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Integration of Digital Communication in B2B Companies: A qualitative case study of Company X
Linnaeus University, School of Business and Economics, Department of Marketing. (Business Administration)
Linnaeus University, School of Business and Economics, Department of Marketing. (Business Administration)
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In communication and marketing there have been a shift from a transaction focus with emphasis on persuasion to a relationship focus referred to as a two-way communication with increased interactivity. Traditional companies are challenged to understand how their business can take advantage and adapt to the digital changes and opportunities when it comes to communication and building relationships and gain the ability to anticipate and deliver what customers expect them to.

B2B companies have a slower adaption to digital media and digital changes compared to B2C companies and when it comes to digital channels there is many opportunities to discover. B2B companies still feel dependent on traditional communication when it comes to building relationships but the digital trend pressure companies to get involved and keep up digitally. The constantly expanding digital landscape force B2B companies to find a way to utilize digital platforms and channels in order to create strong digital relationships with retailer and audience

The purpose of this study is to investigate and gain an understanding how B2B wholesalers communicate and build digital relationships with retailers.

A qualitative method is used featuring a single-case study with Company X a B2B firm operating in the wholesale trade business as a producer and a wholesaler. Data used in the study is collected from semi-structured interviews with employees from the sales and marketing department.

Digital marketing is one of the most emerging tools within communication, that B2B businesses not yet use to its full potential but are eager to discover the opportunities and advantages B2C companies adapted for a long time. B2B businesses use digital tools to support and strengthen the communication and relationship with retailers however findings reveal traditional tools is still the prefered communication method in B2B.

Our findings suggest how there are still qualities lacking in digital communication that can only be achieved through traditional communication with psychical meetings. Empirical suggestion on how a B2B company can adopt techniques from B2C and apply it in a B2B context. 

Place, publisher, year, edition, pages
2017. , p. 59
Series
Linnaeus University Dissertations
Keywords [en]
Communication, two-way communication, integrated marketing communication, IMC, digital marketing, digital platforms, B2B.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-68165OAI: oai:DiVA.org:lnu-68165DiVA, id: diva2:1146403
Subject / course
Business Administration - Marketing
Educational program
International Sales and Marketing, 180 credits
Presentation
2017-06-01, 21:22 (English)
Supervisors
Examiners
Available from: 2017-10-09 Created: 2017-10-02 Last updated: 2017-10-09Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
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  • Other locale
More languages
Output format
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