RUOLO DEI TERZI ATTORI NEI MERCATI B2B: IL CASO DI STUDIO SINT TECHNOLOGY

Objectives. In the business-to-business (B2B) markets, the relationship between customer and supplier is a crucial element that directly influences the success of marketing strategies. This thesis aims to explore the initiation of these relationships highlighting the importance of third-party actors, intermediaries who connect buyers and sellers. It will provide insights to the gap between academic research and real-world business practices. In particular, by examining the case of SINT Technology and its interactions with Companies A, B and universities, the research will investigate how can third-party actors foster enhance the initiation and development of business relationships and foster innovation supporting business growth. It will also investigate whether it is effective to initiate a relationship with all contacts. Methodology. The research methodology involves an analysis of academic literature to understand the foundational theories and concepts related to B2B relationships and their initiation. This is complemented by a case study approach, focusing on SINT Technology. Data collection methods include an interview done using the Kvale, S. methodology (1994) and meetings with key actors focused on investigating the role of third-party actors in facilitating successful B2B relationships and an analysis of company revenues to support the qualitative analysis. Findings. The findings, on one hand, confirm what is already established in the literature. It is revealed that the presence of a third-party actor significantly improves the initiation and development of B2B relationships. In particular, the case of SINT Technology shows how customer references and partnerships with universities can lead to more effective customer management, stronger long-term relationships, and increased innovation. On the other hand, it has also been found an exception to the literature. In fact, in the case of a strong partner (Company A) with whom there is a relationship of a few years but strongly consolidated, their role as a third actor has not significantly facilitated the emergence of new relationships for SINT or the expansion of its network. Limitations of the research. The primary limitation of this research is its focus on a single case study, which may not be generalized to all B2B contexts. Additionally, the reliance on qualitative data from interviews may introduce subjectivity. It is recommended to conduct further research interviewing Company A to understand why the company represents an anomaly compared to the literature by assuming a third actor role that does not contribute to the BRI. Also, it could be necessary to provide additional quantitative data to validate the findings. Practical implications. The practical implications of this research suggest that companies operating in B2B markets should consider incorporating third-party actors into their relationship management strategies. This can lead to enrich the network and foster innovation, also by introducing roles like Key Account Managers (KAMs) specifically to manage such relationships. Businesses can leverage the insights from this study to develop frameworks for integrating third-party support into their operations. Originality of the work. This thesis contributes to the existing body of knowledge offering a unique perspective of the role of third-party actors in B2B relationship initiation. It is made by combining theoretical insights with practical case study analysis. Keywords. B2B markets, B2B relationships, third-party actors, business relationship initiation, innovation, business growth, SINT Technology, customer management.

Nei mercati business-to-business (B2B), la relazione tra cliente e fornitore è un elemento cruciale che influenza direttamente il successo delle strategie di marketing. Questa tesi si propone di esplorare come iniziano tali relazioni, enfatizzando l'importanza del ruolo dei terzi attori, intermediari che collegano acquirenti e venditori. Attraverso l'analisi del caso di SINT Technology e delle sue interazioni con le aziende A, B e gli enti di formazione universitaria, la ricerca indagherà come i terzi attori possano facilitare l'inizio e lo sviluppo delle relazioni commerciali, promuovendo l'innovazione e sostenendo la crescita dell9impresa. Inoltre, sarà necessario capire se si debba effettivamente iniziare una relazione con tutti i possibili contatti. La metodologia di ricerca prevede un9analisi della letteratura accademica al fine di comprendere le teorie e i concetti fondamentali relativi alle relazioni B2B. Questo è completato da un approccio basato sul caso di studio SINT Technology. I metodi di raccolta dei dati includono interviste e incontri con attori chiave, concentrandosi sul ruolo degli attori terzi nel facilitare relazioni B2B di successo, oltre a un'analisi dei risultati aziendali per supportare l'analisi qualitativa. Il principale limite di questa ricerca è il focus su un singolo caso di studio, che potrebbe non essere generalizzabile a tutti i contesti B2B. Inoltre, la dipendenza dai dati qualitativi delle interviste potrebbe introdurre soggettività. Si raccomanda di realizzare ulteriori ricerche intervistando l'azienda A per comprendere perché rappresenta un'anomalia rispetto alla letteratura assumendo un ruolo di terzo attore che non contribuisce alla BRI. Potrebbe anche essere necessario fornire dati quantitativi aggiuntivi per validare i risultati. I risultati confermano le previsioni della letteratura, secondo cui gli attori terzi influenzano significativamente gli esiti delle relazioni B2B, come evidenziato dalle partnership strategiche e dagli approcci orientati al cliente di SINT Technology. Tuttavia, emergono sfide con partner forti e consolidati come l'azienda A, dove il loro ruolo di terzo attore non facilita necessariamente nuove relazioni o l'espansione della rete per SINT.