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FrIESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)P.BATT

Pré requis

Students should be fluent in both written and spoken English.
It would be advantageous for students to have some background in international marketing

Objectifs du cours

differentiate between b2b and b2c marketing
appreciate the impact that internal and external elements have on b2b purchasing behaviour
understand the need for b2b firms to coordinate their activities through value chains
understand how b2b firms are embedded within dynamic b2b networks
describe key elements of b2b networks
understand and appreciate alternative frameworks for analysing the impact of culture on long-term b2b relationships
understand the key concepts of trust and social capital within exchange transactions
describe the key elements of enduring long-term b2b relationships
appreciate the difficulties in building enduring long-term relationships with exchange partners across national borders

Contenu du cours

This course will provide students with a greater understanding of business-to-business [b2b] purchasing behaviour when transacting with both upstream suppliers and downstream customers in the emerging economies. Using examples from the food industry, students will gain a greater understanding of how firms in value chains coordinate their activities through enduring long-term relationships with exchange partners and how firms are embedded within dynamic industrial purchasing networks. The key elements for analysing networks will be discussed. Students will then be introduced to the key constructs which are instrumental in building enduring long-term relationships and the challenges associated with building enduring long-term relationships across national borders arising from differences in culture, trust and social capital.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Independent study
Group Project4,00  
Independent work
Reference manual 's readings8,00  
Face to face
Interactive class16,00  
Charge de travail globale de l'étudiant36,00  

Méthodes pédagogiques

  • Coaching
  • Interactive class
  • Seminar


In groups, students will review and report on a case study drawn from one of the emerging economies. A two hour final written exam

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,00140,00
Group Project8,00160,00
TOTAL     100,00


  • Ellis, N. 2011. Business-to-business marketing. Relationships, networks and strategies. Oxford -

  • Fonfara, K. 2012. The development of business networks in the company internationalisation process. Poznan University of Economics Press. -

  • Anderson, J.C. and Narus, J.A. 1999. Business market management. Understaning, creating and delivering value. Prentice Hall -

  • Aurifeille, J.M., Medlin, C. and Tisdell, C. 2009. Trust, globalisation and market expansion. Nova. -

  • Wilson, D.T. 1995. An integrated model of buyer-seller relationships. J. Academy Mktg Sc 23(4): 335-345 -

  • Anderson, J.C., Hakansson, H. and Johanson, J. 1994. Dyadic business relationships within a business network context. J Mktg 58(4): 1-15. Batt, P.J. and Purchase, S. 2004. Managing collaboration within networks and relationships. Industrial Mktg Mngt 33: -

  • Fletcher, R. and Fang, A. 2006. Assessing the impact of culture on relationship creation and network formation in emerging Asian markets. EJMktg 40(3/4): 430-446. Rai, R.K. 2011. Are you planning to use culture as a variable in international market resear -

  • Productivity Commission. 2003. Social capital. Reviewing the concept and its policy implications. Canberra. Batt, P.J. 2008. Building social capital in networks. Industrial Mktg Mngt 37: 487-491. -

* Informations non contractuelles et pouvant être soumises à modification
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