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Involvera mera!
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesisAlternative title
More involvement! (English)
Abstract [sv]

På dagens hårt konkurrensutsatt marknad är inte bara priset en viktig konkurrenskraft, även relationen mellan kund och leverantör kan spela en avgörande roll för om det blir en affär eller inte. Möjligheten att låta kunden vara delaktig i produktutvecklingsprocessen är även ett sätt att stärka kundrelationerna. Uppsatsens syfte har därför varit att undersöka kundrelationerna både från leverantörens och kundens perspektiv. Avsikten med uppsatsen var även att undersöka hur kundrelationer och kundinvolverad produktutveckling kan användas för att skapa konkurrensfördelar inom Business-to-Business. Almedahls var även intresserade av att närmare undersöka möjligheterna för digitaltryck, vilket är en ny tryckprocess för företaget. Vi gjorde därför en fallstudie på Almedahls, ett tillverkande företag inom textilbranschen. Eftersom vi var intresserade av kundrelationer gjorde vi intervjuer med kunder samt anställda på Almedahls. Genom intervjuerna fick vi även svar på kundernas delaktighet i produktutvecklingen. Vi har även gjort en grundlig litteraturgenomgång för att finna tillämpbara teorier till fallstudien. Efter avslutad studie kan starka slutsatser dras att välutvecklade kundrelationer ger flera konkurrensfördelar. Dels ökar kundlojaliteten, kunden gör hellre affärer med någon de känner väl än en främmande leverantör, dels har företaget möjlighet att konkurrera med andra faktorer än lägsta pris. Kundinvolverad produktveckling ger även flera fördelar, risken att producera oattraktiva produkter minskar när kunden redan på ett tidigt stadium får utrycka sina åsikter och önskemål om produkten. Möjligheten till kundinvolvering uppfattas även positivt av kunderna, som ser företaget som mer kundorienterat. Att involvera kunder i produktutvecklingsprocessen är något som stärker relationen ytterligare.In today’s highly competitive market the price is not the only important competitive advantage, the relationship between the customer and the supplier can be a crucial factor for the customer to decide whether or not to buy from the supplier. The possibility to involve the customer in the product development process is another way for the supplier to strengthen the relationship with the customer. The purpose of the thesis has therefore been to investigate the customer relationship, both from the supplier’s and the customer’s perspective. The purpose was also to investigate how customer relationships and customer involved product development can strengthen a company’s competitiveness in Business-to-Business. Almedahls is also interested in further investigating the possibilities for digital textile printing, which is a new printing process for the company. We therefore made a case study on Almedahls, a manufacturer in the textile industry. Since we also were interested in the customer relationships we made interviews with customers and employees at Almedahls. Through the interviews we also received answers about the customers’ involvement in the product development. We have also made a thoroughly literature review to find applicable theories to the case study. After the study was done strong conclusions could be made about that strong customer relationships gives a company several competitive advantages. The loyalty of the customer base increases, customers are more willing of doing business with a company that they are familiar with rather than with unknown suppliers, it also gives the company other factors than price to compete with. Customer involved product development gives a firm plenty of advantages, the risk of producing unattractive goods decreases when the customers get the possibility to be involved in an early stage of the product development. When being involved in an early stage the customers have an opportunity to share their thoughts and wishes about the final product. The possibility for customer involvement is something that is appreciated by the customers, who perceive the company as more customer oriented. To involve the customers in the product development process will also help strengthen the relationship with the customer.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2012.
Series
Kandidatuppsats ; 2012.1.19
Keywords [en]
kundrelationer, textilt digitaltryck, business-to-business, customer relationships, customer involved product development, process mapping, digital textile printing
Keywords [sv]
kundinvolverad produktutveckling, processkartläggning
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-16830Local ID: 2320/11375OAI: oai:DiVA.org:hb-16830DiVA, id: diva2:1308719
Note
Program: TextilekonomutbildningenAvailable from: 2019-04-30 Created: 2019-04-30

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