Riassunto analitico
This Master's Thesis aims to analyze buyer-supplier relationships and value creation strategies in the B2B sector through an extensive literature analysis followed by a case study based on an internship experience at Sacmi Packaging & Chocolate. Recognizing the importance of value creation processes tied to a company's strategic goals, this thesis specifically investigates the link between buyer-supplier relationships and value creation strategies. The objectives include applying CRM strategies and value creation/co-creation models to the Sacmi case study. The main contents regard the dynamics of buyer-supplier relationships, its drivers and power dynamics, and the strategies to sustain them in the long term. This includes investigating essential CRM tactics, brand management for building customer trust, and B2B marketing practices for enhancing customer engagement. Also, the B2B purchasing process is analyzed, thanks to the identification of key buying criteria guiding industrial purchases and the exploration of major value creation strategies that influence the process. Extensive analysis covers value creation theory, best practices, and value co-creation, aiming to identify the true drivers of success and competitive advantage in the industry. The thesis concludes with empirical evidence provided through the Sacmi Packaging & Chocolate case study. Overall, the thesis bridges theoretical insights with practical application, contributing valuable knowledge to B2B marketing and relationship management.
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