Exploring the Service Customization Strategies of B2B Oriented Firms：The Case of Raritan

• Main Authors: Wan-Lai Hsieh, 謝萬來
• Other Authors: 林俊昇
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/axewc6

碩士 === 國立臺灣大學 === 國際企業管理組 === 103 === Selecting an appropriate marketing strategy is crucial for the success of B2B firms. With limited resources, small to medium B2B firms must carefully evaluate the market opportunities, analyze the market conditions and competitors in order to achieve their core competence. Service customization has been one of the major strategies for business success. This research explored the case of Raritan Inc. which achieved its competitive advantage through customized service in the B2B context. In-depth interviews with B2B managers and partners were conducted to examine Raritan Inc.’s service customization strategies. Several business strategies and procedures were identified. Implications, limitations and future research directions were then discussed.