Abstract: Business-to-business (B2B) marketing involves several components including the marketing management decision-making process and the buying behaviors of the B2B clientele and the end users. Disregarding customer knowledge management (CKM) and inaccurate analysis of data cost companies billions of dollars per year. The objective of this exploratory single-case study was to develop an in-depth analysis of the problem that some marketing managers have limited knowledge of how to use CKM strategies to improve B2B customer engagement. The dynamic capabilities and technological opportunism theories comprised the study's conceptual framework. Data collection consisted of participant observations, member checking, and semistructured interviews with 4 Dallas-based, managers at various levels of responsibility within a single B2B company. The data analysis entailed using an adaptation of Giorgi's systematic text condensation and inductive coding techniques of reoccurring themes. The themes that emerged indicated a need to improve marketing strategies. These themes included developing a division wide marketing plan, devising a CKM tool, and initiating organization wide CKM protocols and training. Beneficiaries of this research are marketing managers, marketing practitioners, organizational strategy and policy makers, and students of business administration. Implications for social change include specifying the strategies that business leaders need to improve sustainability.

The essence and management of competitive cooperation are defined in the master's dissertation. The main reason for the transition to competitive cooperation was identified. The tools of marketing management in competitive cooperation are grounded. The analysis of mutual relations of the companies in the industrial market is made. The creation of a competitive cooperation ALMA ceramica is justified. A method for analyzing the possible choice of alternatives has been developed. A model of competitive cooperation has been created. / В магистерской диссертации определены сущность и управление конкурентным сотрудничеством. Определена главная причина перехода к конкурентному сотрудничеству. Обоснованы инструменты управления маркетингом в конкурентном сотрудничестве. Произведен анализ взаимоотношений компаний на промышленном рынке. Обосновано создание конкурентного сотрудничества компании ALMA ceramica. Разработан метод анализа возможного выбора альтернатив. Создана модель конкурентного сотрудничества.

Bakgrund: Den ökade globaliseringen har ökat konkurrensen på B2B marknaden markant. Detta har bidragit till att det blir allt mer aktuellt att se till interaktionen som sker mellan olika företag och till det värde som uppstår i samspelet mellan olika aktörer för att kunna differentiera sitt värdeerbjudande från konkurrenterna. Den expanderande marknaden lämnade även utrymme för mjuka värden som går att spåra tillbaka till marknadsföraren - som länge ansetts vara av liten vikt inom B2B, såsom relationer och intellektuellt kapital. Syfte: Studien syftar till att addera ett perspektiv på värdesamskapande processer inom B2B genom att se till den externa marknadsföraren i interaktion och i olika faser av varumärkesbyggande. Eftersom varje aktör gör stort avtryck inom B2B bidrar studien till befintlig forskning genom att observera marknadsföraren som extern aktör i en kontext där deras roll hittills är bristfälligt granskad. Metod: Studiens metod består av semistrukturerade intervjuer som hade utgångspunkt i en intervjuguide, en fallstudie som innehöll flertalet deltagande observationer och som pågick under 4 månader samt dokumentstudier. Metoden och kodning av materialet utgick från studiens valda referensram; tjänstelogiken och Servbrand Framework. Den valda metoden identifierades som mest lämplig för att komma åt respondenternas och de studerade objektets egna erfarenheter och perspektiv inom den valda domänen. Resultat: Resultatet visar att marknadsförarens roll är av essentiell karaktär inom alla faser. De egenskaper som var mest avgörande initialt visade sig vara marknadsförarens förmåga att tolka kunden och alla omständigheter som präglade varumärket samt att kunna tydligt kunna kommunicera dess värden i interaktion. Denna kommunikation visade sig genomgående vara viktigt att upprätthålla för att bygga ett starkt varumärke. Slutsatser: Studien bekräftar att Servbrand Framework är en relevant modell för varumärkesbyggande inom B2B även ur marknadsförarens perspektiv. De kvaliteter knutna till marknadsföraren som var avgörande för värdesamskapande kunde härledas från de aspekter som ingick i de olika faserna. Det är när immateriella resurser hos marknadsföraren saknas som man misslyckas med att skapa värde i interaktion. / Background: The increased globalization has significantly promoted competition in the B2B market. This has contributed to the growing importance of