The impact of simulations on Business Relationships : How the utilization of simulations affects the nature of a business relationship

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Decision making with the help of graphs has been applied for a long time. Previous to the introduction of computerized solutions, graphs and complementary pictures were hand drawn. With the introduction of computers came the colored and dynamic “animations” called simulations which are used today. The focal company of this study, Ångpanneföreningen AB, has during an extensive period of time constructed simulations of complex systems which they have used in order to satisfy specific needs of their customers in different areas. Depending on the complexity of the product and the needs it is ought to fulfill, the exchange of it will have a direct impact on the interactions carried out between the buying and selling parties in various ways. A question that this thesis looked to answer was how the utilization of simulations affects Ångpanneföreningen AB’s relationship with its customers. The purpose of this study is to describe how the use of a simulation program may affect the relation between two parties in a business relationship. A case study approach based on focused and semi-structural interviews has been used for this study.The effects of the use of simulations on a business relationship, in terms of benefits perceived, depend on the purpose set for the software. This meaning that it depends on whether the results and benefits are of such kind that they are possible to measure. However, if measurable, then the awareness of perceived benefits contributes to a stronger relationship since trust is likely to follow from met expectations. The simulation software offered by ÅF has the characteristics of both a product and a service with a highly technological nature. When dealing with simulations holding such attributes, a high level of exchanges is likely to be involved. Furthermore, interdependencies bet...