The aim of this course is to introduce the students to the different stakeholders (customers, competitors, and suppliers) surrounding the core business activities. The student will first of all be introduced to the notion of a market and the way a business interacts in the market. Sequentially the students are then introduced to theory about competitors and suppliers and how the business interacts with these in the market. The course will discuss the role of business partners in the value chain and network, their strategies, roles and resources, also beyond manufacturing operations. A special area of focus in the course is to introduce the students to aspects of customer behaviour on the business to consumer market and the industrial market. The course will provide students with a foundational knowledge of the central problems of consumer behaviour theory. Students should gain an understanding of the basic psychological, social and cultural factors shaping consumer behaviour. The individual portfolio will consist of a number of written hands ins corresponding to assignments specified by the supervisor.