Business-to-business Relationship Management in a Non-profit Organization Case: Amcham Finland
Sundvall, Elzbieta (2013)
Sundvall, Elzbieta
HAAGA-HELIA ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013120219535
https://urn.fi/URN:NBN:fi:amk-2013120219535
Tiivistelmä
As businesses change their general outlook from relying on transactional marketing and treating customers as passive targets towards the idea of seeking co-creation value with customers and emphasizing relationship marketing, the value of customer relationship management constantly increases. Consequently business-to-business relationship management has more and more importance in today’s business world.
Amcham Finland is a non-profit and non-governmental business association founded in 2005. It offers a wide variety of programs and events to its members, as well as providing a networking platform and critical business information. Its mission is to promote the businesses of its members. Since the organization’s aim is to serve its members, there is a need for constant development and the improvement of efficiency regarding its customer relationship management operations.
The objective of this thesis is to analyze how business-to-business processes are handled in a non-profit environment, specifically that of the case organization, to evaluate these processes, and to propose possible recommendations and developmental ideas.
The gathering of theoretical and empirical material for the thesis was conducted in spring 2013. The actual writing of this thesis took place in fall 2013. The research was qualitative in nature. The theories used were based on scholarly texts and relevant articles. The empirical studies included material provided by the case organization (brochures, scorecard, survey, etc.), as well as six interviews with the Amcham’s staff members who are most involved in customer relationship management.
The results show that Amcham’s business-to-business relationship management is, in general, handled quite well. However, a few developmental ideas were given, such as having standardized personnel training and increasing the number of company visits.
Amcham Finland is a non-profit and non-governmental business association founded in 2005. It offers a wide variety of programs and events to its members, as well as providing a networking platform and critical business information. Its mission is to promote the businesses of its members. Since the organization’s aim is to serve its members, there is a need for constant development and the improvement of efficiency regarding its customer relationship management operations.
The objective of this thesis is to analyze how business-to-business processes are handled in a non-profit environment, specifically that of the case organization, to evaluate these processes, and to propose possible recommendations and developmental ideas.
The gathering of theoretical and empirical material for the thesis was conducted in spring 2013. The actual writing of this thesis took place in fall 2013. The research was qualitative in nature. The theories used were based on scholarly texts and relevant articles. The empirical studies included material provided by the case organization (brochures, scorecard, survey, etc.), as well as six interviews with the Amcham’s staff members who are most involved in customer relationship management.
The results show that Amcham’s business-to-business relationship management is, in general, handled quite well. However, a few developmental ideas were given, such as having standardized personnel training and increasing the number of company visits.