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The importance of information service offerings of collaborative CRMs on decision-making in B2B marketing

José Ramón Saura (Rey Juan Carlos University, Madrid, Spain)
Pedro Palos-Sanchez (International University of La Rioja, Logroño, Spain)
Alicia Blanco-González (Rey Juan Carlos University, Madrid, Spain)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 October 2019

Issue publication date: 18 March 2020




The importance of information service offerings is directly linked to decision-making processes for buying and selling in business-to-business (B2B) companies. B2B companies intend to offer information that helps other companies choose a product or service. This paper aims to identify the relationship between the types of information offered by a B2B company in its B2B marketing strategy and the decision-making of the companies which buy products and services.


For this purpose, a data set has been consulted that contains 439 observations that are the result of transactions using customer relationship managements (CRMs) of B2B-type companies. A total of 9 different products were consulted from 20 B2B vendors that manage their transactions with CRM software for B2B operations. A total of 439 different transactions were recorded by these vendors during 2018 (n = 439) with their information service offerings strategies. The results were analyzed with the partial least squares structural equation modeling.


The results showed that the significance of the relationship between internal control factors and external control factors (H4) is the strongest one when using information services offerings strategies in a B2B environment. The results of this research can help B2B companies to improve their decision-making strategies and to define the structure of the information offered in their B2B marketing plans.


This research makes a contribution to an existing gap, which is to identify what the most important information is for purchasing companies in B2B environments and the relationship with this information, so that B2B purchasers can make good decisions thanks to the information service offerings strategy of the selling companies using CRMs.



Saura, J.R., Palos-Sanchez, P. and Blanco-González, A. (2020), "The importance of information service offerings of collaborative CRMs on decision-making in B2B marketing", Journal of Business & Industrial Marketing, Vol. 35 No. 3, pp. 470-482.



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