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The B2B sector:using social media effectively to enhance business development

Bersadschi, Elena LU and Westphal, Julius LU (2014) BUSN39 20141
Department of Business Administration
Abstract
Research Question:
1. In which ways can social media in a B2B context be utilized to
identify prospective customers, business partners or other
stakeholders; to strengthen relationships; to create long-term
value; to enter new markets or to develop products?
2. How can B2B companies achieve full potential of their social
media activity?
3. Is it possible and recommendable for B2B companies to take a
‘B2C approach’ on social media in order to leverage business
development?

Research Purpose:
The purpose of this research is to develop a deeper understanding of
the social media phenomenon in a B2B context in relation to
business development.

Method:
This research qualitatively analyzed contrasting case... (More)
Research Question:
1. In which ways can social media in a B2B context be utilized to
identify prospective customers, business partners or other
stakeholders; to strengthen relationships; to create long-term
value; to enter new markets or to develop products?
2. How can B2B companies achieve full potential of their social
media activity?
3. Is it possible and recommendable for B2B companies to take a
‘B2C approach’ on social media in order to leverage business
development?

Research Purpose:
The purpose of this research is to develop a deeper understanding of
the social media phenomenon in a B2B context in relation to
business development.

Method:
This research qualitatively analyzed contrasting case examples. The
empirical data was collected through semi-structured interviews and
assessed with the help of the thematic framework method. The
theoretical chapter was built through an iterative approach.

Conclusion:
The empirical data of this analysis strongly indicate that social media
can be used to enhance business development in the B2B context.
Social media provides opportunities for B2B organizations to identify
leads, to increase brand awareness, to sustain and develop
relationships, to enter new markets and to innovate products and
business processes. (Less)
Please use this url to cite or link to this publication:
author
Bersadschi, Elena LU and Westphal, Julius LU
supervisor
organization
course
BUSN39 20141
year
type
H1 - Master's Degree (One Year)
subject
keywords
Social media, B2B, effective, business development, long-term value
language
English
id
4519631
date added to LUP
2014-06-27 10:46:53
date last changed
2014-06-27 10:46:53
@misc{4519631,
  abstract     = {{Research Question: 
1. In which ways can social media in a B2B context be utilized to 
identify prospective customers, business partners or other 
stakeholders; to strengthen relationships; to create long-term 
value; to enter new markets or to develop products? 
2. How can B2B companies achieve full potential of their social 
media activity? 
3. Is it possible and recommendable for B2B companies to take a 
‘B2C approach’ on social media in order to leverage business 
development? 

Research Purpose: 
The purpose of this research is to develop a deeper understanding of 
the social media phenomenon in a B2B context in relation to 
business development. 

Method: 
This research qualitatively analyzed contrasting case examples. The 
empirical data was collected through semi-structured interviews and 
assessed with the help of the thematic framework method. The 
theoretical chapter was built through an iterative approach. 

Conclusion: 
The empirical data of this analysis strongly indicate that social media 
can be used to enhance business development in the B2B context. 
Social media provides opportunities for B2B organizations to identify 
leads, to increase brand awareness, to sustain and develop 
relationships, to enter new markets and to innovate products and 
business processes.}},
  author       = {{Bersadschi, Elena and Westphal, Julius}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The B2B sector:using social media effectively to enhance business development}},
  year         = {{2014}},
}