Communicating Research Services
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
The purpose of this thesis is to be able to describe the marketing communication of industrial research services. The research topic was developed in close dialogue with Swerea Mefos’ CEO, Göran Carlsson. The early discussion concerned how marketing theories could be applied to research service firms’ marketing efforts to create effective marketing communication. The study used a combination of quantitative and qualitative methods, foremost interviews with customers to Swerea Mefos. This research also attempted to investigate if marketing theories should be tested in specific industries, to understand the different preferences in different industries. Findings show that there are clear specific preferences for the interviewed customer firms. When it comes to communication channels, telephone, e-mail, conferences and scientific articles were found to be the preference. Furthermore, the business relationship also affects the customer’s preference for a certain type of communication channel. When it comes to the part time marketer (PTM), it was found that it is the competence and knowledge sought after by the customers. The PTMs role within a research service firm is to be the seller, the marketer and the producer of the services. Not only that, the findings show that there is a PTM within the customer firm, representing and trying to sell the supplier within its own organization.
Place, publisher, year, edition, pages
2013. , 47 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik
IdentifiersURN: urn:nbn:se:ltu:diva-43301Local ID: 12e01694-8887-4922-8bee-64dc84321c6aOAI: oai:DiVA.org:ltu-43301DiVA: diva2:1016532
Subject / course
Student thesis, at least 30 credits
Business Administration, master's level
Ek Styvén, Maria
Validerat; 20130324 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved