Applying Customer Involvement in B2B Sales: case study on a medical device company
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Thesis Title: Applying customer involvement in B2B Sales – Case study on a medical device company
Date: 10th of June, 2012
Subject, Course: Business Administration, 15 hec. Enterprising and Business Development, 2EB00E.
Author: Anna Degrell, 25-01-1989 6647
Advisor: Magnus Forslund
Examiner: Richard Nakamura
Keywords: Customer Involvement, B2B, Sales, Organize, Apply, Value, Case Study, Medical Device Company
Purpose: The purpose of this thesis is to increase the understanding of how customer involvement can be applied in business to business (B2B) sales.
Method: the method of choice for this thesis will be within a qualitative approach and contains a case study, with semi structured interviews based on Operationalization of theoretical concepts, and analyzed by grounded theory.
Result: Customer Involvement can be presented in several ways within B2B sales; the case study on the medical device company in this thesis has applied the involvement in so-called Sight-visits and as a concept called doctor-to-doctor.
Place, publisher, year, edition, pages
2012. , 74 p.
Customer Involvement, B2B, Sales, Organize, Apply, Value, Case Study, Medical Device Company
IdentifiersURN: urn:nbn:se:lnu:diva-19851OAI: oai:DiVA.org:lnu-19851DiVA: diva2:533181
Enterprising & Business Development, 180 credits
2012-06-01, K1254, Växjö, 10:20 (Swedish)
UppsokSocial and Behavioural Science, Law
Forslund, Magnus, Ek. Dr.
Nakamura, Richard, Ek. Dr.