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Business–to–Business Marketing, an entrepreneurial process!? : a research on constructing and applying a framework for Business-to-Business marketing as an entrepreneurial process in the North West European offshore industry

Wullink, E.C. (2007) Business–to–Business Marketing, an entrepreneurial process!? : a research on constructing and applying a framework for Business-to-Business marketing as an entrepreneurial process in the North West European offshore industry.

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Abstract:Smaller enterprises acting as a representative for offshore fabrication contractors in the European offshore market for offshore structures, have difficulties acquiring customers or contracts for their represented. These smaller enterprises often have no insight in which activities to conduct in their role a representative. Also they often lack the insight which resources and competences are available within their organization to conduct these activities. In the research described in this report a framework is constructed and demonstrated, which can be used for giving an insight in Business-to-Business marketing activities in smaller companies acting as an offshore contractors representative in the European market for offshore constructions. Also this framework gives an insight in the resource and competences within the entrepreneurial process of these smaller companies to conduct these activities. In this way the framework is a two dimensional approach which can lead to a better development of business-to-business marketing activities in smaller enterprises by linking these activities to the entrepreneurial process.
Item Type:Essay (Master)
Clients:
Focus Oil and Gas Group BV
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Industrial Engineering and Management MSc (60029)
Link to this item:http://purl.utwente.nl/essays/58042
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