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The purpose of this paper is to offer a comprehensive overview of current research on customer behavior in the business-to-business (B2B) context and propose a research agenda for future studies. Despite being a relatively recent area of interest for academics and practitioners, a literature review that synthesizes existing knowledge into coherent topics and outlines a research agenda for future research is still lacking.

Drawing on a systematic literature review of 219 papers and using a text-mining approach based on the Latent Dirichlet Allocation algorithm, this paper enhances the existing knowledge of B2B customer behavior and provides a descriptive analysis of the literature.

From this review, ten major research topics are found and analyzed. These topics were analyzed through the lens of the Theory, Context, Characteristics and Method framework, providing a summary of key findings from prior studies. Additionally, an integrative framework was developed, offering insights into future research directions.

This study presents a novel contribution to the field of B2B by providing a systematic review of the topic of customer behavior, filling a gap in the literature and offering a valuable resource for scholars and managers seeking to advance the field.

Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The purpose of this study is both, from one side, to empirically demonstrate the impact of salesperson brand attachment (SBA) on sales performance and, on the other side, to identify the mediators of this relationship in small retailing.

A survey was conducted with a sample of 206 small retailers from different sectors of an emerging country. The proposed model was tested using partial least squares–structural equation modeling (PLS-SEM) in SmartPLS3.

The results demonstrated that SBA is relevant to driving sales performance through two relevant paths – one following SBA–satisfaction–performance and one path following the SBA–commitment–performance. The model was able to explain 63% of the outcome performance.

Regarding small retailers, where the owners, employees and managers have higher levels of interaction than the large national retail chains, the marketing executives must invest in improving the attachment to the brand and create emotional bonds and cognition between marketers and the brand. They must develop strategies to promote job satisfaction and organizational commitment because they determine performance.

Despite the relevance of small businesses for economies worldwide and the importance of salesperson brand relationships, no study has been developed to demonstrate the impacts of such relationships on salesperson performance in retailing. Furthermore, in addition to the central role of organizational commitment in the sales research, to the best of the authors’ knowledge, this is the first study to explore how to mediate the relationship between brand attachment and sales performance.

El rendimiento del vendedor se acepta como un factor relevante para el éxito del comercio minorista. Sin embargo, los estudios que revelan la relación entre el resultado de las ventas y la relación con la marca son escasos. El propósito de este estudio es, por un lado, demostrar empíricamente el impacto del apego a la marca del vendedor (SBA) en el resultado de las ventas y, por otro lado, identificar los mediadores de esta relación en el comercio minorista.

Se realizó una encuesta con una muestra de 206 vendedores de pequeños minoristas provenientes de diferentes sectores de un país emergente. El modelo estructural se analizó mediante ecuaciones estructurales basada en mínimos cuadrados (PLS-SEM) utilizando SmartPLS3.

Los resultados mostraron que el SBA es esencial para impulsar el resultado de las ventas a través de dos caminos relevantes: uno siguiendo el SBA-satisfacción-rendimiento y la otra dirección siguiendo el SBA-compromiso-rendimiento. El modelo fue capaz de explicar el 63% del rendimiento.

Con respecto a los pequeños minoristas, donde los propietarios, empleados y gerentes tienen niveles más altos de interacción que las grandes cadenas minoristas nacionales, los ejecutivos de marketing deben invertir en mejorar el apego a la marca y crear vínculos emocionales y cognitivos entre los vendedores y la marca. Deben desarrollar estrategias para promover la satisfacción laboral y el compromiso organizacional ya que determinan el rendimiento.

A pesar de la relevancia de las pequeñas empresas para las economías de todo el mundo y la importancia de las relaciones de marca en los vendedores, no se ha desarrollado ningún estudio para demostrar los impactos de tales relaciones en el rendimiento de los vendedores en el comercio minorista. Además, aparte del papel central del compromiso organizacional en la investigación en ventas, este es el primer estudio que explora cómo media la relación entre el apego a la marca y el resultado de las ventas.

