Tine Buyl of the University of Antwerp (Belgium) is the winner of the 2005 DSM B2B Marketing Award. For her thesis entitled ‘From product to total solution: a chain perspective’ (Van produkt naar totaaloplossing: Een ketenperspectief) she has won a sum of € 3,500 and the right to hold a discussion day at DSM. During the discussion day Tine Buyl will debate with experienced DSM marketers about the practicability for DSM of the ‘chain’ concepts she has developed. 

DSM B2B Marketing Award
The B2B Marketing Award is an initiative of DSM’s Branch Organization Marketing (BOM) and Corporate Recruitment, and 2005 is the second year in which it has been presented. The Award is intended to promote B2B marketing research at universities, since this research is relevant to DSM’s activities. With its geographic focus on Europe, DSM received many more entries for the B2B Marketing Award this year.

The jury received 18 entries. In presenting the B2B Marketing Award to Tine Buyl, Chris Goppelsroeder, member of the Managing Board of DSM, said, “Y ou took up the challenge to bridge the gap between two very different but important business phenomena: on the one hand industrial markets seeking to differentiate their offerings by adding value elements, and on the other hand increased dynamics in previously static industry chains. You used a very extensive literature study as the basis for your thesis. Additionally you linked it with in total 8 practical case studies as well as other sources. You made a sound connection between the two phenomena, offering a very worthwhile, integrated solution!”

Taco Korsmit (Eindhoven University of Technology) has won second prize (an amount of € 500) for his thesis entitled ‘Moving towards the next step of IT consultancy purchasing: From insight to control’.