Developing optimal B2B sales and marketing practices for two merging companies: Case Luxus Worldwide and ID BBN

This thesis has been created for the case companies called Luxus Worldwide and ID BBN, which are currently in the process of company fusion. The purpose of this thesis is to research the sales practices of the two companies before the merger and then to develop a new joint approach. This thesis’ purpose is to answer the research question: what are the optimal sales practices for the company after the merger? This thesis has multiple elements in building the theoretical framework. The theoretical framework introduces key concepts from sales practices, client acquisition and B2B marketing activities. The essential part of the thesis is also knowing the case companies in this thesis and their background. When understanding the background of what these two companies are and in what business they focus on, it supports the part where the company merger is introduced. The research part is carried out by quantitative research carried out by an online questionnaire for strictly targeted group. Based on the study, it was possible to develop a combined plan for sales practices