Marketing
Research in marketing focuses both on dynamics in B2B and B2C relationships.
Our long tradition of research on B2B relationships goes back to Jan Johanson’s thesis (1966) and his finding that relationships between suppliers and customers are long-term. This was the starting-point that resulted in the development of the fundamental theoretical ideas that lie as the basis for the now internationally well-established industrial marketing and purchasing perspective (IMP), as well as the business network approach.
Our current research in marketing continues the research on different aspects related to dynamics of B2B relationships and business networks. Our research in marketing has also taken on a new challenge in projects with focus on sustainability in B2C relationships.
The Marketing group is associated to the research shool The Swedish Research School of Management and IT(MIT).
