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Article
Publication date: 1 December 2006

Jagdish N. Sheth and Arun Sharma

Business‐to‐business marketing has come of age in the last three decades and research in this area has been extensive and impressive. This paper examines the extant body…

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9403

Abstract

Purpose

Business‐to‐business marketing has come of age in the last three decades and research in this area has been extensive and impressive. This paper examines the extant body of business‐to‐business marketing research and identifies surpluses and shortages with the goal of stimulating future research.

Design/methodology/approach

This paper focuses on two questions regarding future business‐to business marketing. First, what has been the focus of understanding in business‐to‐business marketing theory and what should be its future focus? Second, what has been the purpose or objective to study business‐to‐business marketing and what should be the future objective for research?

Findings

It is found that research in business‐to‐business marketing is fundamentally changing and will continue to change. The paper identifies areas of business‐to‐business marketing research that have received surplus attention and areas that require additional attention.

Practical implications

The paper provides guidelines for future exploration of the business‐to‐business research domain.

Originality/value

The paper is analogous to the widely cited paper by Sheth (1979) that reviewed the state of consumer behavior research and identified areas that had been unexplored or under‐explored, and in the process provided an impetus for new research in consumer behavor.

Details

Journal of Business & Industrial Marketing, vol. 21 no. 7
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 1 January 1993

Geoffrey L. Gordon, Roger J. Calantone and C. Anthony di Benedetto

Business‐to‐business service marketing has received comparativelyless attention in the academic literature than business‐to‐businessproduct marketing; much of the service…

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9720

Abstract

Business‐to‐business service marketing has received comparatively less attention in the academic literature than business‐to‐business product marketing; much of the service marketing literature discusses the ways in which services and products are different. Compares service marketing to product marketing in the industrial sector from the perspective of customer value creation. Results of a study of managers in the telecommunications industry provide some insight into criteria used by customers to evaluate services and products. According to the results, more similarities than differences exist between service and product marketing in the industrial sector. Managerial implications of this finding are presented.

Details

Journal of Business & Industrial Marketing, vol. 8 no. 1
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 1 February 2008

Kofi Q. Dadzie, Wesley J. Johnston and Jaqueline Pels

This study aims to examine the nature of business‐to‐business marketing practices in two West African nations, Ghana and Ivory Coast, and compare them with marketing

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2787

Abstract

Purpose

This study aims to examine the nature of business‐to‐business marketing practices in two West African nations, Ghana and Ivory Coast, and compare them with marketing practices in another emerging market economy (Argentina) and a developed economy (the USA).

Design/methodology/approach

Survey data were collected in both West African nations, Argentina and the USA, using a standard survey instrument used in previous contemporary marketing practice (CMP) studies. Descriptive statistics were used to determine cross‐national differences in intensity of use of various CMP activities in Ghana and the Ivory Coast in comparison with Argentina and the USA. Then, cross‐national differences in various combinations of marketing practices were identified using cluster analysis.

Findings

Business‐to‐business marketing practices in West African nations conform with the CMP framework in that firms practise both transactional marketing and relationship marketing simultaneously. However, there are differences in the intensity and scope of business‐to‐business marketing practices in Ghana and the Ivory Coast in comparison with Argentina and the USA. While West African business‐to‐business firms emphasize traditional transactional marketing with some network marketing components, Argentine firms have a greater emphasis on pluralistic marketing and interaction marketing. By contrast, US firms practise pluralistic marketing (transactional, database, interaction, and networking) with some transactional marketing activities. In addition, West African business‐to‐business firms are similar to Argentine firms in that a proportion of firms practise marketing at a low level of intensity and rarely use database marketing. These differences are attributable to the nature of market conditions in West Africa.

Research limitations/implications

The CMP results generalize to West African nations. However, a direct correspondence is unlikely because of the dominance of transactional marketing practice among West African firms. Further research needs to investigate a broader set of institutional environments in order to provide a clear link between CMP and environmental conditions in emerging African markets.

Practical implications

Managers can determine the appropriateness of international benchmarks for West African market conditions.

Originality/value

Linking CMP to market conditions in the paper provides an extension to the validity of the CMP framework.

Details

Journal of Business & Industrial Marketing, vol. 23 no. 2
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 19 January 2015

Fabio Cassia and Francesca Magno

The purpose of this paper is to comprehensively explore marketing issues for foreign industrial companies of large, small and medium size entering emerging markets (EMs)…

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1624

Abstract

Purpose

The purpose of this paper is to comprehensively explore marketing issues for foreign industrial companies of large, small and medium size entering emerging markets (EMs), particularly transition economies in Eastern Europe. The vast majority of current studies about EMs focus only on defining suitable strategies related to large consumer goods corporations.