considering the interaction that takes place between different companies and the value that emerges from the interplay among various actors, in order to differentiate one's value proposition from competitors. The expanding market has also created room for intangible values that can be traced back to the marketer – which previously have been regarded as of little importance in the B2B context – such as relationships and intellectual capital. Purpose: The study aims to add a perspective on value-creating processes in the B2B market by looking at the external marketer in interaction and in different phases of branding. Since each actor makes a big impression in B2B, the study contributes to existing research by observing the marketer as an external actor in a context where their role has so far been insufficiently examined. Methodology: The study utilized a mixed-methods approach, incorporating semi-structured interviews based on an interview guide, a case study involving multiple participant observations conducted over a four-month period, and document analysis. The methodology and coding of the material were guided by the chosen theoretical framework of service dominant logic and the Servbrand Framework. The selected method was deemed most appropriate for capturing the respondents' and the studied objects' own experiences and perspectives within the chosen domain. Findings: The results indicate that the role of marketers is of essential nature across all phases. The characteristics that were most crucial initially were found to be the marketer's ability to interpret the customer and all the circumstances that influenced the brand, as well as effectively communicating its values in interactions. This communication was found to be important for maintaining a strong brand. Conclusion: The study confirms that the Servbrand Framework is a relevant model for brand building in B2B, even from the marketer's perspective. The qualities associated with the marketer that were crucial for value creation could be traced back to the aspects included in the different phases. It is when the marketer lacks intangible resources that value creation in interactions fails.

In the last decade, marketing automation, a tool for automatic personalization, has been gaining significant traction among marketing professionals. In parallel with the growing adoption trend, many marketing automation platform providers have been extending their offers to include AI features. However, there is a lack of research regarding how AI can enhance the process of marketing automation in a way that creates value, which is the studied topic in this thesis. A qualitative and exploratory case study has been conducted in collaboration with the global B2B company Atlas Copco, a manufacturer of industrial equipment. Digital marketing practitioners were presented with two use cases of AI, segmentation and cross-selling, for personalization and asked about the marketing automation process and the expected impact on value. The findings reveal what would be required in the marketing automation process for the use cases in terms of data needs, learning about customer insights, marketing output and evaluation. In our findings value creation strongly revolve around the value types: ‘excellence’, ‘efficiency’ and ‘privacy’. To conclude, AI will enable more advanced personalization and value creation can be substantial if customer sacrifices are addressed in an appropriate way. Depending on relevance, tone of voice, time and use of channel, different feelings of value are perceived, which are factors that AI can help to determine / Under det senaste årtiondet har verktyg för automatisk marknadsföring blivit populära bland marknadsförare. Automatiska marknadsföringsplattformar fungerar som ett verktyg för att automtiskt leverera personaliserade marknadsföring. Många leverantörer av automatiska marknadsföringsplattformar har utökat sina erbjudanden till att innefatta AI-tjänster. Den befintliga forskningen kring hur sådana AItjänster ska utnyttjas på ett sätt som skapar värde är begränsad och därav behandlas ämnet i den här uppsatsen. En explorativ och kvalitativ fallstudie har genomförts i samarbete med Atlas Copco som är ett globalt b2b-företag. Vid varje intervju presenterades antingen merförsäljning eller kundsegmentering sedan ställdes frågor om den automatiska marknadsföringsprocess och värde. Resultaten indikerar vad som skulle krävas för de undersökta användningsfallen i den automatiska marknadsföringsprocessen samt att värdeskapande är starkt kopplat till värdetyperna excellens, effektivitet, privatliv och datasäkerhet. Slutsatserna indikerar att AI kommer göra den personalisering som uppstår till följd av automatisk marknadsföring mer avancerad. Värdeskapandet från nya AI lösningar kan vara signifikant om implementeringen tar hänsyn och adresserar uppoffringar kunder behöver göra.

