The diploma thesis focuses on the analysis of e-commerce selected subject. The aim is to design an optimal variant creation of e-commerce and the possible appearance of a promotion. The thesis also includes analysis of the external and internal environment of the company necessary to determine the future direction of the company strategy.

This study involves establishing imperative customer relationship value antecedents and mediators within the business-to-business (B2B) railway industry of Southern Africa and determining whether these relationship value antecedents and mediators will achieve customer retention as an outcome. The goal is to create a conceptual model for the B2B railway industry of Southern Africa, which will be done through reviewing well-established theories and past literature on the topics of relationship marketing, relationship value, and retention within the B2B industry. After an examination of the existing literature, a proposed conceptual model will be developed and tested using confirmatory factor analysis (CFA) with a sample of 265 B2B supplier companies operating in the Southern African railway market. The CFA represents the measurement model of this research, which proposes the relationship value antecedents, mediators, and their influence on retention within the B2B railway industry of Southern Africa. Secondly, structural equation modelling (SEM) will be conducted, in order to test relation-ships with latent factors. The results indicate that the factors of service, supplier, relational, and financial performance are important antecedents, and that satisfaction and relationship value are significant mediators of customer retention in the B2B railway industry of Southern Africa. / Business Management / D. Admin. (Business Management)

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Frågeställning: Hur påverkar förändring i kommunikation, via virtuella möten,relationsbyggande processer i etablerade B2B-kundrelationer? Syfte: Studien ämnar bidra med ökad förståelse kring hur användningen av virtuella möten, som orsakar förändringar i kommunikationen, påverkar relationsbyggande processer i etablerade B2B-kundrelationer. Vidare syftar studien även till att undersöka hur virtuella mötens avsaknad av icke-verbal kommunikation påverkar kommunikationen, i kontrast till F2F-möten. Resultatet av studien bidrar med insikt kring hur företag kan arbeta med virtuella möten i B2B-kundrelationer.  Metod: Studien har använt en kvalitativ ansats. Primärdata samlades in via semistrukturerade intervjuer. Sex informanter från tre olika företag deltog i studien. Det empiriska resultatet analyserats i förhållande till den teoretiska referensramen. Slutsats: Studien har visat att virtuella möten har både positiv och negativ påverkan på relationsbyggande processer. Den största fördelen är enkelheten att ta kontakt, vilket leder till mer framgångsrik kommunikation mellan företag. Samtliga negativa aspekter är kopplade till den begränsade icke-verbala kommunikationen. Virtuella möten bör användas som ett komplement till F2F-möten då dessa inte kan ersättas helt. Genom rätt hantering av virtuella möten kan de hjälpa företag i deras B2B-kundrelationer.

Syftet med denna studie är att undersöka vilka faktorer som är viktiga för value co-creation vid företagsrelationer mellan leverantörer och återförsäljare inom bilbranschen. Studien utgår från Grönroos (2006) teorier om value creation i företagsrelationer samt tidigare forskning om B2B-relationer. Underlaget för studien baseras på kvalitativa intervjuer med två representanter för BMW, samt fem av dess svenska återförsäljare. Datan från intervjuerna analyseras utifrån en modell som konstruerats för att belysa den value co-creation som båda parterna i relationen bidrar med. Resultatet av studien finner att de starkast påverkande faktorerna för value co-creation är tillit mellan de respektive företagen samt flexibilitet för motpartens önskemål. Två specifika exempel inom dessa faktorer lyfts fram som viktiga, förbättrad kommunikation mellan företagen och digitalisering, vilka framkommer som resultat av value co-creation mellan företagen.

Purpose - The purpose of this study is to identify and describe how B2B salespeople utilize social media when prospecting for new customers based on a sequential sales process.Design/methodology/approach - The study employs an interpretive approach as it attempts to convey a phenomenon through the eyes of the participants. The data is derived from six participants collected through semi-structured interviews. The thematic analysis aids to decipher patterns in the data and display these descriptive and narratively.Findings - The study identified four themes of social media use when prospecting for new customers. Further, the study suggests that salespeople are using social media to identify and qualify the prospects and their competencies in a networking manner and consequently follow the key targets of interest in order to initiate possibilities for offering customized solutions or adapt their approach accordingly.Research limitations/implications - The findings describes prospecting on social media through identified themes and points to new techniques to obtain information regarding prospects. This study opens up for future research in order to strengthen the newly discovered themes and its underlying forces.Managerial implications - The study reveals that prospecting techniques on social media are exercised and fueled by a salesperson's own intuition. This should be considered by the management as the employees’ intuition may depart from a company’s core strategy and values.Originality/value - No studies has examined how prospecting is carried out in practice on social media. The empirical findings in this study provide a new suggestion of how social media is used by salespeople and accordingly contributes to current sales literature by adding four descriptive themes of prospecting on social media.

Plhal, J. Marketing sales support in B2B market. Diploma thesis. Brno: Mendel University, 2017 This diploma thesis investigate marketing sales supports, used by businessman in materiál handling market. In theoretical part are identified differences in B2B market against B2C mar-ket. I studied different pricing tools in this enviroment. Some attention is given to price making and payment management. In the practical part are evaluated selling prices of goods. Next indicators are trading margin, operating cost and businessman profit. The next step is evaluating of marketing sales supports, especially discounts and assessment of these dis-counts in link with net sales. The next step in thesis is rating payment ma-nagement with subscribers and suppliers.

Sales is one of the oldest professions and is still a vital part of any business. It keeps evolving because of digitalization and from the impact of covid-19. The covid-19 outbreak has had tremendous influence on multiple levels in organizations and for business all over the world. Consequently, there is also an opportunity in a crisis. Furthermore, the firms have rapidly picked themselves up and continue pursuing for survival. Today, management has started restructuring their business models and including hybrid work models for their employees. In this study, the authors will investigate how this old profession is functioning in a modern and evolving business environment. Digitalization has accelerated at an alarming rate during the pandemic. It benefits and challenges many professions on a daily basis, including the B2B sales process.

Purpose: To explore the influence of marketing AI on marketing managers' attention allocation to leverage customer relationships in different business-to-business contexts. Method: Abductive approach and multiple case study, data collection was made by qualitative semi-structured interviews and secondary data collection. Conclusion: The study identified both similarities and differences within three main categories across two industrial clusters where marketing AI effect marketing managers’ attention allocation in B2B relationships. Marketing AI is shown to affect B2B relationships through marketing managers’ attentional selection towards efficiencies and/or new opportunities. Marketing AI is shown to influence marketing managers’ attention allocation by distorting the focus of attention on relational dynamics by introducing automated or augmented marketing AI solutions into the relationship.

Winston Churchill observed that the “ empires of the future will be empires of the mind”. Challenges and opportunities brought by globalization and knowledge-based economy force organizations to prioritize acquiring and managing cross cultural high end talents. Despite the global economic downturn, companies are having trouble finding people who are their “best fit”. This researched proposed an “employer brand framework” that focuses on building successfulemployer brands for B2Bs in the ICT industry to enhance their appeal to talents with vital skillsthat help organizations to win in the global market competition. For this purpose, Swedish telecom giant, Ericsson AB, has been studied as a case study.The thesis first carries out a literature study to give an in-depth overview of existing theories, concepts and applications related to employer branding activities. Then the research methodology is explained followed by the development and presentation of the employer brand framework for B2Bs in the ICT industry. Furthermore, the study case is introduced in which the framework is applied. Finally, the conclusion and areas for future work are presented.