In the last decade, online strategies, especially in the social media context, have replaced direct sales and cold calling. As a result, companies are increasingly using social media to draw attention to themselves and their products, as well as to distribute them. Therefore, an understanding of how these strategies can be designed and influenced to support the use of social media is also necessary.
 
The result of this thesis shows through which criteria of a social selling strategy the market launch of a product in the B2B sector is successful.
  • Project Name: “Unterstützung einer B2B-Markteinführung durch gezieltes Stakeholder Management mit Social Media” (Supporting a B2B Market Launch Through Targeted Stakeholder Management with Social Media)
  • Client: Dresden University of Technology
  • Skills: scientific writing, qualitative interviews
  • Category: bachelor thesis
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