Purpose: To investigate how automation companies within Mälardalen region are aware of the value of brand building in a business-to-business context. The primary interest in this chapter concerns the complexity of business-to-business buyer behaviour and the perceived value of brand related attributes from industrial suppliers perspective. Design/Methodology/Approach: Primary research material was gathered through a structured data collection in the form of direct-questioner consisting of pre-arranged fixed alternative questions. 257 mailings were distributed to top level management with marketing responsibility. Findings: The management of automation companies perceives both product-related and non-product related brand attributes important to communicate in business relations with their customers, highlighting personal capability and trust as key in brand communication. / Automation Region
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-9889 |
| Date | January 2010 |
| Creators | Johansson, Stefan, Rashidzadeh Azar, Soran |
| Publisher | Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, Akademin för hållbar samhälls- och teknikutveckling, School of Sustainable Development of Society and Technology |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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