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Who calls the shots?: the decision-making process in high- tech markets
2010 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this study was to gain additional understanding of what parameters that are important to take into consideration when marketing innovative and complex concepts on the industrial market. The research was performed through case studies, using personnel interviews as data collection method, and finally comparison of theory versus empirical data. The study shows that the decision-making process in many ways correspond to existing theories, nevertheless the process appears to be ruled by laws and regulations more than what might be interpreted from theory. The research also shows that companies that act in accordance to the public procurement act must be targeted with marketing before the procurement process even starts in order for the supplier to gain advantages. When it comes to the decision-making unit the empirical data indicates that it is the manager of the operational function that will be affected by the investment that have the greatest influence on what is bought, concluding that resources are to be focused on those individuals. Finally, the choice criteria were investigated. According to the conclusions drawn, essentially the companies use the same criteria. The big difference between empirical data and the theory was that the respondents did not find it possible to rank the selection criteria since they explain every buying situation to be unique when it comes to high-tech offers.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Industrial Marketing, B2B, decision-Making, choice criteria, supplier selection, innovative products, marketing high-tech, products, industriell ekonomi, marknadsföring och e-handel
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-52802ISRN: LTU-CUPP--10/271--SELocal ID: 9e5655bd-4f40-4caf-83f2-70605d0b6f18OAI: diva2:1026174
Subject / course
Student thesis, at least 15 credits
Educational program
Industrial and Management Engineering, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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