Search results

The unprecedented changes in the marketplace induced by the COVID-19 pandemic and the resultant accelerated corporate migration to virtual ecosystems have added several unique research opportunities and theoretical gaps, especially in business-to-business (B2B) small- and medium-sized enterprises (SME) markets in the service sector. Particularly, customer interactions in B2B services that were once sustained by the “people mix” now demand a huge overhaul in light of the “new normal” restrictions. Hence, the purpose of this study is to explore how B2B service firms can engender firm value through virtual customer interactions during and in the post-COVID-19 era from an SME’s perspective.

This study adopts an exploratory qualitative inquiry to contribute to this discourse by proposing a conceptual framework based on prior literature and relevant theoretical frameworks, as well as qualitative interviews with SME managers, CEOs and/or owner-managers.

The qualitative findings reveal organizational preparedness, empathy, digital content and trust as key enablers of effective B2B virtual interaction that enhances cocreated value, thereby augmenting firm value. This study offers a much-needed examination of virtual interaction in B2B contexts and proposes a business customer virtual interaction model.

The exploratory nature of this study is one limitation, and future studies with a bigger representative sample size that uses survey or experimental data drawn from large enterprises might add value to the current findings. Also, while this study is conducted in dynamic markets due to the COVID-19 crisis, future research must examine the customer/firm’s experiences in other forms of crises-led market ecosystems.

B2B service firms must be strongly inclined to continuously take steps to develop and maintain virtual interaction with customers. Proactive efforts to familiarize internal and external stakeholders with virtual interaction platforms are a crucial step for effective customer engagement. The effectiveness of B2B virtual interactions can be strengthened through digital content that elicits trust and exhibits empathy, especially in crises led-markets. Also, the value created for the firm must be redeployed strategically to sustain positive customer engagement behaviors that continue to deliver value to the firm and the customer.

This paper contributes to the increasing B2B customer engagement literature by exploring the ongoing dialogue on how B2B firms can strive and succeed in the post-COVID-19 era or related crises-led market ecosystems through enhanced virtual B2B customer interaction efforts.

The purpose of this paper is to review extant literature on social media marketing (SMM) in B2B service markets, by scrutinizing and categorizing potential benefits for firms. The study, in particular, empirically investigates the adoption of social media (SM) tools by firms operating in two conservative B2B service industries.

A systematic literature review is carried out driving to a deeper understanding of the current state of knowledge on SM in B2B services. Leading peer-review international journals are scrutinized performing ad-hoc queries on the Scopus database using pre-defined keywords. Moreover, a quantitative research is conducted on 60 firms, i.e. tanker shipping companies and ocean carriers, providing empirical insights on their SM activity on three SM platforms, i.e., Facebook, Twitter, and LinkedIn.

The outcomes from sample firms shed lights on the adoption rate of the most diffused SM tools, the size of the digital networks of stakeholders (number of followers), the intensity of the communication activity (number of posts, shares, photos, videos), and the level of customer engagement (number of likes and shares).

Research findings suggest to managers that SMM might be an easy-accessible and low-cost option for keeping the pace of sectorial transformations and creating a competitive advantage even in conservative sectors.

The paper, by investigating B2B service sectors, addresses an interesting gap in SMM literature as prior studies mostly focused on B2C industries and manufacturing contexts.

This study aims to explore the influence mechanism of digital platform capability on firm performance in the business-to-business (B2B) context. This study draws on the core competence theory and the resource-based view and includes resource identification, resource allocation and intrapreneurship into the research framework.

Data were collected from 167 B2B firms with survey questionnaires in central, eastern and southeastern coastal areas of China. The firms were mainly involved in e-commerce, manufacturing, service industry and internet technology. Participants were mainly middle and senior managers with a comprehensive grasp of their firms’ information.

This study found that digital platform capability has a positive impact on a B2B firm’s performance. Resource identification, resource allocation and intrapreneurship play a chain mediating role between digital platform capability and firm performance. That is, digital platform capability could promote employee intrapreneurship through resource identification and resource allocation, thereby improving firm performance.

Aiming to gain performance, firms should pay attention to the construction of digital platforms, increase venture capital investment and provide more resources to support intrapreneurship.

Based on empirical evidence, to the best of authors’ knowledge, this is the first attempt to link digital platform capability and firm performance in the B2B context of emerging markets, providing a new perspective to clarify its relationship mechanism.