Titel: Hur långvariga relationer påverkar förhandlingsprocessen, en kvalitativ studie inom B2B-marknaden.  Nivå: Examensarbete på grundnivå (kandidatexamen) i ämnet företagsekonomi  Författare: Sofia Backer-Meurke och Caroline Persson  Handledare: Lars-Johan Åge  Datum: 2024 – maj  Syfte: Syftet är att öka förståelsen för hur långvariga relationer påverkar förhandlingsprocesser inom B2B-marknaden, en jämförelse mellan offentlig och privat inköpsverksamhet.  Metod: Den valda metoden för studien är kvalitativ metod. Sju semistrukturerade intervjuer har genomförts med åtta inköpare i fyra olika organisationer. Det empiriska materialet har sedan analyserats med hjälp av den teoretiska referensramen.  Resultat och slutsats: Studien visar att långvariga relationer påverkar en förhandlingsprocess på olika sätt. Långvariga relationer anses även viktigt och bidragande med flera positiva aspekter. Långvariga relationer får allt större betydelse inom förhandling. Utifrån de empiriska materialet har vi funnit aspekter som vår teoretiska referensram inte belyst. Extra intressant var de skillnader som upptäcktes mellan privat och offentlig verksamhet.  Examensarbetets bidrag: Denna uppsats bidrar med ökad förståelse för hur långvariga relationer påverkar förhandlingsprocessen samt skillnaderna mellan privat och offentlig inköpsverksamhet. Dessa bidrag kan hjälpa B2B-förhandlare att förstå vilken betydelse långvariga relationer har samt vilken inverkan de har på förhandlingar.  Förslag till fortsatt forskning: Vi anser att det krävs mer forskning inom ämnet. Vårt förslag för vidare forskning är att genomföra en liknande studie inom en specifik bransch för att på så sätt kunna jämföra olika branscher och se om några skillnader upptäcks. Ytterligare ett förslag på forskning är att undersöka vilka möjliga negativa aspekter som långvariga relationer kan påverka förhandlingsprocessen med. / Title: How long-term relationships affect the negotiation process, a qualitative study within the B2B market. Level: Student Thesis, final assignment for Bachelor Degree in Business Administration Author: Sofia Backer-Meurke and Caroline Persson Supervisor: Lars-Johan Åge Date: 2024 – may Aim: The purpose is to increase the understanding of how long-term relationships affect negotiation processes within the B2B-market, a comparison between public and private purchasing organizations. Method: The chosen method for the study is qualitative method. Seven semi-structured interviews have been conducted with eight B2B-purchasers from four different organizations. The empirical material has then been analyzed using the theoretical frame of reference. Results and conclusions: The study shows that long-term relationships affect a negotiation process in different ways. Relationships are also considered important and contributing with several positive aspects. Relationships are becoming increasingly important in negotiation. Based on the empirical material, we have found aspects that our theoretical frame of reference did not pick up. Particularly interesting were the differences that were discovered between private and public organizations. Contribution of the thesis: This essay contributes with increased understanding of how long-term relationships affect the negotiation process as well as the differences between private and public purchasing organizations. These contributions can help B2B negotiators understand the importance of long-term relationships and the impact they have on negotiations. Suggestions for future research: We think that more research is required on the subject. Our proposal for further research is to carry out a similar study within a specific industry to be able to compare different industries and see if any differences can be discovered. Another proposal for future research is to investigate the possible negative effects long-term relationships can have on a negotiation process.

Businesses are increasingly integrating AI to enhance efficiency and remain competitive; it is anticipated that AI will automate up to 50% of jobs by 2033, streamlining activities within marketing and sales teams by enhancing productivity and reducing costs (Frey & Osborne, 2017). However, the application of generative AI in the B2B sector remains underexplored, despite its potential to transform complex, interaction-heavy marketing and sales processes where salespeople are crucial in building trust and long-term relationships through demanding informational exchanges. This research investigates the application of generative AI within B2B marketing and sales operations and how it can enhance firms’ competitive advantage. Utilizing the Situated AI Framework, the study empirically evaluates the relationship between specific AI-driven activities and competitive advantage in B2B settings. Through a qualitative research approach involving three detailed case studies, this research examines the strategic utilization of generative AI, focusing on grounding, bounding, and recasting activities as defined by the framework. Findings indicate that generative AI contributes to competitive advantage by enhancing operational efficiency, improving customer engagement, and enabling strategic data-driven decision-making. Each activity within the framework appears to play a significant role in adapting generative AI technologies to align with specific firm objectives. This adaption potentially enhances more than just task automation, but also possibly contributes to a strategic enhancement of the firms’ competitive advantage. In conclusion, this study encourages further investigation to validate and expand upon the strategic applications of generative AI in B2B marketing and sales operations. Adopting a quantitative approach in future studies could provide more comprehensive insights into how grounding, bounding and recasting activities enhance competitive advantages.

