields of green industrial marketing and green supply chain management by showing how green industrial marketing can contribute to improved collaboration within green supply chains in four ways. The first way is to convey different types of environmental information and green market positions, the second is to improve the integration and coordination of green supply chains, the third is to facilitate supplier evaluations, and the fourth is to build trust. / Växande miljöproblem har lett till ökad press på företag att förbättra sitt miljöarbete. Det innebär att även leverantörskedjor måste bli mer miljövänligt. Forskning har föreslagit marknadsföring som ett verktyg att tackla dessa utmaningar med, men har ännu inte fördjupat sig i hur man använder marknadsföringen för att ta itu med problemen. Fokus för denna avhandling är därför att utforska och klargöra möjligheterna att använda så kallad grön industriell marknadsföring som ett verktyg för att möta dessa nya utmaningar i leverantörskedjan. Det övergripande syftet med avhandlingen att utforska och främja förståelsen av grön industriell marknadsföring. Ett underliggande syfte att sammanföra forskning om grön marknadsföring och gröna leveranskedjor. Det finns också ett mål att bidra till företags kunskap om området och på så sätt inspirera till förbättringar av deras verksamheter. Dessa syften uppnås genom att svara på två forskningsfrågor. Den första forskningsfrågan handlar om praktiken av grön industriell marknadsföring och hur den har utvecklats över tid. Den andra forskningsfrågan kretsar kring vilka strategier, med tonvikt på tillit, som kan identifieras i företag som arbetar med grön industriell marknadsföring och hur dessa strategier kan förbättra grönt samarbete i leverantörskedjan. Resultaten från den här studien kan förbättra förståelsen av grön industriell marknadsföring, både som praktik och teoretiskt område, genom att beskriva de strategier, inklusive strategier avsedda att bygga tillit, som praktiseras på marknader. En typologi med åtta identifierade gröna industriella tillitsstrategier har utvecklats baserad på tidigare litteratur och företagens praktik. Studien bidrar också till diskussion om skillnaderna mellan industriell marknadsföring och konsumentmarknadsföring. Resultaten visar bland annat att det finns ett större relationellt fokus inom grön industriell marknadsföring jämfört med vad som finns inom grön konsumentmarknadsföring.

Empresas brasileiras que desejam conquistar novos mercados exportando precisam estar atentas aos diversos atributos analisados por compradores corporativos internacionais, alavancando sua competitividade em um cenário de disputa acirrada. Um desses atributos é a imagem do país de procedência dos produtos. Apesar de esse tema já ser abordado há quase cinco décadas na literatura mundial, os estudos a respeito da influência da imagem do país nas transações entre empresas (ditas business-to-business, B2B, ou organizacionais) são ainda em pequena quantidade, no Brasil e no mundo. O objetivo desta dissertação foi analisar a influência que a imagem do Brasil pode exercer sobre consumidores organizacionais de outros países, especificamente no segmento de alta intensidade tecnológica - o setor que mais investe em pesquisa e desenvolvimento no Brasil. Esta pesquisa, empregando o método exploratório de estudos multicasos com três empresas, envolveu seus próprios executivos e compradores internacionais, e traz contribuição à literatura acadêmica, que dispõe de poucas fontes sobre negócios B2B associados com o efeito país-de-origem. A pesquisa foi qualitativa e exploratória, e entrevistas em profundidade foram realizadas em duas etapas, com profissionais de empresas brasileiras que exportam e, em seguida, com consultores, agentes de vendas e compradores de outros países. Algumas entrevistas foram pessoais, e outras, via telefone ou internet. Das cinco proposições do estudo, duas foram confirmadas, uma confirmada parcialmente e duas não foram confirmadas. Encontrou-se que a imagem do país traz impacto à decisão de compra, mas com ressalvas, como o fato de a situação ser ou não de recompra, e dependendo de qual país está comprando. O Brasil foi bem visto especificamente no segmento de aviação civil comercial, a ponto de a Embraer trazer, a quem atua neste segmento, uma imagem positiva do Brasil como desenvolvedor de tecnologias aeronáuticas. O país foi visto negativamente no segmento de automação, nas situações de recompra em que houve experiências negativas com empresas brasileiras vendendo na Europa; positivamente em automação pelo mercado colombiano e de forma neutra por compradores que participam de processos complexos no segmento de energia nuclear - desde que, nesse caso, os requisitos técnicos sejam cumpridos. Para alguns entrevistados do segmento de automação, o Brasil precisa divulgar mais suas tecnologias por meio de incentivos das iniciativas pública e privada, e as empresas brasileiras devem participar de