Background: Given the situation that todays’ companies establish deeper relationships with their clients, focusing on long- term collaboration and emphasis on mutual cooperation, the communication with the clients is increasingly based on one-to- one communication. Personal selling is described in literature as one tool of the communication mix. This tool of one-to one communication has become very important. Several companies spend 8-15% of their net sales on personal selling to communicate directly with their clients, supporting them in evaluating specific needs and thus be able to offer the right product. The B2B environment is highly complex in its various characteristics. In regards to personal selling, the characteristics of intercultural aspects, B2B Relationships and Relationship Marketing has been chosen. The usage of personal selling could improve B2B Relationships. Research Question: How companies use and manage personal selling to strengthen B2B relationships? What are the cultural differencesregarding to the country of operation? Purpose: The purpose of this master thesis is to identify how personal selling can influence and strengthen B2B relationships. In this evaluation, the authors like to examine the differences in personal selling management according to the country of operation. The objective is to arrive on implications for B2B companies, especially in the IT sector. Method: The study uses an inductive research approach. The target is to arrive on new insights whether personal selling improves business- to business relations. Within the qualitative research method four case- studies of B2B IT companies from Brazil and Sweden will be evaluated. Through semi- structured personal interviews primary data will be obtained from each company. Through the conduction of the interviews in two countries, the impact of cultural aspects will be evaluated simultaneously. Theoretical Framework: The study evaluates literature about Cultural Aspects, Relationship Marketing, B2B Marketing and Sales Management in order to gain knowledge in accordance to the thesis’ research topics. B2B Markets are characterized by its complexity. The study uses those B2B characteristics which are influences by personal selling. Findings & Conclusion: Through the evaluation of the case studies in two countries, it can be outlined that personal selling has a positive impact on the establishment of long-term business relation, increase market recognition and leads to mutual business cooperation with the customer, that is necessary for future business development and product development according to customer and market demands. Understanding hereby the cultural background of the client is evaluated as an advantage on the direct communication and establishment of business relation.It is thus suggested to focus on personal selling, while providing technical advance solutions that require a high demand on communication.

Business to Business (B2B) firms spend significant resources managing close relationships with their customers, yet there is limited understanding of how the customers perceive the relationship based on the customer management efforts initiated by the firm. Specifically, studies on how firms communicate different values to B2B customers and how they perceive the values the firm offers by consistently evaluating the direct marketing communication which ultimately affect their buying behaviors have been largely overlooked. Typically, the direct marketing communication efforts are geared towards explicitly featuring economic values or relational values. To implement an effective communication strategy catering to customers’ preferences, firms should understand how these organizational marketing communications dynamically influence the perceived importance of different values offered by the firm. Therefore, using data from a Fortune 500 B2B service firm and employing a content analysis and a robust econometric model, we find that (i) the effect of economic and relational marketing communication on customer purchase behavior vary by customers and change overtime (ii) the latent stock variable of direct marketing communication affect the customer purchase behaviors and (iii) the evolution of customers’ perceived importance can be recovered using the transaction data. Overall, we provide a marketing resource reallocation strategy that enables marketers to customize marketing communication and improve a firm’s financial performance.

企業在形成電子商務策略的過程中，總會面臨許多經營上的不確定與障礙，因此，若能在逐步的摸索前進中，就現有B2B電子商務商業模式，找到可以參考與學習的範例，對企業電子商務轉型較能產生綜效；但網路上充斥著盡是棄守的案例，網路商業模式似乎已轉向於由企業內部既有的IT 投資，擴大到私有電子平台建置與由企業自行掌控的供應鏈整合。在缺乏成功案例可循的環境下，企業經營電子商務，該如何設計與進行，才不會與原有組織衝突；尤其在網際網路多面向的功能下，又該如何取捨；這樣的策略思考，是本論文對研究問題的核心定義。 在這樣的前提下，本研究大膽的以電子商務化的傳銷業（直銷）B2BC經營模式為途徑；採用探索性研究架構，藉由具悠久直銷歷史的安麗公司轉型網路企業的作法，於以抽絲剝繭後，找出個案公司在網路環境下的商業模式調整，並藉由異業經營中的相關，建立紡織業在轉型電子商務化可以參考模擬的方向；由於紡織與傳銷是兩個截然不同領域的產業，但藉由網路，卻讓研究議題顯得更為多元；尤其在網路的持續蓬勃發展下，產業的行銷方式與界線也已越趨模糊，本研究各章節中所提出的看法與驗證，也突顯出這樣的特質；本研究也發現具有流行特質的紡織產業，可以參考此個案建立一個B2B電子商務的經營模型；經過研究討論與比較，釐清企業在轉型電子商務經營中所應該著重的功能面，與重要的類傳銷組織的設計；甚至其他類似以人際網路經營之產業在思考網路化策略時，對於研究發現的商業模式是否具有可以參考的價值，也是本研究在最後提出建議作為研究貢獻後，希望能有後續學者更進一步的實證並延續的觀點。 關鍵字：B2B、電子商務、傳銷、整合行銷、流行行銷

<p>Företag som bedriver handel via nätet på sajter som inriktar sig mot privatpersoner satsar idag mycket på att utvecklas för att på bästa sätt stödja kunden mot sitt mål. Dock har företag som inriktar sig mot andra företag (B2B-business to business) inte hängt med i samma utsträckning. Den här rapporten syftade till att undersöka hur man kan arbeta för att ta fram ett designförslag på en B2B-sajt, närmare bestämt vilka metoder och teorier man kan dra nytta av. Metoder och teorier som har använts är effektkartläggning, Coopers målinriktade designmetod, Nielsens designprinciper för användbarhet och information foraging. Arbetet resulterade i en prototyp kring vilken en diskussion fördes följt av slutsatsen att valet av metoder och teorier tycks vara en lämplig kombination vid utveckling av B2B-sajter men att ytterligare forskning krävs för att skapa en enhetlig metod.</p>

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「自創品牌」一直是近年來台灣科技與製造業者努力想轉型的方向，但多數的自創品牌的研究對象多以終端消費品牌、具有較大的公司規模為主，對於B2B為主要營運模式的中小企業卻還有很多研究發揮空間；台灣十大國際品牌中，網路通訊設備業就占了兩家:友訊和合勤科技，近來這兩家廠商也因應未來寬頻網路技術發展主流，以「FTTH光纖到家」為主要的產品應用服務之設計重點，成功推出許多相關產品，在光纖到家領域占有一席之地。 寬頻網路技術變化快，讓許多有技術能力廠家，得以推出相關產品與世界級大廠爭奪市場，也因此造就了台灣許多自有品牌廠商，其中不乏中小企業者，這些廠商們創立自我品牌的過程相當值得探討，故本研究以光纖到家網通設備自有品牌廠為主要的研究對象，共研究分析四家自創品牌有成之網通設備廠，其中兩家為資本額四十億以上的網通設備大廠，兩家為資本額小於四億之中小型網通設備廠，比較分析其在服務行銷策略上的異同。 本研究應用個案研究方法，主要以光纖網通設備產業為例，探討自創品牌光纖網路設備商在品牌發展、客戶服務、通路策略上的作法，做出整理與歸納如以下幾點: 一、技術翻新快速，掌握新技術即有機會切入市場，適合發展自我品牌。二、網通公司的客服能力非常重要。三、通路結構特色:以具有技術服務能力之VAD(附加價值通路商)、VAR(附加價值轉售商)、 Dist(通路商)為主。四、以web-based為主要服務入口與整合平台，並以電子商務服務為主要特色。五、中小型網通設備廠，因其資源並不如大廠般豐富，在服務行銷策略上建議運用關係行銷策略，提供客製化之服務與產品解決方案，可以和其他網通大廠做出區隔。 本研究筆者實地至一家以技術領先的中小型光纖網路設備廠，參與該個案公司以Web-based service strategy 打造新客戶服務體系的建立過程，並親自擬定該個案公司客服中心服務機制與整體服務行銷策略，希望以此客戶服務策略與執行方案，提升未來該個案公司在其自有品牌發展上的競爭力；在研究過程中也發現個案公司成功的執行服務行銷策略是在下列關鍵三個因素: 1. 產品面：以利基型產品策略，和大廠做出區隔，並已將標準規格通訊產品，給與模組化的附加功能，提升產品附加價值 2.服務面：客製化的接單能力，Service package差異化服務策略 3.通路面： 具利基型產品銷售能力之VAR、VAD,即時服務團隊。 以上三點運用差異化的策略規劃方向，可提供給未來若有心自創品牌的中小企業廠商，在規劃其服務行銷策略時，做為參考之依據。 本研究結果除可以應用於其他光纖網路設備同業外，也能應用於以利基型產品，且產品特性為高度技術專業，需要提供即時且準確技術支援的中小企業自創品牌公司，如無線網路通信業。使其在發展客戶服務策略及自我品牌上能更精準擬訂出符合自身業態及客戶需求之服務行銷策略。