Title: Better products,   better world, better image: A study on the   interaction of corporate social responsibility, new product development and   brand image in the B2B sector Authors: Soraya Lima Silva & Noora Irina Miettinen Course: Marketing master programme final thesis, 30 ECTS, spring semester 2012,LinnaeusUniversity Keywords: Corporate social responsibility, sustainability, new product development, innovation, B2B brand image, B2B brand perception Purpose: Investigating how customer’s perception of brand image is affected by corporate social responsibility (CSR) and new product development (NPD) in the business-to-business (B2B) sector in the telecommunication and chemical industries. Method: Mixed methods research, cross-sectional research design Interviews with 4 supplier companies Qualitative content analysis on documents of 40 supplier companies Questionnaire to customer companies with 99 responses Findings: CSR and NPD were usually seen as separate and detached activities. Companies integrated CSR into their NPD process mainly for creating sustainable products helping their customers to minimize their impact on the environment without including the societal aspect of CSR. NPD affected the brand image perception in the telecommunication industry to a high degree by improving the perception of the quality of products, and   in the chemical industry to a low degree by motivating the companies to recommend their suppliers. The interaction of CSR and NPD had an effect on the brand image by creating reputation and competitive advantage. Companies that were seen as environmentally responsible were often also seen as technologically advanced. Being perceived as sustainable was very important to the chemical   companies, whereas being perceived as innovative was vital in the telecommunication industry. CSR affected the brand image perception in the chemical industry by enhancing customer satisfaction and reputation, but in the telecommunication industry the CSR of suppliers was important only when the demand for sustainability came from the customers’ own customers / Otsikko: Parempia tuotteita, parempi maailma, parempi imago: Tutkimus yritysten   yhteiskuntavastuun, tuotekehityksen ja brandi-imagon vuorovaikutuksesta   B2B-sektorilla Tekijät: Soraya Lima Silva & Noora Irina Miettinen Ohjaaja: Sarah Philipson Tarkastaja: Sarah Philipson Kurssi: Markkinoinnin maisteriohjelman päätöstyö, 30 opintopistettä, kevätlulukausi 2012, Linnaeus University Hakusanat: Yrityksen yhteiskuntavastuu, kestävä kehitys, tuotekehitys, innovaatio, B2B brandi-imago, B2B brandivaikutelma Tarkoitus: Tutkia miten yritysten yhteiskuntavastuu ja tuotekehitys vaikuttaa asiakkaiden kokemaan brandi-imagoon B2B-sektorilla telekommunikaatio- ja kemianteollisuudessa Metodi: Poikkileikkaava mixed methods -tutkimus 4 toimittajayrityksen haastattelua Laadullinen sisältöanalyysi 40 toimittajayrityksen dokumenteista Kysely asiakasyrityksille, jossa 99 vastausta Löydökset: Yritykset näkivät yhteiskuntavastuun ja tuotekehityksen erillisinä aktiviteetteina. Yritykset integroivat yhteiskuntavastuun osaksi tuotekehitysprosessia lähinnä luodakseen kestävää kehitystä tukevia tuotteita auttaakseen asiakkaita   minimoimaan ympäristöön kohdistuvaa vaikutusta, mutta eivät ottaneet   yhteiskunnallista aspektia huomioon. Tuotekehitys vaikutti suuressa määrin imagokäsitykseen telekommunikaatioalalla parantamalla käsitystä tuotteiden laadusta. Kemianteollisuudessa tuotekehitys vaikutti   vähäisessä määrin motivoimalla yrityksiä suosittelemaan toimittajia. Tuotekehityksen ja yhteiskuntavastuun suhde vaikutti imagoon lisäämällä mainetta ja  kilpailuetua. Yritykset, jotka nähtiin ympäristöystävällisinä, koettiin usein myös teknisesti kehittyneiksi. Kestävän kehityksen imagolla oli keskeinen merkitys kemianteollisuuden   yrityksissä, kun taas miellettävyys innovatiiviseksi oli oleellista   telekommunikaatioalalla. Yhteiskuntavastuu vaikutti imagokäsitykseen kemianteollisuudessa lisäämällä