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 basis of product specification is a tough task, Symrise has become a preferred supplier amongst their clients, mostly consumer good brands, through exploring market research and trends via innovative research approaches like Netnography as well as through the matching and development of resulting solutions with their clients’ brands.