The purpose of this study is to examine how the pandemic impacted on business-to-business (B2B) cooperation and coordination, as well as on firms' financial and operational performance, from the B2B context in the era of knowledge economy.

With the help of social network theory, coordination theory and existing literature, a theoretical model was developed conceptually. Later, the conceptual model was validated using structural equation modelling technique with consideration of 712 respondents from different firms who are engaged in managing B2B relationships on behalf of their firms.

The study found that the COVID-19 pandemic has had a considerable moderating impact on the relationship between B2B cooperation and coordination with B2B relationship satisfaction. The study also highlighted that there is a degradation of financial and operational performance of firms due to the impact of COVID-19 pandemic on their B2B relationship management.

There is a challenging and ever-evolving global economy caused by the COVID-19 pandemic. Although it is argued that the pandemic has accelerated the growth of some online firms, it has also had a catastrophic effect, culminating in many firms failing. This study has developed a new business model which helps in improving financial as well as operational performance of the firms in post COVID-19 scenario, especially in the era of knowledge economy.

This is a unique study as this study (1) develops a unique theoretical model with high explanative power, (2) demonstrates how digital reliance and new business model help the firms in post COVID-19 pandemic and (3) adds to the body of literature in the domain of digital reliance, knowledge economy and B2B relationship management.

The business-to-business (B2B) marketing literature is heavily focused on the manufacturing sector. However, it is the B2B service sector that shows the highest growth in gross domestic product (GDP). Beyond a vibrant stream of literature on servitization, the B2B literature has neglected drawing on the wider service literature. This paper aims to examine recent streams of service research that have promising implications and research opportunities for B2B marketing.

Together, the author team has decades of research, managerial and executive teaching experience related to B2B marketing and services marketing and management. The observations and reflections in this paper originate from this unique perspective and are supplemented by insights from 16 expert interviews.

The authors identify and discuss in this paper four broad and related themes from the service literature that can stimulate B2B research and practice. First, the authors highlight the implications for capturing value in economies with their rapidly increasing specialization and related growth in B2B services. Specifically, the authors explain where B2B firms should focus on to gain bargaining power in the value chains of the future. Second, an additional strategy to enhance a B2B firm’s power to capture value is servitization, which allows firms to get closer to their customers, increase their switching costs and build strategic partnerships. The authors explore how firms can use service productization to enhance their chances of successful servitization. Third, servitization is expensive, and productivity and scalability are often a challenge in B2B contexts. These issues are tackled in a recent service research stream on cost-effective service excellence (CESE) where the authors derive implications for B2B firms. Fourth and related to CESE, latest developments in intelligent automation offer exciting opportunities for B2B services to be made more scalable.

This paper is based on the unique perspective of the author team and a panel of experts and connects major streams of service research to the B2B literature.

Despite its potential as a new source of competitive advantage, the performance implications of social media (SM) marketing (SMM) are not well understood. This study aims to investigate how and when SMM matters to firm performance, analysing the mediating role of product innovation (PI) and moderating the role of marketing innovation (MI) in business to business (B2B) small- and medium-sized enterprises (SMEs).

This paper used structural equation modelling analysis in STATA, using the Australian bureau of statistics data set of 4,956 SMEs which operate in the B2B environment.

The results reveal differential moderating effects of MI on the direct SMM–performance relationship. MI positively moderates internal SMM and SM use for promotion and branding on firm performance. MI also negatively moderates SM use for customer communication on firm performance, underscoring SMM constituting a double-edged sword. The indirect effects of internal SM use and SM use for promotion and branding, and customer involvement in new product development on performance via PI are significant when MI is absent.

Hence, B2B SMEs benefit from PI and existing SMM but do not benefit from dual PI and new MI.

By disaggregating SMM and explicating the mediating mechanism and moderating effects of MI, this study reveals how and under what conditions SMM matters to firm performance in B2B SMEs.

This study aims to examine the role of salespeople’s skills in relative and absolute SP in business-to-business (B2B) settings of services firms. This conceptual logic reported in meta-analytical works, that salespeople’s skills relate directly to their sales performance (SP), is questioned.

his research relies on existing theory and previous studies on SP drivers and SP measures. The literature identifies a set of common denominators on the role of salespeople’s skills regarding their SP, all of which are tested in this study. Based on a deductive approach and questionnaire survey, 732 service firms in Norway were targeted. A total of 389 questionnaires were returned, generating a response rate of 53.1%.