asiakastyytyväisyyttä ja parantamalla mainetta. Telekommunikaatioalan toimittajien yhteiskuntavastuu oli tärkeää vain, jos asiakkaat olivat kiinnostuneita siitä omien asiakkaidensa vaatimuksien motivoimana. / Titulo: Melhores produtos, melhor mundo, mellhor imagem: Um estudo sobre a interaçäo da responsabilidade social coperativa, desenvolvimento de novos produtos  e imagem de marca no setor de de negócios. Autores: Soraya Lima Silva & Noora Irina Miettinen Tutor: Sarah Philipson Examinador: Sarah Philipson Curso: Dissertaçäo final do programa de master em Marketing, 30 ECTS, semester da   primavera de 2012, Linnaeus University Palavras-chave: Responsabilidade social coperativa, desenvolvimento de novos produtos, innovaçäo, imagem de marca no setor de de negócios.  Objetivo: Investigar como a percepçäo de clients sobre a imagem de marca é afetada pela responsabilidade social coperativa (CSR) e o desenvolvimento de novos produtos (NPD), no setor de negócios (B2B). Métodos: Métodos de pesquisa misturados, design de pesquisa com setores interligados Entrevistas com 4 empresas fornecedoras Análise qualitative de documentos de 40 empresas fornecedoras Questionário com 99 clientes de empresas fornecedoras Resultados: CSR e NPD vistos como atividades separadas. Empresas integram CSR nos processos de NPD, especialmente para a criaçäo de produtos   sustentáveis, ajudando assim os clients a minimizarem seus impactos no meio   ambiente sem incluir aspectos sociais de CSR. NPD afeta muito a percepçäo da imagem de marca na indústria de telecomunicaçöes quando melhora a percepçào dequalidade. Na indústria química NPD afeta muito pouco a percepçäo de marca, ajudando somente recomendaçöes. A interaçäo de CSR e NPD afeta a percepçäo de marca criando efeitos   de reputaçäo e vantagem competitiva. Empresas vistas como responsáveis pelo meio ambiente, também säo vistas como tecnologicamente avançadas. Ser visto como sustentável é muito importante   entre empresas químicas, enquanto ser visto como inovador é vital na   indústria de telecomunicaçöes. CSR afeta a percepçäo da imagem de marca na indústria química, reinforçando satisfaçäo do consumidor e reputaçäo, mas em telecominicaçöes, CSR praticados por fornecedores somente é importante quando a demanda de sustenabilidade veem dos consumidores dos clientes.

The industrial marketing strategy in many industries has been largely influenced by the coming of digital marketing over the past decade. The trends are changing from the traditional to a digital era and companies are being forced by this digitalization shift. The manufacturing and marketing consultant industry is no exception. Since previous research has often been towards SMEs as a whole instead of specific industries. The research gap that the authors would like to investigate is brand equity development through digital marketing among two B2B SME industries, manufacturing and marketing consulting firms in Sweden. Moreover, the authors used a series of research methods to collect primary data and secondary data, as well as a computer-assisted coding software used for qualitative data analysis and coupled with benchmarking analysis for the secondary data analysis. Theories of brand equity and digital marketing ( marketing funnel and digital channels) are connected to the empirical findings of digital communication and business relationship to uncover what differentiates manufacturers from marketing consultants in brand equity building through digital marketing channels. The manufacturing industry has gained knowledge over the last few years when it comes to branding and digital marketing but is still split over the subject because of no clear direct benefits. They also lack the motivation that would have given them access to this knowledge, but somehow they have started outsourcing. Overall it seems that the manufacturing industry is working hard to become more digital. Lastly, a proposed model is recommended by the authors through the findings from both industries.

