Industrial Marketing in a Network Perspective : A Qualitative study of ABB Crane Systems and its Sales Network
Sammanfattning: Research question: How is the sales network of ABB Crane system related to industrial marketing in anetwork perspective? Purpose of the research:The main task is to investigate if the sales network of ABB Crane Systems is related toestablished theory of industrial marketing in a network perspective. Method: The research strategy has been formed from a deductive approach and the empiricaldata has been gathered with a qualitative approach. Both primary and secondary data hasbeen used in order to fulfill the purpose of our paper. The empirical findings representthe primary data which was gathered through interviews with the management of ABB Crane Systems. The secondary data was gathered from journal articles, literature, ABB’s website and Mälardalen University’s databases. Conclusion: With the help of three different theories, it has been concluded that the sales network ofABB Crane Systems has a rather close relationship with Industrial Marketing in anetwork perspective. However, it has also been found that the company is not entirelyrelated to the important aspect of embeddedness in its sales network, which is adeliberate strategy in order to minimize the risks of miscommunication, maintain controlover the sales process, remain flexible, as well as not waste scarce resources. Theimplication is that the level of embeddedness in the industry depends on several factorssuch as market concentration, competition, number of projects per year, size of availableprojects, the stage in the relationship building process and overall market uncertainty.
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