B2B Digital Marketing in Different Contexts : An Exploratory Case Study of Two Organizations Operating in Sweden and Romania

Sammanfattning

Title: B2B Digital Marketing in Different Markets: A Comparative Study of Sweden and Romania Authors: Anett Katinka Demeter and Johanna Josse Level: Bachelor´s Thesis Supervisor: Svante Andersson/Jean-Charles Languilaire Term: Spring 2026 Research Question: How are organizational and contextual conditions related to the design and implementation of digital marketing strategies within two organizations operating in different national contexts? Purpose: The purpose of this study is to explore how organizational and contextual conditions are related to the design and implementation of digital marketing strategies within two organizations operating in different national contexts. Theoretical framework: The theoretical framework is based on the understanding that digital marketing strategies are shaped through the interaction between internal organizational conditions and external contextual factors. The study emphasizes how organizational structures, cultural aspects, and digital maturity influence how B2B organizations design and implement digital marketing strategies. By combining perspectives from digital marketing, organizational adaptation, and national context, the framework provides an analytical foundation for understanding similarities and differences between organizations operating in different contexts. Method: The study applies a qualitative research approach based on an abductive logic and an exploratory comparative multiple case study design. Empirical data were collected through semi-structured interviews with respondents from two organizations in Sweden and Romania, complemented by secondary data from official reports and company materials. The empirical material was analysed using thematic analysis to develop a context-sensitive understanding of how digital marketing strategies are designed and implemented Conclusion: The findings indicate that digital marketing strategies are shaped by organizational and contextual factors, including cultural aspects and levels of digital maturity. The comparison between the two organizations shows that differences in resources, organizational structures, and contextual conditions are related to how digital marketing practices ae developed and implemented. The study highlights the importance of adapting digital marketing strategies to specific organizational and contextual circumstances.