La pratica dei network contracts ha ricevuto una notevole attenzione da parte degli studiosi. In questa tesi viene presa in considerazione una forma caratteristica di network contract, nota come “contratto di rete”, che è stato recentemente introdotto nell’ordinamento italiano. Dopo aver fornito una rassegna dei principali contributi della letteratura IMP con riferimento alle relazioni reticolari in contesti business-to-business, vengono discusse le implicazioni teoriche di differenti strutture della rete sulle perfomance della rete stessa. Viene inoltre sviluppata un’analisi empirica basata su diversi “contratti di rete”. Mostriamo che le reti in cui le imprese producono prodotti differenziati, in cui le imprese sono collocate ad una certa distanza geografica, dove ogni impresa percepisce se stessa come cruciale per la rete stessa, e dove il numero delle imprese è sufficientemente basso, ottengono un risultato mediamente superiore rispetto alle reti aventi caratteristiche opposte. Inoltre mostriamo come le reti in cui il potere è suddiviso in modo equo tra le imprese partecipanti (reti simmetriche) ottengono una performance migliore rispetto alle reti in cui alcune imprese hanno un ruolo dominante (reti asimmetriche). / Network contract is a business practice which has received a lot of attention by scholars. In this thesis we consider a peculiar form of network contract named “contratto di rete”, which has been recently introduced by the Italian legislator. After providing a selective survey of the main contributions from the IMP tradition regarding network relationships in business-to-business contexts, we discuss the theoretical implications of different network structures on the performance of the networks. We also develop an empirical analysis based on several “contratti di rete”. We show that the networks where the firms produce different goods, where the firms are not located close to each other, where each firm perceives itself as crucial for the network, and where the number of firms is low enough, get a better outcome than the networks showing the opposite characteristics. Furthermore, we show that the networks where the power is shared equally among the firms (symmetric networks) perform better than the networks where some firms play a dominant role (asymmetric networks).

隨著資訊技術的崛起與發展，傳統的商業模式已經完全不同於以往，電子商務的興起已逐年快速蓬勃發展，這樣的新興商業模式無論是在B2B或是B2C的領域都讓企業運作變的更加有效率，並且為企業創造了更多的利潤，但除了資訊科技以外仍需其他革命性變革與創新才能造就如此欣欣向榮的環境，供應鏈管理即是極佳的例子，在供應鏈管理的運作之下的企業相互合作和共享資訊與資源，資訊科技扮演連接整個供應鏈的重要角色，並且讓供應鏈更加有效率的運作，這是B2B電子商務極致表現的一個相當好的範例，但企業之間的合作決計不僅僅只依靠資訊科技的連結而變的更有效率，企業需要的是尋找良好的廠商作為合作夥伴，本研究的目的就在於發掘出企業間建立夥伴關係中重要的因素，並嘗試將夥伴關係分級，如此一來夥伴關係管理將不只是空談，企業可以有效的評估合作的廠商並加以分級管理，夥伴關係管理的運作將為企業創造更多的價值。 在不同的產業中會有不同的夥伴關係出現，當然當中關鍵的結合力因素也將不同，在本研究中將會把目標放在處於資訊科技產業中的買與賣的關係之上，因為這個產業有著強調速度與效率的特性，而且電子商務的應用與發展也最蓬勃，本研究將採用深度的訪談分析，並讓受訪問的企業對重要的結合力因素作評比，如此一來研究者將可以分析瞭解重要的結合力並將夥伴關係做等級上的劃分，以利未來其他研究者能針對不同等級的夥伴關係做各類管理方法之研究。 關鍵字：電子商務、B2B、夥伴關係管理、結合力 / In the wake of information technology (IT), business model is taking a paradigm shift. Electronic commerce is an emerging business model that streamlines the operations of a business and results in efficiency and profitability. In addition to the increased dependency on information technology, changes in management will be needed to maximize the effects of electronic commerce. The concept of Supply Chain Management (SCM) tells management to utilize the new found capabilities of IT integration and information sharing between business partners. The concept reveals that a connection beside the tangible IT link should exist to bind a business with its suppliers and customers tightly. Businesses should have a good relationship with their business partners to increase the total revenue. In this research, we are trying to find the critical bonds between business partners. After identifying the bonds, we can use them to categorize partner relationships and differentiate the degree of integration between business partners. Keywords: EC, B2B, PRM, partner relation management, bond, buyer-supplier relationship