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Showing result 1 - 5 of 17 essays matching the above criteria.
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1. Business relationship development and marketing for startups : A case study at the industrial startup Nytt Tech
University essay from Uppsala universitet/Industriell teknikAbstract : This research is a qualitative case study at the industrial business-to-business startup Nytt Tech aiming to understand how startups work with networkbased relationship marketing in the early phase and how they gain access to the business network and benefit from creating relationships. The following research question is presented: How can a business-to-business startup gain access to and benefit from the business network to create relationships? The study is limited to Nytt Tech and the circumstances that prevail for them. READ MORE
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2. Exploring Brand Equity through Digital Marketing : A multiple case study of B2B SMEs in the manufacturing and marketing consultant industry
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : The industrial marketing strategy in many industries has been largely influenced by the coming of digital marketing over the past decade. The trends are changing from the traditional to a digital era and companies are being forced by this digitalization shift. The manufacturing and marketing consultant industry is no exception. READ MORE
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3. 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 teknikAbstract : 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
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4. Value-driving factors for Employer Attractiveness : A multiple case study within the IT industry
University essay from Linköpings universitet/Institutionen för ekonomisk och industriell utvecklingAbstract : As the society we live in today is moving towards being more technology-driven, the competition in the labor market of attracting people within the IT industry is increasing. To attract people within the IT industry, firms must understand what attracts these people to then be able to form a proposition that suits these individuals. READ MORE
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5. The Interconnectedness of Relationships for a Propulsion and Maneuvering System : A case study with a supplier network perspective in the maritime industry
University essay from Uppsala universitet/Institutionen för samhällsbyggnad och industriell teknikAbstract : The purpose of this case study is to understand how actors interact from a supplier perspective within the marine business, discuss what the findings are implying, and develop a marketing strategy for a propulsion and maneuvering system. Industrial marketing is an essential activity for companies to delivering and managing value to their stakeholders. READ MORE