Supportive Elements of a Long-Term B2B Communication: The Case of a Norwegian SME

Karoline Hjelmeland () and Elena Panteleeva ()
Additional contact information
Karoline Hjelmeland: Norwegian University of Science and Technology
Elena Panteleeva: Norwegian University of Science and Technology

A chapter in Eurasian Business Perspectives, 2021, pp 219-235 from Springer

Abstract: Abstract A successful relationship marketing requires a company to manage the communication with its customers in a way that it creates value for all parties. Therefore, the strategic role of communication has become a managerial priority for firms in all industries. Even though the concept of communication process has been thoroughly studied, the issue of long-term B2B communication between industrial companies has been scantly represented in the literature. Responding to the call for more examination of this issue against empirical evidence, this paper examines the long-term B2B communication process established by the industrial company, using the case of one Norwegian small- and medium-sized enterprise (SME) communicating with its international customers. The purpose of the paper is to reveal and describe elements which are supportive and contribute to a successful long-term cooperation. The paper is based on primary data collected from the interviews with the company representatives. Secondary data collected from public sources was used as well. The case company chosen for the study is a world leader in the polyurethane foam market, family-owned SME. It was assumed that the key elements of the communication process in this company are prominent and accessible for empirical examination. The empirical description is structured around the interactive communication model. The study traced the communication process in a case company and revealed that (1) actors providing communication, (2) the subject for communication, and (3) the stages of the sales process configure and modify elements of the communication process and ways these are applied.

Keywords: B2B communication; SME; Communication process (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-030-65085-8_14

Ordering information: This item can be ordered from
http://www.springer.com/9783030650858

DOI: 10.1007/978-3-030-65085-8_14

Access Statistics for this chapter

More chapters in Eurasian Studies in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().