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Strategy development in a marketing network: product offer and cooperation for AU-System regarding the Bluetooth business
2001 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Bluetooth is a standard for short range wireless communication. The Bluetooth business consists of several actors connected in a network. To be able to use Bluetooth technology, both Bluetooth hardware and software is necessary. The hardware and the software have to be tested for Bluetooth certifying. Ericsson has developed both hardware and software that fit the Bluetooth standard. The software solution from Ericsson is a HOST stack, which AU-System sells on licence. AU-System helps the customer with the adaptation and implementation of the HOST stack. The research question for this Master's Thesis was "How to, regarding product solution and relations, choose a successful strategy, in a new branch consisting of many actors connected in a network?" To answer the question some network and competitive theories were used. Information was collected from both primary and secondary data. The primary data was collected from interviews. The secondary data was collected from newspaper articles and the Internet. The interviews were divided into two stages. In the first stage actors were interviewed, who have produced some product, demo or prototype using Bluetooth technology. In the second stage actors who have produced a hardware solution for the Bluetooth technology was interviewed. The results are confidential and are therefor not presented in this Master's Thesis.

Place, publisher, year, edition, pages
Keyword [en]
Technology, Industrial marketing, networks, co-operations, collaborations, business, partners, competitors, marketing, strategies, developments, AU-System, Bluetooth, HOST stack, industriell marknadsföring, produkterbjudande, samarbete, affärsutveckling, strategiutveckling, konkurrensanalys
Keyword [sv]
URN: urn:nbn:se:ltu:diva-49550ISRN: LTU-EX--01/261--SELocal ID: 6e145d74-9ba8-478a-8b17-a6d452be1a8cOAI: diva2:1022897
Subject / course
Student thesis, at least 30 credits
Educational program
Industrial and Management Engineering, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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