Oliver Florian Friede – författare

Seminar paper from the year 2002 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3 (A), University of Tampere (School of Business Administration), course: Buying Behaviour, language: English, abstract: One "e;official"e; definition of consumer behavior is "e;The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of pro-ducts, services, experiences, or ideas to satisfy needs and the impacts that these pro-cesses have on the consumer and society."e; Although it is not necessary to memorize this definition, it brings up some useful points:Behavior occurs either for the individual, or in the context of a group (e.g., friends in-fluence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use). Consumer behavior within European Community involves the use and disposal of pro-ducts as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental prob-lems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest. Nowadays, consumer behavior in EU involves services and ideas as well as tangible products. The impact of consumer behavior on society is also of relevance. For example, ag-gressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy. With the unifying of EU the impact is even bigger.

Seminar paper from the year 2002 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3 (A), University of Tampere (School of Business Administration), course: Buying Behaviour, language: English, abstract: The profitability of any company and stability in its activity depends on the preferences of their customers. Marketing mix also plays a very important role. Analysing custom-ers company should choose the product to produce, price for which to sell, place of selling, the strategy of distribution and advertising. Company should not ignore their competitors. During recent years the importance of inter-company relationships has been widely recognised. Customers are always searching for suppliers that can and are prepared to meet their requirements. To make a right decision it is necessary to analyse the market. That is the work of departments. The relationships between buy-ers and sellers are rather like the relationships between people. Two companies are surviving due to each other. Relationships exist between all suppliers and their cus-tomers in business markets. The decision that managers of a company face are mainly how to achieve that relationship and what sort of relationships they would like to have. Company have to set priorities between their different relationships, allocate resources accordingly and manage them individually. An important task to build rela-tionships with the customers, which will span not just several months but be counted by decades. Long-term relationships company behave according to the values that create genuine trust over time: quality, honesty, accountability and fairness. To serve clients now and as far into the future as they may need a company. Company have to strive to build long-term relationships with our customers this enables both partners to share in the economic benefits and trust established by a continued relationship.

Essay from the year 2002 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3 (A), University of Tampere (School of Business Administration), course: Strategic Business Relationships and Networks, language: English, abstract: Relationships in the Business-to-Business sector can be viewed as simply dyadic relationships or as a cluster of relationships imbedded in a network. Relationships are valuable resources, which, although they do not appear on the balance sheet, provide considerable returns on the investment of time and money devoted to their development. Therefore, relationships can also be the source of value creation for the firm, its shareholders, employees, customers, partners and suppliers. The nature or the atmosphere of the relationship is important for value creation .Relationship strength as assessed by relational norms such as flexibility, communication and solidarity has been shown to be an important factor in determining the effectiveness of Business-to-Business relationships. According to the Boston Consulting Group (2001), approximately 40 biotech-clusters, in different developmental stages, have emerged worldwide. Clusters can be defined as "e;thematically focused collections of scientific institutes and companies of different size on a limited space with high attractiveness to third parties"e;. In addition, the convergence of modern biotechnology with information and communication technology and the application of robotics and automation techniques catalyze these developments even more. The cluster speeds up the company's capability to innovate. This rapid growth of knowledge and the dispersion of expertise open up new business. The highly specific knowledge and skills fosters the formation of yet more specialized companies and value creation. In this essay, I would like to illustrate two types of partnerships within clusters of emerging biotechnology companies. Firstly, relationships between emerging biotech companies and their most important non-financial business partner. Secondly, relationships between emerging biotech companies and their lead investor, which I would like to describe by using Venture Capital investments. My purpose was to evaluate the strength of the relationship in the two types of partnerships in general, and afterwards with the help of an example of a biotech company, called MorphoSys, located in my home country, Germany.