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Showing result 11 - 15 of 104 essays matching the above criteria.

  1. 11. A reduction in physical interaction : its effect on B2B relationships

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Niklas Sanfridsson; Johan Öhrn; [2022]
    Keywords : Digital interaction; Physical interaction; COVID-19 pandemic; Operational linkages; Social bonds; Cooperative norms; Trust; Business-to-business B2B relationship;

    Abstract : This study aims to examine how a business-to-business (B2B) relationship is affected by a decrease in physical interactions between firm representatives. Previous studies have shown that external events can affect B2B relationships but not how these effects take shape. READ MORE

  3. 12. Are virtual meetings here to stay? : A qualitative study of how Covid-19 has influenced international firms' way of communicating in B2B meetings.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Caroline Söderberg; Sandra Andersson; [2022]
    Keywords : ;

    Abstract : The Covid-19 pandemic has changed the way international firms communicate with each other. Closed borders have led to people and firms not being able to travel to meet physically, which has created a lack in communication. READ MORE

  4. 13. Service Communication of Professional Service Firms to Clients : A GA-Agency Case Study

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Kaja Luner; Leona Saliju; [2022]
    Keywords : Service Marketing; Professional Services; Professional Service Firms; Digital Marketing Agencies; B2B Service Marketing; Agency-Client;

    Abstract : Background: Global services, particularly professional services, have become one of the world economy’s fastest growing sectors and professionals are becoming increasingly important as a result of this shift. Inherent differences, characterizing professional services, result in a scarcity of empirical evidence on how marketing communications are perceived and executed. READ MORE

  5. 14. Marketing AI in B2B relationships from an attentional perspective : A qualitative multiple case study on marketing managers from manufacturing and IT industries

    University essay from Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

    Author : Oussama Ayad El Alam; Peter Kumlin; [2022]
    Keywords : Marketing AI; Digitalization; B2B Relationships; Attention-Based View; Abduction; Cross-case analysis;

    Abstract : 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. READ MORE

  6. 15. "The show must go on" : A Qualitative Study on How to Build Trust in International Business-to-Business Relationships During Covid-19

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Linn Lundqvist; Moa Strandberg; Tyra Ljungman; [2022]
    Keywords : Business-to-Business Relationships; B2B; Trust; Trust Building; Covid-19; Crisis; High-End Selling; High-Quality Products;

    Abstract : The conditions in the international business market changed rapidly andunexpectedly when Covid-19 evolved into a pandemic in March of 2020. As a result of this, businesses had to adapt their operations to the new circumstances. The new circumstances implied, among other things, not being able to meet B2B customers in person. READ MORE