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Examination of the Feasibility of the Multichannel Strategy within a B2B Complex Product Context: A case study on ABB Control Systems within Industrial Automation Division
Uppsala University, Disciplinary Domain of Science and Technology, Technology, Department of Engineering Sciences, Industrial Engineering & Management.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The aim of this study is to examine the feasibility of the multichannel strategy in a B2B complex product context through an in-depth case study on ABB control systems. Firstly, the study focused on investigating the channel strategy for the current ABB control systems. The channel structure and sales cycle have been identified. Secondly, the study identified the challenges which have existed in the channels for ABB control systems. Channel conflicts and lack of channel integration have been recognized as the major challenges. Finally, the thesis proposed improvement suggestions on how to reduce channel conflicts and increase channel integrations for ABB control systems.

Place, publisher, year, edition, pages
2019. , p. 68
Series
TVE-MILI ; 19034
Keywords [en]
channel structure, multichannel, channel conflict, channel integration, complex products
National Category
Other Engineering and Technologies not elsewhere specified
Identifiers
URN: urn:nbn:se:uu:diva-397976OAI: oai:DiVA.org:uu-397976DiVA, id: diva2:1374118
External cooperation
ABB AB
Educational program
Master Programme in Industrial Management and Innovation
Presentation
2019-09-13, 09:00 (English)
Supervisors
Examiners
Available from: 2019-11-29 Created: 2019-11-28 Last updated: 2019-11-29Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf