Organisationellt köpbeteende för SME vid köp av molntjänster: Tre fallstudier av kunder till Dialect AB
Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
This case study aims to investigate and understand how the organizational buying behavior of small and medium-sized enterprises when purchasing cloud services can be characterized. Cloud services is an area which has grown rapidly during the last decade as a result of the growing importance for selling organizations to complement the already existing physical products with more profitable services. The business model for cloud service companies aims to small and medium-sized enterprises to give access to complex and otherwise expensive softwares. Since most of the research of organizational buying behavior was done more than 50 years ago there is an evident gap between this area and new technology that constantly evolves.Based on already existing theoretical models, the authors have collected, compiled and analyzed data gained from companies that during the last 12 months have purchased one or more cloud services from Dialect AB. The data has been collected through three semi-structured interviews with small and medium-sized customers (SME) of Dialect AB. The data has then through a within-case analysis been compared to existing theories followed by a cross-case analysis to discover similarities, differences and patterns which characterizes the organizational buying behavior.The case study shows that the purchasing process for the companies in the study genereally is less complex than what is described in earlier research which becomes evident when an already existing relationship exists between the companies. Further the buying center is characterized by a few number of participants, having high positions within the company and a close relationship between each other. The factors that have been found to influence the purchasing process is, except an earlier relationship, also the cloud service´s role for the company strategy and a number of product specific decision-making factors.The conclusion that can be drawn from the case study is that decisions of investing in cloud services often is made by one or a few individuals which are strongly influenced by earlier supplier relationships. This trust gained from using already existing suppliers can be seen as a safety for the company in the rapidly changing IT-industry.
Place, publisher, year, edition, pages
2013. , 98 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik, Organisationellt köpbeteende, industriellt köpbeteende, organizational buying behavior, OBB, molntjänster, cloud services, SME, små och medelstora företag, small and medium-sized enterprizes, IT, IT-tjänster
IdentifiersURN: urn:nbn:se:ltu:diva-45022Local ID: 2c3ce095-aa39-4f83-8726-82c2c845acfcOAI: oai:DiVA.org:ltu-45022DiVA: diva2:1018301
Subject / course
Student thesis, at least 30 credits
Industrial and Management Engineering, master's level
Validerat; 20130626 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved