Professionalizing relationship management in China
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- Kina 
This thesis presents the findings from a comprehensive analysis of relationship management within the Business-to-Business market in China and it was completed during the spring of 2010. The thesis was conducted for Höegh Autoliners which is a Norwegian based Ro/Ro shipping company with a China division. With a sincere intent the authors sought out to provide solutions and strategies on how to further professionalise Höegh Autoliners’ service offer based on an efficient relationship management process adjusted to the Chinese B2B market. Höegh Autoliners is one of the world’s biggest operators with in Roll- on Roll- off shipping with a global network that touches upon 4 continents. The company have been operating in China since 1996, and provide solutions within transhipment on own or external vessel capacity. They have established a stable network in China because they offer a high quality service. However, the President of Höegh Autoliners, Carl-Johan Hagman declared that they needed to understand their fast changing environments and establish closer relationships with their customers. Consequently, the authors began to study the relationship management process and the role of relationships in China. After a short introduction of the thesis’ problem statement and research questions, a detailed description of Höegh Autoliners is presented. This description includes internal findings. The authors saw this as important to enable the readers to get an accurate overview of the company’s current position in the Chinese market. A methodology chapter follows, where the choice of research approach and design is presented. The main emphasis of this thesis has been to investigate essential factors a company must understand and implement to establish a successful relationship management process in the Chinese business-to-business market. Relevant theories have been applied and the authors have conducted expert interviews based on these issues to enable them to answer the thesis’ research questions. Additionally, based on analysis of primary and secondary findings the authors have identified Höegh Autoliners’ strengths, weaknesses, opportunities and threats to lay the foundation for the strategies that the authors have suggested. The strategy chapter consist of goals, critical success factors and guidelines for Höegh Autoliners to professionalize their relationship management process.