A total of 10 out of 12 hypothesized relationships in the research model dealing with the relationship between SP drivers and SP turn out to be non-significant. The hypothesized relationship in the research model between relative and absolute SP is also supported.

The results reported in this study, based on a large sample of service firms, empirically confirm that the direct effect is generally overestimated. Empirical evidence is provided that sheds additional light on the role of salespeople’s skills in relative and absolute SP in B2B settings of services firms.

This study offers meaningful and relevant insights into the monitoring of SP drivers to practitioners in B2B sales settings of services firms. Salespeople need to learn about gathering knowledge in training programs about each customer and their specific situation. Firms should strive to recruit salespeople who possess the appropriate skills, taking into consideration their customers and specific situations related to them, such as experiences from competitors. Salespeople may be organized around similar customers and similar customer situations, rather than geographical assignments.

Overall, this research contributes insights into the role played by salespeople’s skills in relative and absolute SP in B2B settings of services firms. In particular, the research contributes additional insights into the non-existent role of interpersonal presentation and communication skills, adaptiveness of sales approach and sales behavior skills and product/technology-related knowledge skills in salespeople’s relative and absolute SP in B2B settings of services firms.

This study examines the potential of foreign business-to-business (B2B) firms to select high-status local partners in emerging markets to achieve positive relationship outcomes. Because a domestic firm’s high status may also promote opportunism, the study also examines if the foreign B2B firms may mitigate such behavior through either or both transaction-specific investments (TSIs) and socialization.

The research is conducted via a model that suggests a positive correlation between high local partner status and the focal relationship outcomes and the moderating effects of structural TSIs and social governance systems. The model was developed and empirically tested using data collected from 96 foreign firms operating in China.

Using multiple regressions, the findings suggest that foreign B2B firms are likely to achieve more beneficial relationship outcomes with high-status local partners. Standing alone, foreign B2B firms’ TSIs mitigate the positive relationship outcomes, whereas their socialization with the high-status partners enhances the beneficial outcomes. Most importantly, combining socialization with TSIs increases beneficial outcomes.

This study adds to B2B marketing, status theory and the application of transaction cost economics (TCE) and social exchange theory to foreign-local B2B exchange relationships in emerging markets. The findings confirm the attractiveness of high status in emerging markets by exploring how the selection, formation and chosen B2B governance processes may lead to competing outcomes of opportunism or success. Future research will benefit from simultaneously securing data from both sides of the dyad.

The paper suggests that foreign B2B firms consider high status as a key criterion in selecting local partners in emerging markets and the importance of managing high-status partners’ potential opportunism by effective governance mechanisms.

This study is one of the first to apply and explore the workings of status theory in the foreign-local B2B partner selection process and relationship outcomes in emerging markets and thereby contributes to B2B marketing, status theory and both TCE and social exchange theories in the focal foreign-local B2B context.

This study aims to propose a conceptual framework based on organisational and environmental indicators of business-to-business sellers’ sales performance in services firms.

A descriptive research design was applied and data was gathered from 389 respondents across industries and different-sized services firms in Norway using a self-administered questionnaire.

Results show that the proposed six-dimensional framework of organisational and environmental indicators can be applied to manage seller–customer relationships in a business-to-business environment.

A six-dimensional framework of organisational and environmental indicators is tested successfully in services firms.

Increasingly, services firms will need to work closely with business-to-business sellers to proactively adapt to market changes through a co-creation approach to build long-term seller–customer relationships.

To the best of the authors’ knowledge, no previous study has focused on relationship marketing in business-to-business relationships that proposes a conceptual framework based on organisational and environmental indicators of business-to-business sellers’ sales performance in services firms.

The promise of B2B e‐commerce had led to an explosion in the number of e‐marketplaces as firms adopted a “launch and learn” strategy. However a cash crisis and continuing losses led to tremendous consolidation in these marketplaces. This scenario was mirrored in Latin America too. With the growing importance of B2B e‐commerce worldwide, Latin American firms cannot ignore the competitive advantages that accrue by employing the Internet into their strategies. This paper presents a variety of decision models that small and medium enterprises can employ to integrate the Internet into their business decisions and thereby remain competitive.