grupos de usuários de suas tecnologias, além de desenvolver parceiros no exterior. Caracterizaram-se como limitações da pesquisa o número de casos e segmentos de alta intensidade tecnológica estudados, assim como questões técnicas relacionadas à má compreensão de trechos das entrevistas pelo telefone ou devido à conexão de internet, quando estes meios foram utilizados. / Brazilian companies which intend to reach new markets abroad need to be conscious to the several cues analyzed by their international buyers, concerning their products. By taking this care, it is possible to leverage their competitiveness in a fierce market scene. One of these cues is the country of origin of the products. Although this theme had been addressed for almost five decades in the world literature, the research related to the country\'s image influence over the transactions between organizations (business-to-business or B2B transactions) is still narrow - in Brazil and in the whole world. This qualitative research targets the influence of Brazil\'s image over international buyers, specifically in the high-technology industries. It uses the exploratory multi-case technique with three Brazilian companies and in-depth interviews with their executives, external consultants and international customers. Some of the interviews were in person, others by internet or telephone. Five propositions are presented, two of which confirmed, other two not confirmed and one of them confirmed partially. The results show that Brazil\'s image brings impact over the purchasing decision of organizational buyers from abroad, but with reservations. It depends on the purchasing situation, if it is a new process or a repurchase. Depending on the country where the interviews were conducted, different opinions appeared, like negative or neutral ones in countries from Europe, and positives in Colombia. Whether bad experiences in the past happened with European buyers, re-purchasing situations bring a negative image to Brazil. It was founded that in case of more complex situations - like the purchase of nuclear power plants items - technical issues were strongly more important than country\'s image, reducing COO effect or almost making it disappear. In addition, Brazil has a positive image in the aviation industry, and Embraer raises the country\'s evaluation as an aeronautical developer to the eyes of organizational buyers from abroad. For some of the interviewees from the automation industry, Brazil needs to disclose its technologies via public or private agencies, and its companies need to be present at technical groups of study and discussion of other countries. The number of cases and industries studied were limitations to this research, and technical issues like the comprehension of some parts of the interviews made via internet or telephone.

Empresas brasileiras que desejam conquistar novos mercados exportando precisam estar atentas aos diversos atributos analisados por compradores corporativos internacionais, alavancando sua competitividade em um cenário de disputa acirrada. Um desses atributos é a imagem do país de procedência dos produtos. Apesar de esse tema já ser abordado há quase cinco décadas na literatura mundial, os estudos a respeito da influência da imagem do país nas transações entre empresas (ditas business-to-business, B2B, ou organizacionais) são ainda em pequena quantidade, no Brasil e no mundo. O objetivo desta dissertação foi analisar a influência que a imagem do Brasil pode exercer sobre consumidores organizacionais de outros países, especificamente no segmento de alta intensidade tecnológica - o setor que mais investe em pesquisa e desenvolvimento no Brasil. Esta pesquisa, empregando o método exploratório de estudos multicasos com três empresas, envolveu seus próprios executivos e compradores internacionais, e traz contribuição à literatura acadêmica, que dispõe de poucas fontes sobre negócios B2B associados com o efeito país-de-origem. A pesquisa foi qualitativa e exploratória, e entrevistas em profundidade foram realizadas em duas etapas, com profissionais de empresas brasileiras que exportam e, em seguida, com consultores, agentes de vendas e compradores de outros países. Algumas entrevistas foram pessoais, e outras, via telefone ou internet. Das cinco proposições do estudo, duas foram confirmadas, uma confirmada parcialmente e duas não foram confirmadas. Encontrou-se que a imagem do país traz impacto à decisão de compra, mas com ressalvas, como o fato de a situação ser ou não de recompra, e dependendo de qual país está comprando. O Brasil foi bem visto especificamente no segmento de aviação civil comercial, a ponto de a Embraer trazer, a quem atua neste segmento, uma imagem positiva do Brasil como desenvolvedor de tecnologias aeronáuticas. O país foi visto negativamente no segmento de automação, nas situações de recompra em que houve experiências negativas com empresas brasileiras vendendo na Europa; positivamente em automação