Varumärkesbyggande och relationsskapande
En studie om ett litet företag på B2B-marknaden
AbstractMaster thesis of one year in Business Administration, Swedish Business School at Örebro university,Marketing, HT 2011.Authors: Grunér, Linus and Malm, Ludwig Tutor:Pia Lindell Title:Brand building and creating relationships ? A study of a small business in the B2B market Keywords:Brand building, business relationships, SME, B2B. Problem:How does a small business in the B2B market work with brand building and creating relationships? What critical factors can be identified regarding the process of relationship-building and brand building within the context of a small business in the B2B market? Research objective:The purpose of this study is to use existing research to create understanding for how a company in the B2B market is working with relationship-building and brand building. The study also aims to identify any critical factors concerning the process of relationship-building and brand building. Method:The study was conducted through a case study with qualitative research method and an abductive approach, which combined with four in depth semi-structured interviews made it possible to achieve the purpose of the study. Results:Company X is working consciously with brand building and relationship-building and we have identified certain critical factors. Conclusions:The fact that Company X's case is more of nurturing existing B2B relationships than creating new ones. Employees can be said to be a critical factor in defining both brand building and in maintaining existing relationships.