What happens when one of the world's largest buyers of catalogue paper, IKEA, realizes that the paper it uses contradicts the demands of prominent environmental groups? How do the producers of catalogue paper react when IKEA demands an environmentally friendly green catalogue paper, requiring the development of new production processes for an entirely new product? In this book, the story of how IKEA and its paper producers struggled to solve the problem of creating environmentally friendly paper constitutes the foundation of a discussion of technological development.

The Business Marketing Course is an important and insightful book that brings together the main theories and contributions of the Industrial Marketing and Purchasing Group in a student-friendly form. The book provides complete coverage of the role of business relationships and networks in domestic and international business - a topic that is now gaining widespread attention among researchers and practitioners and is a vital part of student learning.
--Professor Ian F. Wilkinson, School of Marketing, University of New South Wales, Australia

The second edition of this...