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In Search of an Efficient Marketing Strategy: for an Internet-based New Service in B2B Market
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Aim: In accordance with a company‟s business model, explore and analyse alternative marketing strategies for the market introduction of an Internet-based New Service in the B2B market. This study is interesting as it explores theories within different fields of research (new services, online-services and B2B market) and analyses them together to provide alternative marketing strategies.

Method: A qualitative research approach was conducted. By deskwork, secondary data was collected and analyzed. Formal half-structured interviews were carried out with the company from which we had received an assignment in order to enable a comparison between our theoretical findings and the knowledge the company already had.

Result & Conclusions: Based on the theoretical research and analysis, alternative marketing strategies are suggested. The contribution of this study to the mission company is presented.

Suggestions for future research: This study took a theoretical approach to the study of marketing strategies for an Internet-based new service in a B2B-market. Further research should concern a comprehensive quantitative research to capture currently employed strategies and analyse their consequences.

Contribution of the thesis: This study suggests alternative marketing strategies that can contribute to the re-evaluation of the preliminary business model of the mission company which envisage launching an Internet-based service in a B2B market.

Place, publisher, year, edition, pages
2010. , 100 p.
Keyword [en]
Marketing strategy, innovation, new service, e-service, B2B, Cloud Computing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-7294Archive number: E3BA: DiVA 064/2010OAI: oai:DiVA.org:hig-7294DiVA: diva2:332355
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-08-05 Created: 2010-08-04 Last updated: 2010-08-05Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf