This paper gives insight into B2B-specific business requirements and how the application of innovative, consumer-centric research methods like Netnography can be applied to strengthen the competitive situation of strategic suppliers within the B2B2C eco system of the food market. This paper demonstrates how listening to social media with Netnography has generated real competitive advantages. Insights and inspiration for the successful use and implementation of social media research for B2B companies are also provided. Two food case studies on natural and healthy nutrition as well as on the next generation of citrus beverages demonstrate the application of Netnography.
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