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Making money in computing retailing business: when can a computer retailer make money on added value?
2005 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Making profit is the foundation every modern company rests on. No profit, no business. During the passed 10-15 years making profits in the computer retailing industry has been harder and harder. Margins has has lessened and due to the simplification of computers and increased easiness to understand computers even more unqualified people may compete in the business. As an effort to increase the profitability of the industry niching was discussed as possible for success and earning money on added value, which is the theme running all through this thesis. The theories this thesis rests on are basically theories about a high quality service, which is the main foundation for any success: no high quality offered, no success. The high competition in this industry is one of the corner stones of the thesis as well due to the heavy competition in the investigated industry. A third important and clear corner stone are the theories about rules of public procurement which Government owned, or partially owned companies, has to follow. The fact that added value is a subgroup of customer value is natural, but in difference to added value, the concept of customer value is clearly defined, while the meaning of added value is rather ambiguous and undefined. The theories about added value stretches from, spoken from Telia as telephone answering services to co-production of values, some theories even say that added value can only be defined by customers and not by the industry offering it. In this thesis, 25 industrial companies was to be interviewed, of which 14 accepted or had their key responsible in question available. This gives a response frequency of nearly 60%. Five out of the 14 answering companies have to follow the rules of public procurement. The interviews have been carried out by Perspektiv Undersökningar by phone during the fortnight before mid summer 2004. Eight questions regarding added value, its importance and what added values to pay for have been asked. Very clear in this study was partially the importance of added value, and rather surprising after heaving read the theories, how unanimous the respondents were, who all of them mentioned added value to be the relation between customer and retailer and the importance of suppliers ability to understand and see what the customer need. It is very clear that the ability to make money on added value is limited as the customer regards the added value of relation as obvious for any business transaction at all. However, the customer is prepared to pay a higher price to the supplier offering added value, than to suppliers just caring for transactions.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Mervärden, relationer, lönsamhet
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-44151ISRN: LTU-EX--05/056--SELocal ID: 1f3184ee-40ba-4bd5-92bb-6069fdcbed4bOAI: diva2:1017426
Subject / course
Student thesis, at least 30 credits
Educational program
Computer Science and Engineering, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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