Vendors’ social cues – physical or behavioural hints – have an impact on the professional buyer. However, little is known about that impact. The purpose of this paper is to place knowledge about the impact of social cues that other disciplines acquired in the context of business-to-business (B2B) marketing to contribute constructively to the research agenda.

By integrating findings on the processing of social cues and the behavioural response from the disciplines of neuroscience, biology and psychology (specifically the behavioural inhibition system [BIS]/behavioural activation system [BAS]-theory), this paper aims to provide an interdisciplinary perspective on the automatic evaluation of vendors by professional buyers.

Social cues are likely to be of substantial value in the (first) encounter between buyer and seller. Positively evaluated social cues create an approach-motivated behavioural intention, whereas negatively evaluated ones create avoidance. This process is probably predominantly mediated by trust and moderated by personality and contextual factors.

This paper stimulates research about the impact of social cues in a B2B context. While such knowledge would add practical value, this paper also explores possibilities for managers to use neuroscientific techniques to assess and train sales agents.

The impact of social cues is hardly covered in the B2B marketing literature, but they have an important impact on B2B decision-making. The conceptual framework combines the BIS/BAS theory (approach/avoidance) with the SOR-model (stimulus-organism-response), which is unique to the B2B marketing field.

The very criticism of public policy being rigid and generalized on one hand, and insouciant and noncustomizable on the other has to be addressed to cope up with the comingled economic, social and environmental challenges. Policies that fail the litmus test of changing and challenging conditions will run the risk of not achieving their purpose and obstructing the ability of citizens, communities and businesses. This paper draws the case of Bangladesh to explore the principles of adaptive policies in the surfacing of the recently adopted Digital Commerce Management Guide 2021 under the National Digital Commerce Policy, 2020.

This is a qualitative paper that is based on both primary and secondary data. While secondary data on the policy crafted a strong call for increased adaptiveness, primary data extracted from the interviews presented several lacking and loopholes from respondents’ firsthand experiences. Based on secondary content and primary data from consumers and business owners of the most-used social commerce platform (a form of digital commerce), Facebook commerce, hereto referred to as F-commerce, this paper discusses the possible characteristics of adaptive policy-making for more innovative, contextual, gender-inclusive, efficient and environmentally sustainable policies.

The paper points out some reform and adjustment scope for the recently introduced digital commerce policy to make it more adaptive to the present and upcoming policy context.

It must be mentioned that there is a dearth of research on digital commerce policy and the platform as a whole.

Hence, this paper offers a fresh perspective toward time befitting policy formulation in the digital commerce sector and set in motion the policy attention that this platform requires.

The purpose of this paper is to explain why the high quality cassava flour (HQCF) value chain in Nigeria has not performed as well as expected. The specific objectives are to: analyse important sources of uncertainty influencing HQCF value chains; explore stakeholders’ strategies to respond to uncertainty; and highlight the implications of different adaptation strategies for equity and the environment in the development of the value chain.

The authors used a conceptual framework based on complex adaptive systems to analyse the slow development of the value chain for HQCF in Nigeria, with a specific focus on how key stakeholders have adapted to uncertainty. The paper is based on information from secondary sources and grey literature. In particular, the authors have drawn heavily on project documents of the Cassava: Adding Value for Africa project (2008 to present), which is funded by the Bill & Melinda Gates Foundation, and on the authors’ experience with this project.

Policy changes; demand and supply of HQCF; availability and price of cassava roots; supply and cost of energy are major sources of uncertainty in the chain. Researchers and government have shaped the chain through technology development and policy initiatives. Farmers adapted by selling cassava to rival chains, while processors adapted by switching to rival cassava products, reducing energy costs and vertical integration. However, with uncertainties in HQCF supply, the milling industry has reserved the right to play. Vertical integration offers millers a potential solution to uncertainty in HQCF supply, but raises questions about social and environmental outcomes in the chain.

