B2B relationships with
existing customers in the
context of digital distribution
Books are good teaching resources for pupils. Nowadays there are mainly physical books.
Due to the digitalisation also teaching resources will be digitalised in the future. For this
reason, Swiss publishers want to offer digital teaching resources to the Swiss Schools.
For distribution, they want to use digital distribution, but they don’t know if this approach
could affect their existing B2B customer relationship with Swiss schoos.
This study researches the retention of customers (B2B relationship) while using digital
distribution in the teaching resources market in Switzerland. The objective of this master
thesis is to create a conceptual model which helps publishers to maintain existing
customer relationships (retention of customers) with the use of digital distribution of
teaching resources to Swiss schools. A thesis statement and several research questions
are raised to achieve the objective.
Durairaj, Gowtham, 2022
Art der Arbeit Master Thesis
Betreuende Dozierende Leimstoll, Uwe
Studiengang: Business Information Systems (Master)