Over the past few decades, branding has become a priority for companies. A brand helps companies to differentiate themselves from their competitors, which creates competitive advantages. Most of the research on brands has primarily focused on consumer marketing. However, it has been found that the brand is just as important in business to business (B2B) companies, and that it also plays a big role when it comes to the survival av newly established company like for example startups. Startups differ from established companies through their innovative ideas and problem solving. However, they faces challenges because of lack of capital, time and resources. As the competition in the market grows, startups need to create competitive advantages by working hard with their brand strategies to achieve strong brand equity. This study aims to highlight how B2B startups work with brand equity in order to achieve competitive advantages. The study has used a qualitative research strategy where the primary data has been collected through semi-structured interviews with four different startups based in Stockholm. The study shows that startups need to first position themselves in the market and then work on brand building. The result also shows that B2B startups are aware of the brand's importance and that they in fact work with brand equity to achieve competitive advantages. However, the strategies with the steps in the CBBE model differs depending on the industry and type of corporate activity.

Abstract The purpose of this study is to develop a process of rapid productisation in a B2B sales situation to manage an unexpected product increment. Earlier research has identified a change in how companies develop new products. Developing products by utilising radical innovation has declined, and the prevailing method is to develop new products in small increments based on an existing product or service platform. In this way, companies can create a new product by making minor enhancements or incremental improvements to create additional value. The theoretical foundation of this study builds on the literature of decision making, new product development, product portfolio management, and upstream supply chain management. The research method is the qualitative case study, which explores the rapid productisation practices of 26 companies. The empirical data consists of 74 interviews and was collected during the years 2011–2013. The study shows that the companies well understand the need for RP. The companies repeatedly faced situations where they had to develop new product solutions very rapidly. Because customer requirements in sales situations are unpredictable, companies strove to find solutions using temporary or special arrangements. By doing so, however, they did not deal with the core source of the problem, which arose again and again. In the study, several challenges and preconditions of RP were identified: the ability to make decisions, roles and responsibilities that have been defined in advance, and reconciliation of the RPP with other business processes. The study makes clear that the process of RP developed to meet the need for unexpected product increments in B2B sales situations, and its key elements are intra-firm cooperation and use of existing processes as a baseline, which enable the organisation to accelerate the operation. Based on the results of this research, RP is a complex, communication-intensive, context-dependent and – due to the nature of RPP – challenging task to integrate as a part of firm operations. / Tiivistelmä Tämän tutkimuksen tarkoituksena on kehittää nopean tuotteistamisen prosessi B2B myyntitilanteessa esiin tulevien yllättävien tuotelisäyksien hallintaan. Aiempi tutkimus on tunnistanut muutoksia yritysten tavassa tuotteistaa uusia tuotteita. Tuotteistaminen radikaalien innovaatioiden avulla on vähentynyt. Tällä hetkellä on vallitsevampaa tuotteistaa uusia tuotteita hyödyntäen mahdollisimman paljon jo olemassa olevia tuote- tai palveluportfoliota. Tämä tarjoaa yrityksille mahdollisuuden tuotteistamiseen pienin tuotepäivityksin tai muutoksin. Tutkimus rakentuu teoreettisesti päätöksenteon, uuden tuotteen kehittämisen, tuotesalkun hallinnan ja tilausketjun hallinnan kirjallisuuteen. Tutkimusmenetelmänä on käytetty laadullista tapaustutkimista. Tutkimuksessa kartoitettiin 26 yrityksen nopean tuotteistamisen käytäntöjä. Tutkimusaineisto koostuu 74 haastattelusta ja se kerättiin vuosien 2011–2013 aikana. Tutkimuksessa selvisi, että nopea tuotteistaminen on tutkituissa yrityksissä hyvin tunnistettu ilmiö. Yrityksissä on myös ilmeinen tarve nopean tuotteistamisen kehittämiselle. Yritykset kohtaavat toistuvasti tilanteita, joissa on kyettävä uusiin tuoteratkaisuihin hyvinkin nopeasti. Koska myyntitilanteessa esiin tullut asiakasvaatimus on ennalta arvaamaton, yritykset pyrkivät löytämään ratkaisun tilapäisin tai erikoisjärjestelyjen avulla. Näin toimien itse ongelma ei poistu vaan se kohdataan joka kerta uudelleen. Tutkimuksessa tunnistettiin useita nopean tuotteistamisen haasteita ja ennakkoehtoja. Näitä ovat: organisaation päätöksentekokyvykkyys, ennalta määritellyt roolit ja vastuut sekä nopean tuotteistamisen prosessin yhteensopivuus muiden liiketoimintaprosessien kanssa. Tutkimuksessa esitetään, miten nopean tuotteistamisen prosessilla voidaan vastata myyntitilanteessa asiakkaan esittämiin uusiin vaatimuksiin sekä ratkaista tuote- tai palvelutarjonnassa oleva puute uudella tuotepäivityksellä. Yrityksellä on näin mahdollisuus tuottaa asiakkaalle lisäarvoa jo myyntineuvottelujen kuluessa. Tutkimus esittää organisaatioiden välisen yhteistyön ja olemassa olevien prosessien hyödyntämisen keskeisinä nopean tuotteistamisen elementteinä. Näiden avulla on mahdollista nopeuttaa päätöksentekoa ja tuotteistamista.

This thesis is focused on realization of a new website division ITreklama of DISKUS company. The creation of this new web solution entails specific needs, mainly due to the business focus on the B2B sector in which the divisional segment falls. The project uses the traditional project management with all relevant instruments to achieve the highest added value. The main objective is the successful launch of the new website and the sub-objectives are identification the needs of the target group and description of the specific requirements for website in B2B business sector. Explanation of the project life cycle, along with the identification of specific needs for a website in the B2B sector, has subsequently serve as a methodology for B2B area of website realization.

The aim of this thesis is to acquaint the reader with the issue of content marketing for generating leads and information about potential customers, then to analyze and offer some recommendations for its further use among B2B suppliers of educational and consulting services. The theoretical part discusses three key topics: the specifics of the services and B2B sector; content marketing and the reasons for its inclusion in marketing strategy; and the issue of lead generation as a possible metric of content marketing and sales tool. The practical part of the thesis approaches this topic from the perspective of four representatives of service suppliers, complemented by a point of view of the mediate company IVITERA. This company brings together one of the largest B2B communities in the services sector on the Czech market within its (especially online) media projects. Research was conducted through individual interviews with representatives of all five companies and by an analysis of secondary data, leads and keywords provided by the mediate company.

This thesis focuses on the need for and the benefits of customer loyalty programs within the framework of the B2B sector. Furthermore, the thesis highlights the need to work with existing customers to enable a more profitable and prosperous business relationship for both parties. The thesis begins with both positives and negatives of implementing a loyalty program and the associated obstacles and costs. Moreover, the thesis documents the benefits of increased cooperation with existing customers/clients to enable better revenue streams/returns for minimal investment and time as opposed to sourcing new clients/revenues streams which in turn demands greater investment and time for potentially lesser returns. This is clearly documented and substantiated within the thesis via use of the Tork loyalty program along with suggested alternatives and amendments to improve effectiveness, efficiency and profitability of client relationships.

This diploma thesis deals with a marketing strategy for the company PRAKAB PRAŽSKÁ KABELOVNA Ltd. and new products -- cables PRAFlaGuard SPF -- pair, PRAFlaGuard SPF -- XN and PRAFlaDur SP. The thesis is divided into three main chapters. The first chapter describes the theory of B2B marketing and shows main differences between B2B and B2C market. The second chapter presents the company PRAKAB PRAŽSKÁ KABELOVNA Ltd. -- history, structure, product portfolio and new cables. The third chapter deals with a marketing strategy and is divided into two subchapters -- Situation analysis and Marketing mix.

This diploma theses is focused on marketing mix of a selected company which operates in an international environment. .The diploma thesis consists of three parts. The theoretical part focuses on the description of basic characteristics and concepts which are related to given issue. The analytical part consists of analyses performed in both internal and external environment of the company WoodBag s. r. o. on the assumption of its future expansion to the Swedish market. Results that we achieved are stated in SWOT analysis. The final part is the draft part, in which recommendations and potential suggestions from perspective of marketing mix towards successful expansion of the company to the Swedish market with results from particular analyses and theoretical background are presented.

The diploma thesis is concerned with an analysis and design of distributional B2B and B2C application. The fundamental part is especially focused on design of features and functions of the application, selection of suitable technologies and the project of the data storage. The diploma paper also contains a scheme of administration of particular versions and binding regulations for development and resulting maintainance and expanding of the application.

This thesis helps to understand the problems of marketing communication in business-to-business market. The main intention is to show the theoretical background on the example of real company called XY, s. r. o. The author tried to get familiar with the current company marketing communications and applied the theoretical knowledge, especially in the proposals to improve this communication.

The thesis solves a new proposal strategy of the company KOSYKA, Ltd.. The theoretical part specifies options strategy and its types. The practical part of the thesis analyzes the current condition of the company and the resulting proposal for a new strategy.