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Tests the relevance of positioning within the domain of business marketing through the application of a new typology of positioning strategies. The proposed typology is tested in a well‐established market sector which is characterised by commodity products and consequently the research deals with positioning as applied to actual companies rather than specific brands. Our results offer strong support as to the stability of the proposed typology and the relevance of the concept of positioning in business markets. The authors suggest that although business positioning is predominantly determined by hard criteria (e.g. product quality) and relationship building factors (e.g. personal contact), other considerations such as company structures (i.e. geographical coverage), breadth of offerings and degree of integration (i.e. location in the distribution chain), also play an important part. Finally, we offer support to the claim that, level of familiarity with a specific company is a contributing factor to perceptions of the pursued positioning strategies.

Relationship management, key account management and customer orientation are concepts that have become central to modern management. This book is dedicated to illustrating and reflecting these concepts and their corresponding methods and instruments in depth. It is thereby focused on the business-to-business realm and equally applies to traditional industrial markets as well as to business-to-business services. Contributions include state-of-the-art research results that are conveyed in a comprehensible fashion to be applied in both executive education as well as in practice.​

The subject of this study is the theoretical analysis of strategic decisions of firms interacting on electronic business-to-business markets. The methodological approach is threefold. The chapter on technology adoption provides a model to analyze the firms' timing decision to innovate and adopt an electronic business technology, such as for example collaborative product development tools. The chapter on stable and efficient networks deals with a model on electronic business network formation among heterogeneous firms in order to find an explanation for the firms' recent reluctance to initiate or even participate in electronic markets. The chapter on electronic marketplaces takes a view on competitive impacts of different ownership structures of business-to-business marketplaces. The task is to reflect the observable decline of independent intermediaries together with the advent of collaborative platforms provided by industry consortia.

Relationship management, key account management and customer orientation are concepts that have become central to modern management. This book is dedicated to illustrating and reflecting these concepts and their corresponding methods and instruments in depth. It is thereby focused on the business-to-business realm and equally applies to traditional industrial markets as well as to business-to-business services. Contributions include state-of-the-art research results that are conveyed in a comprehensible fashion to be applied in both executive education as well as in practice