Kristin B. Munksgaard

Ph.D., Head of Business School, Faculty of Business and Social Science, Head of PhD School, Faculty of Business and Social Science

  • Universitetsparken 1

    6000 Kolding


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Personal profile

Research interests

Broad interest in Business-to-Business Marketing with a particular interest in:

  • Sustainable markets
  • Buyer-supplier exchange in relationships and industrial network
  • Collaborative innovation
  • Business strategizing and networking
  • Sustainability
  • Supplier Driven Innovation

Research areas

My research and approach to BtB Marketing builds on the assumption that business and value creation emanates from what is betweenorganisations: That the company is interdependent on specific others for conducting and developing business. My research focuses on companies’ strategizing and networking efforts, driven by business interests to gain specific business outcomes – e.g. creating value, innovations or sustainable development through exchanges in relationships, in supply chains, or networks.

A manager’s decisions and actions will build on her perception of her own business in relation to that of others and their respective position and role in the network. Also, the company’s re-actions towards others when competing or collaborating is very important. In this interdependent setting, the manoeuvring of a company is constraint as well as enabled by the business interests and choices of specific counterparties. This does not mean that the company and manager become puppets on a string. On the contrary, my research aims to contribute with insights on how companies can better manage in buyer-seller exchanges and industrial networks.


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