In this course, we explore customer relationships in the business market, focusing on how they are established, developed, maintained, and analyzed. We also look at how customer relationships should be taken into account when strategic decisions are made.

Customer relationships are a fundamental part of any business's operations. Most companies operate either as suppliers or customers – often both – and their success largely depends on how they manage these relationships. Such relationships can vary from simple transactions to close, long-term collaborations, often governed by formal contracts and characterized by strong expectations of joint value creation.

The importance of good customer relationships cannot be underestimated. It is the customers' willingness to pay for a company's products and services that justifies its existence. Value creation occurs in interaction with customers, and through these relationships, opportunities for increased profitability, growth, and competitive advantage arise.

At the same time, governing and managing customer relationships can be challenging. Cooperation and coordination challenges can weaken the potential for joint value creation between customer and supplier. Therefore, it is crucial to understand how customer relationships work, what challenges they may entail, and how they can best be managed to ensure long-term success.

A majority of the business community in Norway provides products and services to other businesses, organizations, or the public sector, highlighting the importance of solid and well-functioning customer relationships.