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
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.
