Purpose: This paper centers round outsourcing. The purpose of this paper is to direct attention to outsourcing in the public sector and focus on what could be special when considering outsourcing in such contexts. The authors try to portray the business activities in private and in public...

Purpose – The purpose of this paper is to develop theory on effective buyer‐seller interaction for different types of business services. A classification of business services which identifies four service types based on how they are used by the buying company is used....

Purpose – Despite the increased focus on brands in B2B markets, little research to date has focused on understanding the role brands play in different B2B contexts. To make a contribution in this area, the article aims to investigate whether, why and how corporate brand image plays a role in...

In the final chapter of the book the authors discuss potential continued developments of some of the topics addressed in the previous texts of the book. The final overview of the book starts with a set of some more practical, empirical issues that deserve attention. The choice of practical...

This chapter is a response to observations from previous chapters where we have learnt that the context surrounding B2B sales seem to deviate quite a lot from a traditional market view based on neoclassic theory. In the first part of this chapter, we contrast the two different views of markets...

B2B business is very much about relationships, and solution-oriented business may further underline this. But relations could look very different and the interface between buyer and seller could also vary a lot and be more or less fit for purpose. In this chapter, we point at possibilities to be...

In this chapter, we try to put ourselves in the buyer’s situation. It is a strong ongoing change force among contemporary organizations. Purchasing organizations are getting more capable, better equipped with tools, methods, higher skilled people, and improved organizational designs. This...

The topics of this chapter are quite fundamental for the book. The chapter deals with value in B2B; what is value, what creates value, how could value be identified, estimated, and exploited. For these reasons, the chapter presents a value calculation model and carries out a critical discussion of...

The aim of this chapter is to introduce the reader to the complexities of marketing organization especially in bigger firms. This chapter draws attention to one of these major drivers for change — globalization. This is done with the help of an in-depth case study of ABB Robotics. The case...