Design/methodology/approach

The research adopted a multiple case study approach. Five Italian companies belonging to different business-to-business industries that have entered emerging countries in Eastern Europe were selected for investigation.

Findings

Empirical analysis uncovered recurring issues related to: institutional factors causing market uncertainty and instability; difficulties in building a sales network; a need for product adaptation to guarantee satisfactory performance; choices related to communication, branding and trade fairs; and considerations about competition and first mover advantage. Results can be interpreted as an extension of the analysis of institutional voids by Khanna and Palepu (1997).

Research limitations/implications

The study is based on the analysis of five case studies of companies operating in specific EMs, namely in Eastern Europe Countries (EEc) Further research based on different samples and different emerging countries is needed before generalizing results.

Practical implications

The study shows that the main institutional void affecting business-to-business companies entering EMs is the lack of locally developed sales and after-sales networks. This institutional void slows the entry process of business-to-business companies in EMs. Given these constraints, from the perspective of business-to-business SMEs, it may be fruitful to pursue niche positioning in EMs.

Originality/value

The study analyzes EMs opportunities and entry strategies from the business-to-business marketing perspective, uncovering the most critical issues.

Details

International Journal of Emerging Markets, vol. 10 no. 1
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 4 October 2019

Leslier M. Valenzuela-Fernández, José M. Merigó, Carolina Nicolas and Michael Kleinaltenkamp

This paper aims to present a bibliometric overview of the leading trends of the journals in industrial marketing during for 25 years. Thus, the purpose is to carry out an…

Abstract

Purpose

This paper aims to present a bibliometric overview of the leading trends of the journals in industrial marketing during for 25 years. Thus, the purpose is to carry out an analysis about contributions that industrial marketing or business to business (B2B) marketing discipline has done for scientific investigation, presenting a ranking of the 30 most influential journals and their global evolution by five-year periods from 1992 to 2016. Moreover, this study presents the amount of citations, who quotes who from the top 15 ranking and self-citations.

Design/methodology/approach

This study analyzes 3,587 documents classified as articles, letters, notes and reviews from Clarivate Analytics’ Web of Science for the period 1992- 2016, by bibliometric indicators such as H-index, total citations (TC), total papers (TP), TC/TP. Furthermore, this paper develops a graphical visualization of the bibliographic material by using the visualization of similarities viewer software for constructing and visualizing bibliometric networks in leading journals, publications and keywords with bibliographic coupling and co-citation analysis.

Findings

Industrial Marketing Management is the leader of the ranking, representing 34 per cent of the total manuscripts considered in this study. The most influential journals were classified by periods of five years and the top five for the period 2012-2016 were in ascending order: Industrial Marketing Management, Journal of Business & Industrial Marketing, Journal of Business-to-Business Marketing, Journal of Business Research and Journal of Marketing. Therefore, in this last period, the considered specialized journals of industrial marketing have increased the quantity (TP) and quality (better H-index) of marketing contributions. The main node on the keywords was of “business-to-business marketing.” The most frequent keywords were “industrial marketing,” “trust,” “business-to-business,” “B2B,” “relationship marketing” and finally “electronic commerce”.

Practical implications

The information presented in this paper is useful to academics, publishers, academic institutions and other interested groups in industrial marketing because it makes available a global and current picture of this discipline that could be used to make decisions about publishing strategies and journal position.

Originality/value

This study aims to analyze the progress of industrial marketing discipline, reviewing the contribution of several scientific journals for 25 years. In fact, to the authors’ knowledge, this is the first quantitative study focused on the only purpose of ranking the most influential journals and keywords analysis using bibliometric techniques and networks theories.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

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Book part
Publication date: 16 April 2012

Mark S. Glynn and Arch G. Woodside

Following this introduction, the Chapter 2, “A Note on Knowledge Development in Marketing,” by Amjad Hajikhani and Peter LaPlaca, examines four themes in the development…

Abstract

Following this introduction, the Chapter 2, “A Note on Knowledge Development in Marketing,” by Amjad Hajikhani and Peter LaPlaca, examines four themes in the development of marketing management knowledge. The discussion initially considers the scientific basis for the marketing discipline, then the academic divide between academic researchers and marketing managers.

