Problem: The increasing online operations of the B2B market has led to companies being able to operate all over the world, making them exposed to various markets with different preferences of supplier relationships. For that reason, it is important for companies to consider aspects such as digitalization, culture and buyer-seller relationships when conducting business with foreign companies. One industry that has been reluctant towards this online shift is the display materials industry. However, during recent years display material suppliers operating online have become more successful. Therefore, understanding companies purchasing process when buying display material online is necessary.   Purpose: This thesis aims to explain and investigate the online organizational buying behavior of British and Swedish organizations while purchasing display materials and several factors that influence it, such as culture, digitalization and buyer-seller relationships are examined.   Method: A qualitative approach with semi-structured interview was used to conduct this research. Eight participants from British and Swedish organizations who are customers of the display material company SignMax were interviewed. The data collected has been analyzed together with literature on online organizational buying behavior and the influencing factors. Results: The findings of this research showed that the level of product involvement and national culture decides and forms the importance of the purchase, the purchasing process and the type of supplier-relationship desired. Additionally, the attitude towards digitalization and the experience of online purchases determine the level of personal contact and support. Based on the empirical analysis the findings showed that for the cases of UK and Sweden, UK was more performance-oriented in their supplier relationships and highly valued ease of use and a smooth purchasing process. Sweden on the other hand, focused more on soft-values such as personal contact and support.

This dissertation begins with a comprehensive examination of the current state of research regarding organizational buying behavior. Through this review we identify a significant gap in our existing knowledge regarding organizational buying behavior in the public sector. Due to the high level of impact that government purchasing has on the economy, and the nuances that differentiate public from private sector purchasing practices, I further explore organizational buying behavior in the public sector to make the following contributions. First, I highlight the common practice in business-to-government (B2G) and business-to-business (B2B) transactions where buyers limit suppliers’ access to them during the buying process. This research terms these buyers “barricaded buyers.” Despite their prominence in practice, research related to barricaded buyers remains virtually non-existent. Therefore, the present research draws on insights gleaned from eight case studies over a period of approximately eighteen months to shed light on this important topic. Second, this dissertation advances a conceptual framework highlighting competitive actions a focal supplier can take to improve its selection likelihood when selling to barricaded buyers. The framework identifies novel ways suppliers can gain advantage by reducing competitive intensity in the pre-barricade phase (e.g., by peacocking) and by enhancing their RFP response quality in the post-barricade phase (e.g., by offering consummate solutions). Importantly, the framework invokes the notion of strategic information disclosure whereby a focal supplier may gain advantage by knowing when to convey what types of information in barricaded buying environments.

The fact that brands create trust and develop cognitive and emotional ties with customers are well recognized. However, this is primarily associated with B2C markets. More recent studies admit to the fact that despite the differences between B2C and B2B contexts brands can have valuable features in B2B as well as B2C. Purchases in a B2B context are a combination of decisions made by individuals where the decision can be affected by personal factors as well as cognitive and affective factors, although in an organizational environment. This study aimed to examine potential factors that can influence a buyer in a buying process within a B2B-context and was restricted to investigate products that the company does not use themselves and organizations based in Sweden. At the start of our research, we found that previous research within purchase decisions with emotions as a variable for the most part only focuses on B2C organizations or B2C relationships. This created an interest in for the authors if it is possible to investigate B2B in a similar way. The original research showed that one of the reasons for this could be that many previous researchers have rejected emotion as a variable to consider in B2B purchasing decisions due to the fact that B2B is often about companies acting on orders from higher-ups. An employee who makes purchasing decisions has therefore been put as a cog in the machine whose task has been to buy the highest quality at the lowest price possible. Therefore, it has been particularly interesting to respond to this norm in order to be able to determine whether it is true or not. After interviews with buyers from organizations in the Swedish markets, the authors have gained a clearer picture of what the reality of the matter actually is. For this study, a research model was developed based on recognized brand concepts and organizational buying behavior models. The model includes the underlying hypothesis that organizational buying behavior is influenced by brands and that dual processes play a decisive role in the individual's decision. The research is of a qualitative kind which, with the help of in-depth interviews, provides a deeper understanding of human behavior and factors to this behavior. The results show that organizational buying behavior has connections to the buyer's individual buying behavior, meaning that when the buyer lacks motivation, knowledge or interest in the product, the emotions are stronger and have a greater impact on the buying decision.

The main purpose of this doctoral dissertation is to investigate factors affecting B2B brand building by applying the brand equity perspective in the professional services context. Three peer-reviewed and published articles and one book chapter examine different aspects related to the enhancement of brand equity and brand building in the B2B context. The first paper entitled “Brand equity in the business-to-business context: Examining the structural composition” (Biedenbach 2012) investigates the structural composition of brand equity and the interrelationships between the dimensions of brand equity in the B2B context. By specifying the multidimensional model, which can be utilized for measuring and managing B2B brand equity, the paper provides initial knowledge on how the companies can build a strong B2B brand across four dimensions of brand equity. The second paper entitled “B2B brand equity: Investigating the impact of contextual factors” (Biedenbach 2010) examines the impact of contextual factors in the organizational decision making process on the formation of B2B brand equity. The book chapter expands knowledge on B2B brand building by portraying how such characteristics of customers as relative size of their company and its industry sector can affect B2B brand building. The third paper entitled “The impact of customer experience on brand equity in a business-to-business services setting” (Biedenbach and Marell 2010) investigates the impact of customer experience on brand equity in the professional services setting. The study clarifies how customer experience can be utilized for building a strong B2B brand. The fourth paper entitled “Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer-employee rapport” (Biedenbach, Bengtsson, and Wincent 2011) examines whether factors related to customers’ perception of employees’ role behavior in terms of customer perceived role ambiguity, role overload, and customer-employee rapport influence the development of brand equity in the professional service context. The paper advances knowledge on B2B brand building by considering the potential role of the company employees and consequences that their behavior can lead to in this process. To conclude, the doctoral dissertation demonstrates that the brand equity perspective can serve as a valuable foundation for theoretically understanding and practically managing B2B brand building.

Brands are well recognized to create trust and develop both cognitive and emotional ties with customers, but primarily in business-to-consumer (B2C) markets. Recent research acknowledges the fact that brands, despite the differences between B2C and business-to-business (B2B) contexts, may carry valuable features in B2B contexts as well. B2B purchasing is a combination of decisions made by individuals and their decision could many times be influenced by personal- as well as affective- and cognitive factors, although in an organizational setting. This study intended to examine the influence of brands in a B2B purchasing context and is delimitated to the definitions made by the European Union (2013) for micro and small-sized enterprises (MSEs). The study was restricted to investigate products that were used for certain organizational purposes, e.g. products that are consumed in the daily activities of organizational functions. A distinction was made between highand low involvement purchases. For this study, a research model was based on recognized brand concepts and organizational buying behavior models. The model illustrates the underlying hypothesis that organizational buying behavior is differently affected by brands depending on product involvement. This research used a qualitative approach, using in-depth interviews to retrieve a deeper understanding of human behavior and the underlying reasons behind such behavior. The result implies that substantial organizational buying behavior had ties to purchasers’ individual buying behavior and further implies emotions being a strong factor when the buyer lacks knowledge, motivation or interest in the product. Brand was initially stated to have limited influence on organizational decisions, which at further elaboration turned out to contradict the actual purchasing behavior.

This study consists of a survey among the customers of an ITservice company. The survey examines organizational buyingbehavior in relation to the factors of age, role, and industry.Age is divided into three generations: the post-wargeneration, Generation X, and Generation Y. Other factors,such as role in the buying process and industry, are limited toone of each, which includes influencers and "State,Municipality & Region." Marketing related to buyingbehavior is also examined in this survey.First theory was collected in order to later build hypothesesabout the factors that were going to be examined in thisstudy. In total there were four hypotheses about age, oneabout role, and one about industry. After this, the survey wasmade to either reject or accept the hypotheses. The surveyconsisted of nine questions about buying behavior and twoabout marketing.The results of the survey indicated that there was not a bigdifference between the generations, as well as for theindustry. Influencers deviated from the average in somequestions, and it was observed that they gathered moreinformation before making a purchase compared to others.The results for the marketing questions provided anindication of how organizations could attempt to sell productsor services to the respondents. / Denna studie består av en enkätstudie bland kunderna av ettIT-tjänsteföretag. Enkäten undersöker det organsationellaköpbeteendet i relation till faktorerna ålder, roll och bransch.Åldern är indelad i tre generationer: efterkrigsgenerationen,Generation X och Generation Y. Övriga faktorer inkluderar:roll i köpprocess och bransch som avgränsas till en av varje,vilket blev Påverkare och “Stat, kommun & region”.Marknadsföring som är kopplad till köpbeteende undersöksäven i denna enkät.Först samlades teori in för att senare kunna bygga hypoteserom samtliga faktorer som ska undersökas i denna studie. Detblev totalt fyra hypoteser om ålder, en om roll och slutligenen om bransch. Efter hypoteserna skapades en enkät somantingen skulle avslå eller bekräfta dem.. Enkäten bestod i sintur av nio frågor om köpbeteende och två ommarknadsföring.Det som kunde konstateras av enkätens resultat var att detendast inte fanns en stor skillnad mellan generationerna menäven för branschen. Påverkare avvek sig från snittet i vissafrågor, och det kunde konstateras att de samlade in merinformation innan inköp än övriga. Resultatet för frågorna ommarknadsföring gav en indikation på hur organisationerskulle försöka sälja produkter eller tjänster tillrespondenterna.

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.