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

Roberto Mora Cortez (J. Mack College of Business, Georgia State University, Atlanta, Georgia, USA)
Wesley J. Johnston (J. Mack College of Business, Georgia State University, Atlanta, Georgia, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Publication date: 1 April 2019

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.

Keywords

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

Download as .RIS

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.