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Establishment
Language of instruction
English
Teaching content
NEGOTIATION
This course occurs in the following program(s)
IESEG Degree - Programme Grande École
- Crédits ECTS: 2.00
Training officer(s)
P.BATT
Stakeholder(s)
BATT Peter, AL HUSSAN Fawaz
Présentation
Prerequisite
Students should be fluent in both written and spoken English.
It would be advantageous for students to have some background in international/export marketing and a sound foundation in marketing principles.
It would be advantageous for students to have some background in international/export marketing and a sound foundation in marketing principles.
Goal
At the end of the course, the students should be able to:
- Differentiate between b2b and b2c marketing
- Appreciate the impact that internal and external elements have on b2b purchasing behaviour
- Understand how b2b firms need to coordinate their activities through value chains
- Understand how b2b firms are embedded within dynamic b2b networks
- Understand the key concepts of trust and social capital within exchange transactions
- Describe the key elements of enduring long-term b2b relationships
- Appreciate the difficulties in building enduring long-term relationships with exchange partners across nations
- Understand and appreciate alternative frameworks for analysing the impact of culture on long-term b2b relationships
- Differentiate between b2b and b2c marketing
- Appreciate the impact that internal and external elements have on b2b purchasing behaviour
- Understand how b2b firms need to coordinate their activities through value chains
- Understand how b2b firms are embedded within dynamic b2b networks
- Understand the key concepts of trust and social capital within exchange transactions
- Describe the key elements of enduring long-term b2b relationships
- Appreciate the difficulties in building enduring long-term relationships with exchange partners across nations
- Understand and appreciate alternative frameworks for analysing the impact of culture on long-term b2b relationships
Presentation
This course will provide students with a greater understanding of business-to-business [b2b] purchasing behaviour when transacting with both upstream suppliers and downstream customers in the emerging economies. Using examples from the food industry, students will gain a greater understanding of how firms in value chains coordinate their activities through enduring long-term relationships with exchange partners and how firms are embedded within dynamic industrial purchasing networks. The key elements for analysing networks will be discussed. Students will then be introduced to the key constructs which are instrumental in building enduring long-term relationships and the challenges associated with building enduring long-term relationships across national borders arising from differences in culture, trust and social capital.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Travail personnel | |||
| Group Project | 4,00 | ||
| Autoformation | |||
| E-Learning | 4,00 | ||
| Overall student workload | 24,00 | ||
Evaluation
In groups, students will review and report on a case study drawn from one of the emerging economies. A two hour final written exam.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Examen (final) | |||
| Examen écrit | 2,00 | 1 | 40,00 |
| Autres | |||
| Projet Collectif | 4,00 | 1 | 60,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Ellis, N. 2011. Business-to-business marketing. Relationships, networks and strategies. Oxford -
Fonfara, K. 2012. The development of business networks in the company internationalisation process. Poznan University of Economics Press. -
Anderson, J.C. and Narus, J.A. 1999. Business market management. Understaning, creating and delivering value. Prentice Hall -
Aurifeille, J.M., Medlin, C. and Tisdell, C. 2009. Trust, globalisation and market expansion. Nova. -
Wilson, D.T. 1995. An integrated model of buyer-seller relationships. J. Academy Mktg Sc 23(4): 335-345 -
Anderson, J.C., Hakansson, H. and Johanson, J. 1994. Dyadic business relationships within a business network context. J Mktg 58(4): 1-15. Batt, P.J. and Purchase, S. 2004. Managing collaboration within networks and relationships. Industrial Mktg Mngt 33: -
Fletcher, R. and Fang, A. 2006. Assessing the impact of culture on relationship creation and network formation in emerging Asian markets. EJMktg 40(3/4): 430-446. Rai, R.K. 2011. Are you planning to use culture as a variable in international market resear -
Batt, P.J. and Purchase, S. 2004. Managing collaboration within networks and relationships. Industrial Mktg Mngt 33: 169-174. -
Rai, R.K. 2011. Are you planning to use culture as a variable in international market research? Metamorphosis 10(2): 6-26. -
Productivity Commission. 2003. Social capital. Reviewing the concept and its policy implications. Canberra. Batt, P.J. 2008. Building social capital in networks. Industrial Mktg Mngt 37: 487-491. -
Fonfara, K. 2012. The development of business networks in the company internationalisation process. Poznan University of Economics Press. -
Anderson, J.C. and Narus, J.A. 1999. Business market management. Understaning, creating and delivering value. Prentice Hall -
Aurifeille, J.M., Medlin, C. and Tisdell, C. 2009. Trust, globalisation and market expansion. Nova. -
Wilson, D.T. 1995. An integrated model of buyer-seller relationships. J. Academy Mktg Sc 23(4): 335-345 -
Anderson, J.C., Hakansson, H. and Johanson, J. 1994. Dyadic business relationships within a business network context. J Mktg 58(4): 1-15. Batt, P.J. and Purchase, S. 2004. Managing collaboration within networks and relationships. Industrial Mktg Mngt 33: -
Fletcher, R. and Fang, A. 2006. Assessing the impact of culture on relationship creation and network formation in emerging Asian markets. EJMktg 40(3/4): 430-446. Rai, R.K. 2011. Are you planning to use culture as a variable in international market resear -
Batt, P.J. and Purchase, S. 2004. Managing collaboration within networks and relationships. Industrial Mktg Mngt 33: 169-174. -
Rai, R.K. 2011. Are you planning to use culture as a variable in international market research? Metamorphosis 10(2): 6-26. -
Productivity Commission. 2003. Social capital. Reviewing the concept and its policy implications. Canberra. Batt, P.J. 2008. Building social capital in networks. Industrial Mktg Mngt 37: 487-491. -