Indicating relationship success : finding new agricultural Business-to-Business partners by evaluating the potential for relationship success
When a company seeks to enter a new market, the multiple choices of possible new business relationships exist. Further, establishing new relationships is a time-consuming procedure associated with high uncertainty and high costs. Hence, if the firm does not succeed in pinpointing the most suitable b...
| Autores principales: | , |
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| Formato: | H3 |
| Lenguaje: | Inglés sueco |
| Publicado: |
SLU/Dept. of Economics
2013
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| Materias: |
| _version_ | 1855570908291268608 |
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| author | Ektander, Vilhelm Ryssén, Erik |
| author_browse | Ektander, Vilhelm Ryssén, Erik |
| author_facet | Ektander, Vilhelm Ryssén, Erik |
| author_sort | Ektander, Vilhelm |
| collection | Epsilon Archive for Student Projects |
| description | When a company seeks to enter a new market, the multiple choices of possible new business relationships exist. Further, establishing new relationships is a time-consuming procedure associated with high uncertainty and high costs. Hence, if the firm does not succeed in pinpointing the most suitable business partners to collaborate with, the firm may both forfeit other possible good relationships, as well as resources invested. Based on this notion the aim of this thesis is to explore how a manufacturing company can base the selection of future dealership Business-to-Business partners by evaluating indicators of a possible business relationship’s potential to become successful.
The choice of focusing on the Business-to-Business relationship between a manufacturer and a dealership company originates from being influenced by the issues facing the Swedish agricultural machinery manufacturer Väderstad-Verken AB, who is putting attention to explore the US market. The method of the study is conducted as a multi-strategy design, where both qualitative and quantitative data was collected in eight states in the United States. In conjunction with existing theoretical findings in the research field of Relationship Marketing, the collected empirical data supports the model developed in this study.
The main finding is that the model provides is a number of measurable indicators Relationship Benefits, and Trustworthiness. Enabling an evaluation, these two indicators are further decomposed into the sub-indicators Service Benefits, Image Benefits, Flexibility Benefits, Cost Benefits, Shared Values, Communication, and Opportunistic Behavior.
By illustrating how a company, in an initial phase may look forward and evaluate the potential for relationship success, the study has brought additional focus to the dynamics of a Business-to-Business relationship.
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| format | H3 |
| id | RepoSLU5816 |
| institution | Swedish University of Agricultural Sciences |
| language | Inglés swe |
| publishDate | 2013 |
| publishDateSort | 2013 |
| publisher | SLU/Dept. of Economics |
| publisherStr | SLU/Dept. of Economics |
| record_format | eprints |
| spelling | RepoSLU58162013-07-03T09:01:10Z Indicating relationship success : finding new agricultural Business-to-Business partners by evaluating the potential for relationship success Ektander, Vilhelm Ryssén, Erik Business-to-Business Relationship Marketing Market expansion The US When a company seeks to enter a new market, the multiple choices of possible new business relationships exist. Further, establishing new relationships is a time-consuming procedure associated with high uncertainty and high costs. Hence, if the firm does not succeed in pinpointing the most suitable business partners to collaborate with, the firm may both forfeit other possible good relationships, as well as resources invested. Based on this notion the aim of this thesis is to explore how a manufacturing company can base the selection of future dealership Business-to-Business partners by evaluating indicators of a possible business relationship’s potential to become successful. The choice of focusing on the Business-to-Business relationship between a manufacturer and a dealership company originates from being influenced by the issues facing the Swedish agricultural machinery manufacturer Väderstad-Verken AB, who is putting attention to explore the US market. The method of the study is conducted as a multi-strategy design, where both qualitative and quantitative data was collected in eight states in the United States. In conjunction with existing theoretical findings in the research field of Relationship Marketing, the collected empirical data supports the model developed in this study. The main finding is that the model provides is a number of measurable indicators Relationship Benefits, and Trustworthiness. Enabling an evaluation, these two indicators are further decomposed into the sub-indicators Service Benefits, Image Benefits, Flexibility Benefits, Cost Benefits, Shared Values, Communication, and Opportunistic Behavior. By illustrating how a company, in an initial phase may look forward and evaluate the potential for relationship success, the study has brought additional focus to the dynamics of a Business-to-Business relationship. I det skede då ett företag önskar att expandera sin verksamhet till en ny marknad, är valmöjligheten rörande valet av nya affärspartners mycket omfattande i antal. Då etablering av nya affärsrelationer är en tidskrävande process förenad med en stor osäkerhet och höga kostnader, ökar vikten av att finna rätt partner från början. Vid ett misslyckande av detta riskerar företaget att förlora resurser samt att, på grund av åsidosatt fokus, gå miste om andra potentiellt goda affärsrelationer. Baserat på denna insikt, har denna uppsats som mål att utforska hur ett tillverkande företag kan basera valet av framtida återförsäljar-samarbetspartners på en utvärdering av huruvida en möjlig relation indikerar en god potential för framgång. Valet att fokusera på affärsrelationen mellan en tillverkare och en återförsäljare är en följd av att ha blivit inspirerade av den svenska lantbruksmaskinstillverkaren Väderstad-Verken AB. Detta då företaget i dagsläget lägger en stor vikt vid att utforska den amerikanska marknaden. Den valda metoden i denna studie utgörs av en multi-strategy design, där både kvalitativ och kvantitativ data har samlats in i åtta amerikanska delstater. I kombination med teoretiska perspektiv från forskningsfältet Relationship Marketing, har detta empiriska material understött framtagandet av studiens modell. Denna modells huvudsakliga bidrag ligger i att presentera de mätbara indikatorerna Relationship Benefits och Trustworthiness. För att möjliggöra en utvärdering bryts dessa två indikatorer vidare ner till del-indikatorerna Service Benefits, Image Benefits, Flexibility Benefits, Cost Benefits, Shared Values, Communication, and Opportunistic Behavior. Genom att använda mätinstrument för att utvärdera dessa del-indikatorer, ger studien ett ökat fokus till den dynamik som råder inom en affärsrelation. Därmed illustreras hur ett företag som söker efter nya affärspartners, i ett initialt skede, har möjligheten att blicka framåt och utvärdera potentialen för framgång i ett möjligt samarbete med en given affärspartner. SLU/Dept. of Economics 2013 H3 eng swe https://stud.epsilon.slu.se/5816/ |
| spellingShingle | Business-to-Business Relationship Marketing Market expansion The US Ektander, Vilhelm Ryssén, Erik Indicating relationship success : finding new agricultural Business-to-Business partners by evaluating the potential for relationship success |
| title | Indicating relationship success : finding new agricultural Business-to-Business partners by evaluating the potential for relationship success |
| title_full | Indicating relationship success : finding new agricultural Business-to-Business partners by evaluating the potential for relationship success |
| title_fullStr | Indicating relationship success : finding new agricultural Business-to-Business partners by evaluating the potential for relationship success |
| title_full_unstemmed | Indicating relationship success : finding new agricultural Business-to-Business partners by evaluating the potential for relationship success |
| title_short | Indicating relationship success : finding new agricultural Business-to-Business partners by evaluating the potential for relationship success |
| title_sort | indicating relationship success : finding new agricultural business-to-business partners by evaluating the potential for relationship success |
| topic | Business-to-Business Relationship Marketing Market expansion The US |