The first business transaction
: a five stage process of how to attract the customer

  • David Hecktor
  • Andreas Håkansson

    Student thesis: Master, one year


    As a request from our supervisor, the authors were introduced to Company XY which is standing on the verge of becoming a market player. After discussion, the authors came up with the idea of how to enable the first business transaction which became the research of this study.

    The purpose of this dissertation is to explore and explain how a business with no previous business transactions completed could enter a market where the competition, assumedly, are tough due to few competitors fighting for the same customers and enable customers to purchase. To be able to conduct an in-depth analysis, the research is made with a qualitative approach. Due to the amount of previous research the deductive approach is adopted.

    The theoretical review ended up in the creation of the Five Stage Process which contains five stages of how to establish a relationship and in the end enable the first business transaction. To be able to determine the relevance of the process six propositions were created.

    Interviews were made at the dental school of Malmö University and at the dental hygienist school at Kristianstad University. The finding from the empirical study indicates that the theoretical assumption of the Five Stage Process might be a relevant way to describe how a company without any previous business transactions completed and with few market connections enables their first business transaction.

    Date of Award2009-Sep-23
    Original languageEnglish
    SupervisorChrister Ekelund (Supervisor) & Jens Hultman (Examiner)

    University credits

    • 15 HE credits

    Swedish Standard Keywords

    • Business Administration (50202)
    • Social Sciences (5)


    • first transaction
    • relationship
    • collaboration
    • trust
    • dental education

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