The use of the framework of complex adaptive systems helped to explain the development of the HQCF value chain in Nigeria. The authors identified sources of uncertainty that have been pivotal in restricting value chain development, including changes in policy environment, the demand for and supply of HQCF, the availability and price of cassava roots, and the availability and cost of energy for flour processing. Value chain actors have responded to these uncertainties in different ways. Analysing these responses in terms of adaptation provides useful insights into why the value chain for HQCF in Nigeria has been so slow to develop.

Recent developments suggest that the most effective strategy for the milling industry to reduce uncertainty in the HQCF value chain is through vertical integration, producing their own cassava roots and flour. This raises concerns about equity. Until now, it has been assumed that the development of the value chain for HQCF can combine both growth and equity objectives. The validity of this assumption now seems to be open to question. The extent to which these developments of HQCF value chains can combine economic growth, equity and environmental objectives, as set out in the sustainable development goals, is an open question.

The originality lies in the analysis of the development of HQCF value chains in Nigeria through the lens of complex adaptive systems, with a particular focus on uncertainty and adaptation. In order to explore adaptation, the authors employ Courtney et al.’s (1997) conceptualization of business strategy under conditions of uncertainty. They argue that organisations can assume three strategic postures in response to uncertainty and three types of actions to implement that strategy. This combination of frameworks provides a fresh means of understanding the importance of uncertainty and different actors’ strategies in the development of value chains in a developing country context.

Smallholder value chains are dynamic, changing over time in sudden, unpredictable ways as they adapt to shocks. Understanding these dynamics and adaptation is essential for these chains to remain competitive in turbulent markets. Many guides to value chain development, though they focus welcome attention on snapshots of current structure and performance, pay limited attention to the dynamic forces affecting these chains or to adaptation. The paper aims to discuss these issues.

This paper develops an expanded conceptual framework to understand value chain performance based on the theory of complex adaptive systems. The framework combines seven common properties of complex systems: time, uncertainty, sensitivity to initial conditions, endogenous shocks, sudden change, interacting agents and adaptation.

The authors outline how the framework can be used to ask new research questions and analyze case studies in order to improve our understanding of the development of smallholder value chains and their capacity for adaptation.

The framework highlights the need for greater attention to value chain dynamics.

The framework offers a new perspective on the dynamics of smallholder value chains.

This paper aims to optimize and evaluating the performance of the crowd networks through analyzing their information sharing patterns. That is, in a crowd network, the qualities of accomplishing tasks are highly dependent on the effective information sharing among intelligent subjects within the networks. Hence, proposing an adaptive information-sharing approach can help improve the performance of crowd networks on accomplishing tasks that are assigned to them.

This paper first introduces the factors that affect effectiveness of information-sharing pattern: the network topology, the resources owned by intelligent subjects and the degree of information demand. By analyzing the correlation between these factors and the performance of crowd networks, an Adaptive Information Sharing Approach for Crowd Networks (AISCN approach) is proposed. By referring to information needed for accomplishing the historical tasks that are assigned to a crowd network, the AISCN approach can explore the optimized information-sharing pattern based on the predefined composite objective function. The authors implement their approach on two crowd networks including bee colony and supply chain, to prove the effectiveness of the approach.

The shared information among intelligent subjects affects the efficiency of task completion in the crowd network. The factors that can be used to describe the effectiveness of information-sharing patterns include the network topology, the resources owned by intelligent subjects and the degree of information demand. The AISCN approach used heuristic algorithm to solve a composite objective function which takes all these factors into consideration, so that the optimized information-sharing pattern can be obtained.

