Change search
ReferencesLink to record
Permanent link

Direct link
Strengthen of B2B relationships by Using Personal Selling through Analyzing Sales Management: in cultural consideration of Brazilian and Swedish IT companies
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2016 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: Given the situation that todays’ companies establish deeper relationships with their clients, focusing on long- term collaboration and emphasis on mutual cooperation, the communication with the clients is increasingly based on one-to- one communication. Personal selling is described in literature as one tool of the communication mix. This tool of one-to one communication has become very important. Several companies spend 8-15% of their net sales on personal selling to communicate directly with their clients, supporting them in evaluating specific needs and thus be able to offer the right product. The B2B environment is highly complex in its various characteristics. In regards to personal selling, the characteristics of intercultural aspects, B2B Relationships and Relationship Marketing has been chosen. The usage of personal selling could improve B2B Relationships.

Research Question: How companies use and manage personal selling to strengthen B2B relationships? What are the cultural differencesregarding to the country of operation?

Purpose: The purpose of this master thesis is to identify how personal selling can influence and strengthen B2B relationships. In this evaluation, the authors like to examine the differences in personal selling management according to the country of operation. The objective is to arrive on implications for B2B companies, especially in the IT sector.

Method: The study uses an inductive research approach. The target is to arrive on new insights whether personal selling improves business- to business relations. Within the qualitative research method four case- studies of B2B IT companies from Brazil and Sweden will be evaluated. Through semi- structured personal interviews primary data will be obtained from each company. Through the conduction of the interviews in two countries, the impact of cultural aspects will be evaluated simultaneously.

Theoretical Framework: The study evaluates literature about Cultural Aspects, Relationship Marketing, B2B Marketing and Sales Management in order to gain knowledge in accordance to the thesis’ research topics. B2B Markets are characterized by its complexity. The study uses those B2B characteristics which are influences by personal selling.

Findings & Conclusion: Through the evaluation of the case studies in two countries, it can be outlined that personal selling has a positive impact on the establishment of long-term business relation, increase market recognition and leads to mutual business cooperation with the customer, that is necessary for future business development and product development according to customer and market demands. Understanding hereby the cultural background of the client is evaluated as an advantage on the direct communication and establishment of business relation.It is thus suggested to focus on personal selling, while providing technical advance solutions that require a high demand on communication.

Place, publisher, year, edition, pages
2016. , 114 p.
Keyword [en]
Personal Selling, Sales Management, Sales People Management, Relationship Marketing, B2B Relationship, Cultural Aspects, IT companies
National Category
Economics and Business
URN: urn:nbn:se:hh:diva-31235OAI: diva2:939053
Subject / course
International Marketing
Available from: 2016-06-22 Created: 2016-06-17 Last updated: 2016-06-22Bibliographically approved

Open Access in DiVA

fulltext(4897 kB)89 downloads
File information
File name FULLTEXT02.pdfFile size 4897 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
School of Business, Engineering and Science
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 89 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 10 hits
ReferencesLink to record
Permanent link

Direct link