Details

Business-to-Business Marketing Management: Strategies, Cases, and Solutions
Type: Book
ISBN: 978-1-78052-576-1

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Article
Publication date: 1 October 2004

Jaqueline Pels, Roderick J. Brodie and Wesley J. Johnston

This paper examines the marketing practices of Argentine business‐to‐business firms and compares them with the marketing practices of US and New Zealand firms. While the…

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2198

Abstract

This paper examines the marketing practices of Argentine business‐to‐business firms and compares them with the marketing practices of US and New Zealand firms. While the results show marked similarities in the practices for a certain proportion of Argentine firms, there are also some differences. Overall, Argentine firms tend to have lower use of information technology in marketing and a greater emphasis on face‐to‐face interaction. There is also a group of Argentine firms that operates in the traditional business environment where less emphasis is placed on marketing activity. Implications of these results for managers and academics are discussed.

Details

Journal of Business & Industrial Marketing, vol. 19 no. 6
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 10 August 2015

Xia Zhu and Judy Zolkiewski

– This study aims to explore how business-to-business service failures manifest in a manufacturing context.

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5733

Abstract

Purpose

This study aims to explore how business-to-business service failures manifest in a manufacturing context.

Design/methodology/approach

The empirical research involved two case studies: case study one included 20 interviews in the metal finishing industry; case study two included 20 interviews in the paint and coatings industry. In both case studies, suppliers and customers’ perceptions were obtained to facilitate a dyadic understanding of the phenomena.

Findings

Business-to-business service failure is a complex, dynamic and interactive process. It varies according to type of service, services supporting the products and services supporting the customers, service quality dimensions and the source of the failure. It can have a more profound impact than service failure in a consumer context because it may cause disruption to customers’ production and have a negative influence of failure on their clients in the network.

Research limitations/implications

Business customers may play a role in value co-destruction rather than value co-creation by causing service failures due to errors on their part. The consequences of the domino effects revealed in this study need to be given careful consideration by managers. The research is exploratory, and the findings may be influenced by the manufacturing sector in which the case study firms are based.

Originality/value

Business-to-business service failure has its own distinct characteristics, as it may impact widely in the business-to-business network. Domino effects implicitly dominate business-to-business service failure episodes where negative outcomes cascade downstream and affect service recipients’ customers.

Details

Journal of Services Marketing, vol. 29 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

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Book part
Publication date: 16 April 2012

Mark S. Glynn is an Associate Professor of Marketing at the Business and Law Faculty, AUT University, Auckland, New Zealand. He obtained his PhD in marketing from the…

Abstract

Mark S. Glynn is an Associate Professor of Marketing at the Business and Law Faculty, AUT University, Auckland, New Zealand. He obtained his PhD in marketing from the University of Auckland. In 2006, Mark won the Emerald/EFMD best thesis award for outstanding doctoral research in the category of marketing strategy. His research experience is in the areas of branding, relationship marketing, business-to-business marketing, and retail channels. Mark Glynn's business-to-business research appears in Industrial Marketing Management, the European Journal of Marketing, Journal of Business Research, Journal of Business & Industrial Marketing, Advances in Business Marketing & Purchasing, Australian Marketing Journal, and Marketing Theory. He also serves on the editorial boards of Industrial Marketing Management and the Journal of Business & Industrial Marketing.

Details

Business-to-Business Marketing Management: Strategies, Cases, and Solutions
Type: Book
ISBN: 978-1-78052-576-1

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Article
Publication date: 1 May 2005

Riyad Eid

The purpose of this article is to investigate empirically the drivers and barriers operation on the adoption of internet technology by business‐to‐business marketing

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4411

Abstract

Purpose

The purpose of this article is to investigate empirically the drivers and barriers operation on the adoption of internet technology by business‐to‐business marketing companies that operate at the international level.

Design/methodology/approach

A review of the literature concerning the diffusion and adoption of innovations precedes a triangulation study involving a questionnaire‐based survey of 123 companies (a 59 percent response rate) and case studies of four others, all located in the UK. Data were factor‐analysed, following testing for validity, reliability and adequacy of the research instrument.

Findings

The paper concludes that powerful drivers of international internet‐based marketing in business‐to‐business firms will generally outweigh significant barriers to its adoption in the future. It also explains how innovation‐diffusion theory identifies factors instrumental in the adoption of internet marketing.

Research limitations/implications

The study was confined to business‐to‐business marketers, based in the UK and operating internationally. Several suggestions are made for elaboration and extension, including investigation of business‐to‐consumer users and of other industry types.

Practical implications

The findings provide international marketing strategists with important marketing intelligence insights into the benefits of harnessing the power of the internet, the obstacles to be expected in practice, and plans for doing so both efficiently and effectively.

Originality/value

Much of what has been written about the application of the internet to marketing is speculative and exploratory. This study, based on responses from practising international marketers, offers something more substantial to marketing planners.

Details

Marketing Intelligence & Planning, vol. 23 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

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