The thesis aims to describe the current sales climate in the context of complex sales in business-to-business. The purpose is to increase the clients knowledge of sales and test the clients hypothesis that the sales climate is changing from Solution Selling to Insight Selling, further the thesis aims to contribute to the scientific debate of sales. Solution Selling is characterized, as the name suggest, by selling of solution to the customers needs. With Insight Selling the seller has a provocative approach towards the customer and the seller is searching for customers in the need of change. This is a qualitative study conducted with eight interviews and one focus group. The analysis shows that the high availability of information and the digital development have a strong influence on the current sales climate. The customers have higher knowledge that leads to higher pressure on the sales representatives to understand the technology, processes, organization and business of the customer. The analysis also show that the automation of sales increases by e-commerce and CRM-systems, but the personal contact with the seller do play an important part in the customer relationship. In the context of complex sales there is a need for better and increased collaboration and communication within the seller organization. There is some support for a need to change the sales management systems from today’s financial short-term goals, to a management system that supports long-term growth and encourage innovation. The benefits of the short-term goals are that they are clear and specific which serves as a high motivator for some salesmen. The analysis suggests that sellers prefer stable customers with a regular buying behavior prior to customers in the need for change that Insight Selling states. It seems that Solution Selling still are a major part of todays sales, but Insight Selling may be a method of differentiation for new companies or in contact with new customers. / Denna uppsats ämnar till att beskriva nuvarande säljklimat i kontexten av komplex försäljning i business-to-business. Syftet är att bidra med en kunskapsbas om försäljning till uppdragsgivaren samt testa uppdragsgivarens hypotes om att säljklimatet förändras från Solution Selling till Insight Selling, vidare syftar uppsatsen till att bidra till den vetenskapliga debatten om försäljning. Solution Selling karakteriseras av försäljning av lösningar till kunders behov, i Insight Selling antar säljaren en utmanade strategi gentemot kunden och söker efter kunder i behov av förändring. Detta har studerats kvalitativt genom åtta intervjuer och en fokusgrupp. Analysen visar att nuvarande säljklimat är starkt präglat av tillgången på information och den digitala utvecklingen, det har höjt kundernas kunskap och detta ställer nya krav på säljarna att förstå kundernas teknik, processer, organisation, affär etc. Det framgår även att automatiseringen av försäljning genom e-handel, CRM-system och andra lösningar ökar, men att den personliga kontakten med en säljare fortfarande fyller en viktig funktion i kundrelationen. Vidare kan man se att komplex försäljning ställer högre krav på samarbete och ökad kommunikation internt i organisationen samt att detta brister i flera organisationer. Adamson et al. (2012) menar att detta kräver en förändring i säljstyrningen som idag består av kortsiktiga finansiella säljmål, förespråkarna av en förändrad styrning menar att dagens styrning inte gynnar långsiktig utveckling och ökad innovation. Fördelarna med de kortsiktiga målen är att de är tydliga och konkreta vilket motiverar vissa säljare. Analysen tyder på att säljarna föredrar stabila och återkommande kunder framför kunder i förändring vilket tyder på att Solution Selling fortfarande är mycket aktuellt. Insight Selling kan dock vara en metod för att differentiera sig mot nya företag eller i kontakten med nya kunder.

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With widespread use of the Internet, data is often shared between organizations in B2B health care networks. Integrating data across all sources in a health care network would be useful to public health surveillance and provide a complete view of how the overall network is performing. Because of the lack of standardization for a common data model across organizations, matching identities between different locations in order to link and aggregate records is difficult. Moreover, privacy legislation controls the use of personal information, and health care data is very sensitive in nature so the protection of data privacy and prevention of personal health information leaks is more important than ever. Throughout the process of integrating data sets from different organizations, consent (explicitly or implicitly) and/or permission to use must be in place, data sets must be de-identified, and identity must be protected. Furthermore, one must ensure that combining data sets from different data sources into a single consolidated data set does not create data that may be potentially re-identified even when only summary data records are created. In this thesis, we propose new privacy preserving data integration protocols for public health surveillance, identify a set of privacy preserving data integration patterns, and propose a supporting framework that combines a methodology and architecture with which to implement these protocols in practice. Our work is validated with two real world case studies that were developed in partnership with two different public health surveillance organizations.