Dermarome is launching a B2B website : A qualitative study which considers investment theories, and how a B2B website can influence the customer purchasing behaviour.

Abstract: Digitalization is an important aspect for future growth of all organizations, and especially in times like the past year where most of the world has been faced with covid-restrictions and lockdown. Dermarome is a leading skincare and beauty distributor and are currently in the process of launching a new B2B website and web-shop. The aim of this research is to provide an answer to the following interrelated research questions:   1. How do the management of Dermarome decide on their investments in the business- to- business IT infrastructure?    2. How will the launch of the business- to- business website affect the purchasing behaviour of the business- to- business customers?    To answer these research questions a qualitative study has been made and the top management at Dermarome has been interviewed for this purpose. 5 interviewees were selected based on their knowledge and experience. All interviews that participated in this research were anonymous.    The result of this thesis is divided up into two parts, firstly, it describes how Dermarome has used the Payback rule and SWOT in order to make a decision regarding the investment in the B2B website. Secondly, it describes how Dermarome believes the saloon and spa customers purchasing behaviour will change due to this website, as it will lead to an increase in Dermarome’s sales.