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The Management of a Distributor in a B2B Perspective -a case study of Getinge AB-

Linde, Therese and Holmqvist, Magnus (2011) FEKP90 20111
Department of Business Administration
Abstract
The usage of foreign distributors on international markets has increased steadily over the past 30 years. Manufacturers who operate in a business-to-business environment now see the benefits by using this form of arrangement. At the same time the process of building a strong brand is gaining more attention in industrial markets, and has proven to be an effective way to reduce barriers to conclude a sale. In order to fulfil the purpose of these research two main questions has been answered; What attributes are important factors in this kind of relationship? What are the approaches that lead to success and critical issues for the management to assess? In addition to this we have conducted a brand awareness and attitude research among the... (More)
The usage of foreign distributors on international markets has increased steadily over the past 30 years. Manufacturers who operate in a business-to-business environment now see the benefits by using this form of arrangement. At the same time the process of building a strong brand is gaining more attention in industrial markets, and has proven to be an effective way to reduce barriers to conclude a sale. In order to fulfil the purpose of these research two main questions has been answered; What attributes are important factors in this kind of relationship? What are the approaches that lead to success and critical issues for the management to assess? In addition to this we have conducted a brand awareness and attitude research among the hospitals in Turkey, in order to compare Getinge with their global and local competitors. This will answer the third question; Marketing/brand research on the Turkish market; Have the distributor made a successful approach towards the customers? The results from the qualitative research give some general ideas on how such relationships should be managed and the quantitative study puts those findings in a market perspective. For the relationships to flourish, management must consider trust, respect, contract, personal attachments and knowledge exchange. In the analysis we will discuss the five key findings we have found to be important, and the benefits of having a foreign distributor will be presented. The thesis will be concluded in the last chapter with managerial implications that needs to be monitored in order to create a healthy distributor-manufacturer relationship in the long run. (Less)
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author
Linde, Therese and Holmqvist, Magnus
supervisor
organization
course
FEKP90 20111
year
type
H1 - Master's Degree (One Year)
subject
keywords
Management of enterprises, Medical eqipment, Branding, Relationship marketing, B2B, Distributors, Företagsledning, management
language
Swedish
id
1981300
date added to LUP
2011-05-20
date last changed
2012-11-13 11:57:28
@misc{1981300,
  abstract     = {The usage of foreign distributors on international markets has increased steadily over the past 30 years. Manufacturers who operate in a business-to-business environment now see the benefits by using this form of arrangement. At the same time the process of building a strong brand is gaining more attention in industrial markets, and has proven to be an effective way to reduce barriers to conclude a sale. In order to fulfil the purpose of these research two main questions has been answered; What attributes are important factors in this kind of relationship? What are the approaches that lead to success and critical issues for the management to assess? In addition to this we have conducted a brand awareness and attitude research among the hospitals in Turkey, in order to compare Getinge with their global and local competitors. This will answer the third question; Marketing/brand research on the Turkish market; Have the distributor made a successful approach towards the customers? The results from the qualitative research give some general ideas on how such relationships should be managed and the quantitative study puts those findings in a market perspective. For the relationships to flourish, management must consider trust, respect, contract, personal attachments and knowledge exchange. In the analysis we will discuss the five key findings we have found to be important, and the benefits of having a foreign distributor will be presented. The thesis will be concluded in the last chapter with managerial implications that needs to be monitored in order to create a healthy distributor-manufacturer relationship in the long run.},
  author       = {Linde, Therese and Holmqvist, Magnus},
  keyword      = {Management of enterprises,Medical eqipment,Branding,Relationship marketing,B2B,Distributors,Företagsledning,management},
  language     = {swe},
  note         = {Student Paper},
  title        = {The Management of a Distributor in a B2B Perspective -a case study of Getinge AB-},
  year         = {2011},
}