Global marketing of industrial products:are interpersonal relationships always critical?

The present paper examines the issue of whether interpersonal relationships are critical for global marketing of industrial products. The fields of relationship marketing, IMP group research, sales research, and network theory have stressed the importance of interpersonal relationships in the business-to-business or industrial marketing context. In contrast to this emphasis on interpersonal relationships, we argue that industrial firms can both conceive and enhance marketing strategies based on developing high quality and consistent processes, products, services or outcomes (consistent processes and outcomes). Such strategies are especially important given the fact that developing interpersonal relationships is expensive due to their reliance on frequent and/or face-to-face communications. In this paper, we examine industry and country contexts that lead to the choice of alternative industrial product marketing strategies and highlight some future research directions and managerial implications.

Light scattering in random media with wavelength-scale structures : astronomical and industrial applications

Light scattering, or scattering and absorption of electromagnetic waves, is an important tool in all remote-sensing observations. In astronomy, the light scattered or absorbed by a distant object can be the only source of information. In Solar-system studies, the light-scattering methods are employed when interpreting observations of atmosphereless bodies such as asteroids, atmospheres of planets, and cometary or interplanetary dust. Our Earth is constantly monitored from artificial satellites at different wavelengths. With remote sensing of Earth the light-scattering methods are not the only source of information: there is always the possibility to make in situ measurements. The satellite-based remote sensing is, however, superior in the sense of speed and coverage if only the scattered signal can be reliably interpreted. The optical properties of many industrial products play a key role in their quality. Especially for products such as paint and paper, the ability to obscure the background and to reflect light is of utmost importance. High-grade papers are evaluated based on their brightness, opacity, color, and gloss. In product development, there is a need for computer-based simulation methods that could predict the optical properties and, therefore, could be used in optimizing the quality while reducing the material costs. With paper, for instance, pilot experiments with an actual paper machine can be very time- and resource-consuming. The light-scattering methods presented in this thesis solve rigorously the interaction of light and material with wavelength-scale structures. These methods are computationally demanding, thus the speed and accuracy of the methods play a key role. Different implementations of the discrete-dipole approximation are compared in the thesis and the results provide practical guidelines in choosing a suitable code. In addition, a novel method is presented for the numerical computations of orientation-averaged light-scattering properties of a particle, and the method is compared against existing techniques. Simulation of light scattering for various targets and the possible problems arising from the finite size of the model target are discussed in the thesis. Scattering by single particles and small clusters is considered, as well as scattering in particulate media, and scattering in continuous media with porosity or surface roughness. Various techniques for modeling the scattering media are presented and the results are applied to optimizing the structure of paper. However, the same methods can be applied in light-scattering studies of Solar-system regoliths or cometary dust, or in any remote-sensing problem involving light scattering in random media with wavelength-scale structures.

Marketing Industrial: Diagnóstico de las Relaciones con Clientes y de las estrategias de marketing en mercados industriales

A lo largo de este trabajo, realizaremos un diagnóstico de las relaciones con clientes y de las estrategias de marketing en mercados industriales. Para ello, dividimos el trabajo en dos grandes partes y lo cerramos con unas conclusiones globales. La primera parte, el marco teórico, se ha elaborado tras la revisión crítica de la bibliografía referenciada al final del trabajo y el conocimiento adquirido en las sesiones magistrales de la asignatura Marketing Industrial de 4º curso del Grado en Marketing, impartida por la profesora Mª Soledad Aguirre, a las que asistí como oyente puesto que yo no soy alumno de dicho grado. En la segunda parte, el estudio empírico, realizamos un análisis de nueve empresas y organizaciones vascas (a excepción de una de ellas) que mantienen relaciones comerciales esencialmente del tipo Business to Business, que es lo que en la bibliografía que hemos trabajado se entiende por relaciones comerciales propias de Mercados Industriales. No se habla tanto de productos industriales como de clientes industriales o empresariales (relaciones empresa-empresa). Para ello, hemos utilizado como método de análisis y contraste el Método del Caso. Por último, concluimos el trabajo con la enumeración de las principales conclusiones extraídas de nuestra investigación y con la relación de la Bibliografía y Webgrafía consultada.