Thesis Title: Applying customer involvement in B2B Sales – Case study on a medical device company Date: 10th of June, 2012 Subject, Course: Business Administration, 15 hec. Enterprising and Business Development, 2EB00E. Author: Anna Degrell, 25-01-1989 6647 Advisor: Magnus Forslund Examiner: Richard Nakamura Keywords: Customer Involvement, B2B, Sales, Organize, Apply, Value, Case Study, Medical Device Company Purpose: The purpose of this thesis is to increase the understanding of how customer involvement can be applied in business to business (B2B) sales. Method: the method of choice for this thesis will be within a qualitative approach and contains a case study, with semi structured interviews based on Operationalization of theoretical concepts, and analyzed by grounded theory. Result: Customer Involvement can be presented in several ways within B2B sales; the case study on the medical device company in this thesis has applied the involvement in so-called Sight-visits and as a concept called doctor-to-doctor.

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