Bernhard Alexander Krah – Faculty of Management, Comenius University, Bratislava
6th International Conference – ERAZ 2020 – KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT, Online/virtual, May 21, 2020, SELECTED PAPERS
Published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia
Conference partners: Faculty of Economics and Business, Mediterranean University, Montenegro; University of National and World Economy – Sofia, Bulgaria; Faculty of Commercial and Business Studies – Celje, Slovenia; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia
ISBN 978-86-80194-34-9, ISSN 2683-5568, DOI: https://doi.org/10.31410/ERAZ.
In today´s highly competitive marketing methods, the market segments B2B (Business-to-Business)
and B2C (Business-to-Consumer) are very well established and applied. The worldwide largest
market segment, the B2A/B2G (Business-to-Administration/Business-to-Government) however, has until
now received little or no attention in the literature.
In the theoretical part of this paper, a focus has been placed on the measurements, how a company is
able to find the right approach to operate its business successfully in this very specific business segment,
where the players have completely different motivations. The aim of this paper is to gain insight
into the basic concepts what rules must be followed to avoid delays, errors and losses, especially considering
suppliers, who want to work internationally.
This paper is complemented by a case study of an infrastructure product (sewage pipe system), that was
manufactured and successfully launched and installed in the Philippines.
This research shows the strategy for an infrastructure product market penetration for a new player in
the market, with a „non-existent “product.
Marketing, B2G, B2A, Market segments, Business-to-Administration, Business-to-Government, Infrastructure, Philippines.
Asian Water Development Outlook 2007: Achieving water security for Asia. (2007).
Bläcker, L. (2020, May 28.000Z). KRAH – Krah Pipes – Emerging solution for Philippines.
Brett W. Josephson, Ju-Yeon Lee, Babu John Mariadoss, & Jean L. Johnson (2019). Uncle Sam
Rising: Performance Implications of Business-to-Government Relationships. Journal of
Marketing, 83(1), 51–72. https://doi.org/10.1177/0022242918814254
Caspar, M., & Metzler, P. (2002). Entscheidungsorientierte Markenführung: Aufbau und
Führung starker Marken. Arbeitspapier / Marketing-Centrum Münster [Münster].
Department of Public Works and Highways. (2020, May 28.000Z). http://www.dpwh.gov.ph/
East Asia/Southeast Asia: Philippines — The World Factbook – Central Intelligence Agency.
(2020, May 21.000Z). https://www.cia.gov/library/publications/the-world-factbook/geos/
Esteban Ortiz-Ospina, & Max Roser (2016). Government Spending. Our World in Data. https://
FF2019-07_BUILD_BUILD_BUILD: Facts in Figures. (2019).
Hall, M. (2014, December 15). Monopoly vs. Oligopoly: What’s the Difference? Investopedia.
Helena Lindskog, Staffan Brege, & Per-Olof Brehmer (2010). Corruption in public procurement
and private sector purchasing. Organisational Transformation and Social Change, 7(2),
Highlights of the Philippine Population 2015 Census of Population | Philippine Statistics Authority.
(2020, May 28.000Z). https://psa.gov.ph/content/highlights-philippine-population-
Kenton, W. (2012, June 20). Public-Private Partnerships. Investopedia. https://www.investopedia.
Keynes, J. M. (2018). The General Theory of Employment, Interest, and Money. Springer International
Manila Water Company, I. (2020, May 28.000Z). Manila Water Company, Inc. https://www.
Maynilad Water Services Inc. (2020, May 28.000Z). http://www.mayniladwater.com.ph/
Metropolitan Waterworks and Sewerage System | Corporate Office. (2020, May 28.000Z).
The Pipe Magazine. (2020, May 28.000Z). https://www.krah.net/en/news/the-pipe-magazine
President Duterte signs P4.1 trillion 2020 national budget. (2020, May 28.000Z). https://www.
Sport in Philippines. (2020, April 25.000Z). https://www.topendsports.com/world/countries/
Timm Gudehus. (2015). Dynamische Märkte: Grundlagen und Anwendungen der analytischen
Top 10 contractors under DU30 run record of fraud, delays, blacklisting. (2020, May 28.000Z).
What is Markets? Definition of Markets, Markets Meaning – The Economic Times. (2020, May
What is polypoly? definition and meaning. (2020, May 27.000Z). http://www.businessdictionary.
Wikipedia (Ed.), (2020). Markt. https://de.wikipedia.org/w/index.php?title=Markt&oldid=200379299
Wolf Engelbach, Sandra Frings, & Anette Weisbecker. (2010). Platforms for Local Mobile Services:
Case studies of Commercial Applications in Germany. https://www.researchgate.
Young, J. (2003, November 24). Monopsony. Investopedia. https://www.investopedia.com/