Buyer-seller relationships in international B2B bulk product industry: Case Luvata Pori Oy
Peltomäki, Mikko (2015)
Peltomäki, Mikko
2015
Kuvaus
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Tiivistelmä
In research, several strategies can be found with regard to initiate successful buyer-seller relationships in domestic context. However, fewer studies have focused on customer-supplier relationships, relationship quality and account management in overseas context. Thus, the purpose of this Master’s thesis is to study the relationship quality of international buyer-seller relationships in business to business bulk product industry. In order to cover the research topic appropriately, the dimensions trust, commitments, satisfaction and communication have been applied from Relationship Marketing literature but also dimensions strategic fit, balance of power and global focus & uniqueness are applied from Global Account Management literature.
The abductive approach is applied to conduct this study. Data collection is based on semi-structured in-depth interviews with 8 participants from a Finnish copper manufacturing company, Luvata Pori Oy. All the participants are Finnish sales-professionals with extensive experience from international business to business environment. The result of this thesis is to contribute as a supportive guideline for companies supplying standardized industrial products and aiming to develop their international customer relationships.
The result of this Master’s thesis demonstrated that Finnish bulk product suppliers should ensure they create the feeling of closeness with cross-border customers by having specific communication plan increasing convenience but also flexible and reliable channel activities creating supportive atmosphere. Moreover, organizational facilities and culture need to support transparent information sharing and painless information access. The degree of customers’ globalization and strategic importance need to be carefully evaluated. Results also demonstrate that the bargaining power of Finnish bulk product suppliers is limited and therefore communication with purchasers should be centralized, innovativeness in service development promoted and the involvement of people from multiple levels of both organizations secured.
The abductive approach is applied to conduct this study. Data collection is based on semi-structured in-depth interviews with 8 participants from a Finnish copper manufacturing company, Luvata Pori Oy. All the participants are Finnish sales-professionals with extensive experience from international business to business environment. The result of this thesis is to contribute as a supportive guideline for companies supplying standardized industrial products and aiming to develop their international customer relationships.
The result of this Master’s thesis demonstrated that Finnish bulk product suppliers should ensure they create the feeling of closeness with cross-border customers by having specific communication plan increasing convenience but also flexible and reliable channel activities creating supportive atmosphere. Moreover, organizational facilities and culture need to support transparent information sharing and painless information access. The degree of customers’ globalization and strategic importance need to be carefully evaluated. Results also demonstrate that the bargaining power of Finnish bulk product suppliers is limited and therefore communication with purchasers should be centralized, innovativeness in service development promoted and the involvement of people from multiple levels of both organizations secured.