pelo mercado colombiano e de forma neutra por compradores que participam de processos complexos no segmento de energia nuclear - desde que, nesse caso, os requisitos técnicos sejam cumpridos. Para alguns entrevistados do segmento de automação, o Brasil precisa divulgar mais suas tecnologias por meio de incentivos das iniciativas pública e privada, e as empresas brasileiras devem participar de grupos de usuários de suas tecnologias, além de desenvolver parceiros no exterior. Caracterizaram-se como limitações da pesquisa o número de casos e segmentos de alta intensidade tecnológica estudados, assim como questões técnicas relacionadas à má compreensão de trechos das entrevistas pelo telefone ou devido à conexão de internet, quando estes meios foram utilizados. / Brazilian companies which intend to reach new markets abroad need to be conscious to the several cues analyzed by their international buyers, concerning their products. By taking this care, it is possible to leverage their competitiveness in a fierce market scene. One of these cues is the country of origin of the products. Although this theme had been addressed for almost five decades in the world literature, the research related to the country\'s image influence over the transactions between organizations (business-to-business or B2B transactions) is still narrow - in Brazil and in the whole world. This qualitative research targets the influence of Brazil\'s image over international buyers, specifically in the high-technology industries. It uses the exploratory multi-case technique with three Brazilian companies and in-depth interviews with their executives, external consultants and international customers. Some of the interviews were in person, others by internet or telephone. Five propositions are presented, two of which confirmed, other two not confirmed and one of them confirmed partially. The results show that Brazil\'s image brings impact over the purchasing decision of organizational buyers from abroad, but with reservations. It depends on the purchasing situation, if it is a new process or a repurchase. Depending on the country where the interviews were conducted, different opinions appeared, like negative or neutral ones in countries from Europe, and positives in Colombia. Whether bad experiences in the past happened with European buyers, re-purchasing situations bring a negative image to Brazil. It was founded that in case of more complex situations - like the purchase of nuclear power plants items - technical issues were strongly more important than country\'s image, reducing COO effect or almost making it disappear. In addition, Brazil has a positive image in the aviation industry, and Embraer raises the country\'s evaluation as an aeronautical developer to the eyes of organizational buyers from abroad. For some of the interviewees from the automation industry, Brazil needs to disclose its technologies via public or private agencies, and its companies need to be present at technical groups of study and discussion of other countries. The number of cases and industries studied were limitations to this research, and technical issues like the comprehension of some parts of the interviews made via internet or telephone.

This study is an empirical case study of the Swedish space- and automation company Unibap AB about how to build trust in the space industry. The space industry is distinctive in the way that space missions are at high stakes because of the high costs and the fact that the technology can not be modified after launch. Reliability and trust are therefore crucial factors of doing business in the space industry. Also, AI-based satellite solutions can bring huge benefits but 60% of the resistance from companies to running AI is linked to lack of trust. The concept of trust has been discussed before in the industrial marketing literature and differentiates between social sources and offer-related sources of trust. However, there appears to be an empirical as well as a theoretical gap when it comes to building trust in the space industry. Because the topic is unexplored, an exploratory methodology is used when interviewing 12 actors in the space- and high-tech industry worldwide. Since one important aspect of offer-related trust seems to be usability, this study also includes a usability evaluation of Unibap's space computer solution SpaceCloud which enables on-board AI applications. Key antecedents of trust in the space industry were found to be transparency, competence, reliability of technology, and exact delivery times. It appears that social- and offer-related trust significantly influence partnerships between companies and that offer-related trust is the most important type of trust to win contracts of tax-funded agencies. Strengths and improvements of the usability of SpaceCloud are also identified, and it is concluded that SpaceCloud has the potential to offer a new way of building satellite applications in the future.

With the value of initiating contact or a relationship being intangible, marketing departments are currently struggling to prove their contribution to the business. Evaluating the efficiency of B2B marketing investments has been proven hard, and the prerequisites for doing so are many. However, the enabling of measuring marketing efficiency would provide companies with a tool for prioritizing between marketing investments and thus optimize budget allocation and business value. This study aims to examine the underlying technical and organizational difficulties of evaluating the efficiency of marketing investments, as well as contributing with guidance on how to overcome them. By combining an exploratory theoretical investigation and a case study that followed a descriptive approach, this study covers the investigated phenomena in both a general and a specific context. The technical difficulties of evaluating marketing efficiency that were found include contamination of data due to unstructured gathering of field data, unaligned definitions, and a high level of individual judgment when categorizing data. Findings on organizational difficulties concentrate on the Sales-Marketing Interface (SMI) and include missing feedback loop between the two departments, unaligned goals and rewards, unstructured handover phase, and broken information streams. Finally, the authors suggest a number of measures that can be taken in order to solve the stated difficulties and excel in SMI and marketing intelligence maturity towards a state where marketing efficiency can be evaluated. By comparing theory to empirical findings, a connection between theory and practice is established, which contributes to bridging the theory-practice gap that exits in B2B marketing research. In specific, this study contributes to science by presenting a number of measures that can help organizations enable the assessment of marketing efficiency. Yet, further research on the effect marketing has on customer lifetime is necessary. / Eftersom värdet av att initiera en kontakt eller en relation är ogripbar behöver dagens marknadsavdelningar kämpa för att bevisa sitt bidrag till företagets affär. Att utvärdera den inre effektiviteten i investeringar i industriell marknadsföring är bevisat svårt och de nödvändiga förutsättningarna är många. Dock skulle möjliggörandet av mätning av marknadsföringseffektivitet kunna ge företag ett verktyg för att prioritera mellan olika investeringar i marknadsföring och därmed också optimera budgetallokering och affärsvärde.  Denna studie syftar till att undersöka de underliggande tekniska och organisatoriska svårigheterna med att utvärdera effektiviteten i marknadsföringsinvesteringar, liksom även att bidra med guiding för hur dessa ska överkommas. Genom att kombinera en explorativ teoretisk undersökning och en fallstudie genomförd med ett deskriptivt tillvägagångssätt studeras det undersökta fenomenet i både en generell och en specifik kontext. Resultatet visar att de tekniska svårigheterna med att utvärdera marknadsföringseffektivitet inkluderar nedsmutsning av data till följd av ostrukturerad insamling av fältdata, ickeöverensstämmande definitioner och en hög nivå av individuell bedömning då data kategoriseras. Det organisatoriska svårigheterna är koncentrerade till gränssnittet mellan sälj och marknadsföring och inkluderar bristande feedback-loop mellan det två avdelningarna, icke-överensstämmande mål och belöningar, ostrukturerad överlämningsfas och brutna informationsströmmar. Slutligen föreslår författarna ett antal åtgärder som kan vidtas för att lösa dessa svårigheter och därmed excellera gränssnittet mellan sälj och marknadsföring samt mognadsgraden av intelligent marknadsföring till en studie där marknadsföringseffektivitet kan utvärderas.  Genom att jämföra teori med empiriska resultat sammankopplas teori med praktik, vilket bidrar till att överbygga det forskningsgap mellan teori och praktik som existerar i forskningen om indutriell marknadsföring. Mer specifikt så bidrar denna studie till vetenskaper genom att presentera ett antal åtgärder som kan möjliggöra bedömning av marknadsföringseffektiviteten. Ändock finns ett behov av vidare forskning vad gäller effekten marknadsföring har på kundens livslängd.