Inlämning av Examensarbete / Submission of Thesis

Greger Berglund; Markus Nilsson , pp. 55. MAM/Sektionen för Management, 2011.

The work

Författare / Author: Greger Berglund, Markus Nilsson
Titel / Title: Social Media Challenges for B2B Organizations - A case study of a large manufacturer
Abstrakt Abstract:

When looking at the engagement of social media in general we see that business-to-business (B2B) companies have a significantly lower day-to-day usage compared to business-to-consumer (B2C) companies even though there are more B2B companies present in the social media space. By studying a B2B company in the midst of implementing social media in their efforts to enhance their marketing capabilities we want to know if there are any specific reasons for these facts. When studying the company we conduct a case study to discover and explore the challenges a B2B company face when implementing social media that could explain the facts of low utilization. Based on our findings during the course of this thesis we developed a model for evaluating how well a company is fitted for the social media space. The model consists of a number of key factors important for a successful social media engagement. Each factor has been broken down in comprehensible questions making it fairly easy to do a situational analysis of a B2B company regarding its strengths and weaknesses in marketing through social media.

Ämnesord / Subject: Företagsekonomi - Business Administration\Marketing
Företagsekonomi - Business Administration\Management Control
Nyckelord / Keywords: Social Media, B2B, Marketing, Branding, Social Media Marketing, Manufacturing

Publication info

Dokument id / Document id: houn-8kcdma
Program:/ Programme Master of Business Administration (MBA)
Registreringsdatum / Date of registration: 06/30/2011
Uppsatstyp / Type of thesis: Magisterarbete/Master's Thesis (60 credits)

Context

Handledare / Supervisor: Philippe Rouchy
Organisation / Organisation: Blekinge Institute of Technology
Institution / School: MAM/Sektionen för Management
S-372 25 Ronneby
+46 455 38 50 00
I samarbete med / In co-operation with: Trelleborg AB

Files & Access

Bifogad uppsats fil(er) / Files attached: bht2011berglund.pdf (1103 kB, öppnas i nytt fönster)