Listening to Social Media From a B2B2C Perspective: How to strengthen the competitive role as "preferred supplier" with netnography

This presentation gives insight into B2B-specific business requirements and how the application of innovative, consumer-centric research methods like Netnography can be applied to strengthen the competitive situation of strategic suppliers within the B2B2C eco system of the food market.

Listening to Social Media From a B2B2C Perspective: How to strengthen the competitive role as "preferred supplier" with netnography

Steffen Hück, Julia Jonas, Anne Grünhagen and Cornelia Lichter

THE FOOD MARKET ECO SYSTEM

Food Market Perspectives

Symrise GmbH & Co. KG (Symrise), as one of the leading suppliers for flavors and scents worldwide, has driven innovation inside the firm and at their clients’ firms through the integration of end consumers and the offering of product solutions instead of flavors and scents as a product only. In a B2B business constellation where differentiation on the...

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