The Customer Development Network of ABB Automation

The creation and development ofcustomer relationship has become a strong marketing tool for most suppliers inthe current business world. In addition, the development of relationships hasbecome the main topic for market researchers since they believe that, customersand suppliers are valuable assets of a firm. Most suppliers also face thedilemma of how they should adapt to their customers needs and requirementsbecause adaptations always tighten the bonds of both the supplier and thecustomer and make them more dependent on each other. In order to identify thereasons why firms place much importance on the development of customerrelationships, the authors have undertaken a qualitative study. This study wasbased on why ABB Automation develops relationship with its customer’s base. Thedata collected was analyzed to identify the reasons behind the company’sdecisions.