Inlämning av Examensarbete / Submission of Thesis

Adesola Adegboye; Lena Romlin , pp. 71. MAM/Sektionen för Management, 2011.

The work

Författare / Author: Adesola Adegboye, Lena Romlin
lenaromlin886@hotmail, and,
Titel / Title: Heavy vehicle B2B marketing and impact of culture - a comparison case study of Volvo and Scania in Thailand
Abstrakt Abstract:

Many Automobile companies from the developed countries are moving to Asia as the market potential in these countries is dimishing and cost of production is cheaper. Although there is a larger market potential in Asian countries, each automible company needs to attract potential customers with the ultimate goal of retaining them. A case study based on interviews was carried out at Volvo and Scania subsidiaries in Thailand to investigate the role culture play in business-to-business marketing when companies move to a country with a different culture. As the way of work in Thailand and Sweden is different, culture impact is researched in the area of relational marketing, sales forecast and market survey, market segmentation and business marketing communication with focus on the B2B marketing. Finally we perform analysis to identify what is necessary for the companies to adopt in regards to cultural with the aim of retaining and gaining market share. The analysis is based on empirical data collected during interview with employees of the two companies.

Ämnesord / Subject: Företagsekonomi - Business Administration\Marketing
Företagsekonomi - Business Administration\International Business
Företagsekonomi - Business Administration\Organization
Nyckelord / Keywords: B2B Marketing, culture, market segmentation, business marketing communication, cultural dimensions

Publication info

Dokument id / Document id: houn-8lws6y
Program:/ Programme Master of Business Administration (MBA)
Registreringsdatum / Date of registration: 09/21/2011
Uppsatstyp / Type of thesis: Magisterarbete/Master's Thesis (60 credits)


Handledare / Supervisor: Dr. Thomas A. Michel
Examinator / Examiner: Marie Aurell
Organisation / Organisation: Blekinge Institute of Technology
Institution / School: MAM/Sektionen för Management
S-372 25 Ronneby
+46 455 38 50 00

Files & Access

Bifogad uppsats fil(er) / Files attached: bth2011romlin.pdf (482 kB, öppnas i nytt fönster)