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Evaluation of factors affecting successful decision making for business to business international internet marketing (B-to-B IIM) efforts
2010 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The study aims at evaluating factors affecting successful decision making for Business to Business International Internet Marketing (B-to-B IIM) efforts in the gas and oil industries of Iran. Business to Business International Internet Marketing has recently found great attention from both the academic and business worlds. The field focuses on formulating online marketing activities in order to improve international business to business practices. This is studied through breaking down a business transaction to its fundamental elements and understanding the significant value each element holds. The Iranian business environment proves to hold great potential to obtain business to business transactions through the internet channel, yet this requires special planning and design due to the complicated nature of the business environment and central issues like imperfect nature of competition, lack of proper infrastructures, etc. Academy provides a certain set of factors that affect successful B-2-B IIM. These factors are challenged within the Iranian gas and oil business environment to see if they apply for successful decision making on B-to-B IIM efforts, and if they do, what significance do they hold? This study uses Analytic Hierarchical Processes (AHP) to evaluate the relative values the mentioned factors hold from a decision maker’s point of view. 23 interviews were conducted in which participants from a range of companies provided values for the subject factors. These values were generalized, normalized and graphed using the Expert Choice software. . The application software “Expert Choice 11.0” which is designed specifically for AHP was put to test. A questionnaire was also used. The results were put to discussion with participants and viewpoints were again gathered. This research recognizes the attitude, viewpoints and opinions decision makers hold in respect to B-to-B IIM efforts, providing practitioners and researchers a listing of useful factors and their relative values.

Place, publisher, year, edition, pages
2010.
Keyword [en]
Social Behaviour Law, Decision making, Business to Business International Internet, Marketing (B-to-B IIM), International Marketing, Internet, marketing, Business to Business marketing, Analytic, Hierarchical Processes (AHP), Gas and Oil, Iran
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
Identifiers
URN: urn:nbn:se:ltu:diva-55378ISRN: LTU-PB-EX--10/047--SELocal ID: c3ffcd9d-6b8a-43b4-8b57-6090b86f6ea3OAI: oai:DiVA.org:ltu-55378DiVA: diva2:1028760
Subject / course
Student thesis, at least 30 credits
Educational program
Electronic Commerce, master's level
Examiners
Note
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf