Aim: In accordance with a company‟s business model, explore and analyse alternative marketing strategies for the market introduction of an Internet-based New Service in the B2B market. This study is interesting as it explores theories within different fields of research (new services, online-services and B2B market) and analyses them together to provide alternative marketing strategies. Method: A qualitative research approach was conducted. By deskwork, secondary data was collected and analyzed. Formal half-structured interviews were carried out with the company from which we had received an assignment in order to enable a comparison between our theoretical findings and the knowledge the company already had. Result & Conclusions: Based on the theoretical research and analysis, alternative marketing strategies are suggested. The contribution of this study to the mission company is presented. Suggestions for future research: This study took a theoretical approach to the study of marketing strategies for an Internet-based new service in a B2B-market. Further research should concern a comprehensive quantitative research to capture currently employed strategies and analyse their consequences. Contribution of the thesis: This study suggests alternative marketing strategies that can contribute to the re-evaluation of the preliminary business model of the mission company which envisage launching an Internet-based service in a B2B market.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hig-7294 |
| Date | January 2010 |
| Creators | Cen, Chen, Johnsen, Ulf |
| Publisher | Högskolan i Gävle, Avdelningen för ekonomi, Högskolan i Gävle, Avdelningen för ekonomi |
| 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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