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:



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.

Key words

Marketing, B2G, B2A, Market segments, Business-to-Administration, Business-to-Government, Infrastructure, Philippines.


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