B2B Research Group

B2B Marketing and Purchasing is a research group studying how organisations exchange products, services and knowledge with other companies on national and international markets. We conduct research within four B2B areas: Sourcing/purchasing management Sales/marketing management The buyer-supplier exchange Industrial networks Our research is positioned within the junction between the fields of industrial marketing and operations management, with considerable inspiration from international business. In addition, we rely on theories from alternative fields such as economics, organisation and social psychology. Our research aims at understanding the exchange process between buying and selling companies, how organisations manage activities on their side of the exchange, as well as how they manage interdependencies to the broader industrial network of which they are part. Based on this knowledge, we educate our students to become boundary spanners - specialised in managing across organisational divides. We also emphasise the international context, which adds another layer of complexity to B2B Marketing Management.