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Applying Customer Involvement in B2B Sales: case study on a medical device company
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.
Keyword [en]
Customer Involvement, B2B, Sales, Organize, Apply, Value, Case Study, Medical Device Company
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-19851OAI: oai:DiVA.org:lnu-19851DiVA: diva2:533181
Educational program
Enterprising & Business Development, 180 credits
Presentation
2012-06-01, K1254, Växjö, 10:20 (Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-08-13 Created: 2012-06-13 Last updated: 2012-08-13Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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Output format
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