Marketing role in B2B settings: evidence from advanced, emerging and developing markets

Abstract

Purpose

The purpose of this study is to examine predicted business-to-business (B2B) marketing capabilities for the next three to five years by companies in advanced, emerging and developing economies.

Findings

The authors identify the prevalent marketing capabilities in industrial companies operating in an advanced economy (USA), two emerging economies (Chile and Peru) and one developing economy (Bolivia), consolidating the themes in firms’ orientations. The study offers a taxonomy of the marketing role in different stages as per country development.

Design/methodology/approach

Qualitative approach based on grounded theory.

Originality/value

This manuscript contributes to the understanding of B2B marketing across different levels of market development. The authors offer theoretical and practical implications regarding the paradigms reigning the role of marketing. The coding scheme emerging from the data illustrates how companies and markets evolve in a two-way interaction.

Citation

Mora Cortez, R. and Johnston, W.J. (2019), "Marketing role in B2B settings: evidence from advanced, emerging and developing markets", Journal of Business & Industrial Marketing, Vol. 34 No. 3, pp. 605-617. https://doi.org/10.1108/JBIM-04-2017-0089

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