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Market orientation in small to medium sized Biotech companies in Sweden
Blekinge Institute of Technology, School of Management.
2007 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesisAlternative title
Marknadsorientering i små till medelstora Biotech-bolag i Sverige (Swedish)
Abstract [en]

The purpose of this study was to investigate if small to medium sized biotechnology companies in Sweden are market oriented, or if they are research and technology orientated. Market oriented meaning being customer focused, having a strong competitor orientation and building customer solutions using a team approach; and the higher the marketing knowledge – the stronger the market orientation. The results are based on in-depth interviews with members of management groups in 10 companies. The findings indicate that biotechnology companies in Sweden are science and technology focused, since it is in their foundation to be so, but that they still can be market oriented. The marketing knowledge seemed to be rather high amongst the interviewed persons and managements spread information regarding the company’s situation, the customers and competition to all employees. Managers and employees met with customers, as well as did personnel from other departments. The regulations, followed by the majority of these companies, structure collection of customer information and its the diffusion into the development process, including using a team approach. Most of the companies are competitor oriented as well. The fundamental market resources were sometimes missing. The companies are research focused until an active decision is taken to change and become marketing focused, and until resources are rebalanced.

Abstract [sv]

Syftet med denna studie var att undersöka om små till medelstora biotech-bolag i Sverige är marknadsorienterade, eller om de är forsknings-och teknologi-orienterade. Marknadsorientering här definierat som att ha kundfokus, att ha en stark konkurrentorientering och bygga kundlösningar genom teamarbete; ju mer marknadskunskap, desto högre marknadsorientering. Reultaten är baserade på djup-intervjuer med medlemmar ur ledningsgrupperna i 10 företag. Resultaten indikerar att biotechnologiföretag i Sverige är fokuserade på vetenskap och teknologi, eftersom de har sin grund där, men att de ändå kan vara marknadsorienterade. Marknadskunskapen verkar vara relativit hög bland de intervjuade personerna och ledningsgrupperna i företagen spred information om företagets situation, kunderna och konkerrenterna till alla anställda. Chefer och anställda från olika avdelningar träffade kunder. Myndighetsreglerna, som majoriteten av dessa företag följer, strukturerar insamling av kundinformation och hur det ska införlivas till utvecklingsprocessen, inkluderat att använda en team-inställning. De flesta företagen är konkurrentorienterade också. De grundläggande marknadsresurserna saknades ibland. Företagen är forskningsfokuserade till dess ett aktivt beslut tagits om att ändra fokus och bli marknadsorienterade, och till dess att resurserna ställts om därefter.

Place, publisher, year, edition, pages
2007. , 44 p.
Keyword [en]
Market orientation, biotechnology SMEs
National Category
Business Administration
Identifiers
URN: urn:nbn:se:bth-1305Local ID: oai:bth.se:arkivexED68A9AAD7B466F7C12573AF003E392BOAI: oai:DiVA.org:bth-1305DiVA: diva2:828534
Uppsok
Social and Behavioural Science, Law
Supervisors
Note
asberg@t-online.de (till 1 aug-08) +4916096289595Available from: 2015-05-21 Created: 2007-12-12 Last updated: 2015-06-30Bibliographically approved

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