Sökning: "b2b marketing strategy"

Visar resultat 1 - 5 av 61 uppsatser innehållade orden b2b marketing strategy.

1. 1. Enhancing Interfunctional Coordination in B2B Companies: The Strategic Potential of Digital Tools : A qualitative study on how digitalization can be used as a strategic driver to enhance interfunctional coordination and improve customer orientation in B2B.

   Kandidat-uppsats, Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

   Författare :Matilda Krantz; [2023]
   Nyckelord :interfunctional coordination; cross-functional; digitalization; supply chain; sales; marketing; B2B; go-to-market strategy; sharing information; customer orientation; customer value;

   Sammanfattning : In an ever-evolving digital landscape, the way we do business changes rapidly.  In this landscape, B2B companies are confronted with challenges that demand adaptation and reevaluation of their business models, such as exploring innovative approaches to resource utilization and streamlining workflows. LÄS MER

3. 2. Taking Corporate Communications and Marketing Strategies to the Next LevelThrough LinkedIn : A Case Study on a Company’s Brand’s LinkedIn

   Master-uppsats, Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

   Författare :Araitz Claramunt Oregi; [2023]
   Nyckelord :LinkedIn; Social Media Affordances; Social Media Marketing; Corporate Identity; Corporate Brand Identity; Brand Identity; Brand Image; Brand Position; B2B;

   Sammanfattning : This thesis explores how organisations communicate and perform marketing nowadays, with social media platforms at the core of their strategic plan. Due to its high relevancy in B2B, the research is focused on LinkedIn and the effect of its affordances which will help dig deeper into the possibilities of using this particular social media platform as a means to define, build and shape company image and brand identity. LÄS MER

4. 3. Bringing New Technology to a Complex Market : A Market Analysis of the VIPS Protocol

   Master-uppsats, Uppsala universitet/Industriell teknik

   Författare :Staffan Leijnse; [2023]
   Nyckelord :B2B Marketing; Segmentation; Technology Transfer; Commercialization; Case Study;

   Sammanfattning : University research being adopted by, or transferred to, industry has enabled many of the things we now take for granted. The road from a breakthrough at a university to societal consequences is however a long and winding road full of dead ends and surprising turns. LÄS MER

5. 4. How do B2B use social media to build trust? : An exploratory study in what aspects create, maintain and destroy interorganizational trust

   Kandidat-uppsats, Högskolan i Skövde/Institutionen för handel och företagande

   Författare :Elin Adolfsson; Ida Kucera; [2023]
   Nyckelord :B2B; inter-organizational; trust; business relationships; social media; transparency; trust creation; trust maintenance; trust destruction; B2B; interorganisatorisk; förtroende; affärsrelationer; sociala medier; transparens; skapa förtroende; underhålla förtroende; förstöra förtroende;

   Sammanfattning : Social media usage in the B2B sector is increasing at a slower rate than B2C and the research literature sends a unanimous message; B2B firms would benefit in multiple ways using social media as a tool when establishing and entertaining business relationships. The concept of trust is proved to be of great importance in the construction of these relationships. LÄS MER

7. 5. Exploring Brand Equity through Digital Marketing : A multiple case study of B2B SMEs in the manufacturing and marketing consultant industry

   Master-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Luyao Wang; Jonas Lundquist; [2022]
   Nyckelord :Branding; B2B branding; marketing; digital marketing; B2B marketing; SMEs; SMEs branding; SMEs digital marketing; digital marketing funnel; digital marketing channels; B2B channels; SMEs channels; manufacturers; marketing and consulting agency;

   Sammanfattning : 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. LÄS MER