This paper introduces a set of factors that can be used to describe the correlation between information-sharing pattern and performance of crowd network. By quantifying such correlation based on these factors, this paper proposes an adaptive information-sharing approach which can explore the optimized information-sharing pattern for a variety of crowd networks. As the approach is a data-driven approach that explores the information-sharing pattern based on the network’s performance on historical tasks and network’s characteristics, it is adaptive to the dynamic change (change of incoming tasks, change of network characteristics) of the target crowd network. To ensure the commonality of the information-sharing approach, the proposed approach is not designed for a specific optimization algorithm. In this way, during the implementation of the proposed approach, heuristic algorithms can be chosen according to the complexity of the target crowd network.

The application of circular building adaptability (CBA) in adaptive reuse becomes an effective action for resource efficiency, long-lasting usability of the built environment and the sped-up transition to a circular economy (CE). This paper aims to explore to which extent CBA-related strategies are applied in adaptive reuse projects, considering enablers and obstacles.

A stepwise theory-practice-oriented approach was followed. Multiple-case studies of five circular adaptive reuse projects in The Netherlands were investigated, using archival research and in-depth interviews. A cross-case analysis of the findings was deductively conducted, to find and replicate common patterns.

The study revealed that configuration flexibility, product dismantlability and material reversibility were applied across the case studies, whereas functional convertibility and building maintainability were less applied. Low cost of material reuse, collaboration among team members and organisational motivation were frequently observed enabling factors. Lack of information, technical complexities, lack of circularity expertise and infeasibility of innovative circular solutions were frequently observed obstacles to applying CBA.

This paper provides practitioners with a set of CBA strategies that have been applied in the real world, facilitating the application of CBA in future adaptive reuse projects. Moreover, this set of strategies provides policymakers with tools for developing supportive regulations or amending existing regulations for facilitating CE through adaptive reuse.

This study provides empirical evidence on the application of CBA in different real-life contexts. It provides scholars and practitioners with a starting point for further developing guiding or decision-making tools for CBA in adaptive reuse.

Cities are facing challenges that dramatically affect their social and physical landscapes, leading to the increase of urban segregation and polarization. One response to these challenges is adaptive reuse, yet, in heterogeneous communities, these adaptations are often a source of conflict, because local actions often lack an integrative approach, leading to further exclusion. In this paper the authors explore the potential of adaptive reuse of urban heritage as a planning tool to support inclusiveness and heterogeneity.

The city of Acre is used as a case study, where different scenarios for urban heritage are proposed and tested among stakeholders through interviews. These aim to explore how adaptive reuse processes can lead to the inclusion or exclusion of certain groups and how design interventions in historic urban landscapes challenge the way the current disconnected historic and urban layers interact.

The paper presents the commonalities and differences between the interviewees' perceptions on Acre's functioning, their idea of inclusiveness and other aspects related to urban design. Moreover, it highlights the existing conflicts of interest, value prioritization and the adequacy of the proposed scenarios, serving as a way to verify the accuracy of the scenario building process.

Testing an urban design tool related to adaptive reuse of urban heritage in a real and extreme case, based on the guidelines of the Historic Urban Landscape Recommendation; and critically analysing the sources of conflict and value systems to address inclusion in heterogenous settings.

The purpose of this paper is to contribute to the understanding of systems thinking and its value for strategic foresight and scenario planning to address disruptive forces from the outside, with the outbreak of COVID19 as a case study.

This conceptual paper concisely discusses the notion of systems thinking and the concept of complex adaptive systems and puts this in the context of contemporary society in general and travel and tourism in particular. Strategic foresight and scenario planning are introduced as an approach to anticipate disruptions in the complex adaptive travel and tourism system.

As COVID-19 has demonstrated, travel and tourism is sensitive for disruptions from the outside. To ensure long-term resilience and sustainability, a systems approach embedded in strategic foresight and scenario planning is emphasised.

Strategic foresight and scenario planning is a competence that can be learned.

Given the present status of COVID-19 and other disruptors on travel and tourism, a resilient approach to the future is necessary; thus, the value of this viewpoint paper is the proposition of an adaptive capacity system. This paper offers advice to understand and manage complexity and adaptive systems.