Search results

1 – 10 of over 3000
Article
Publication date: 29 July 2022

Flevy Lasrado, Park Thaichon and Munyaradzi W. Nyadzayo

In the past few decades, relationship management (RM) theory and RM strategies in business-to-business (B2B) contexts have evolved tremendously, driven by constant…

Abstract

Purpose

In the past few decades, relationship management (RM) theory and RM strategies in business-to-business (B2B) contexts have evolved tremendously, driven by constant innovation. Hence, the purpose of this study is to understand the trends and evolution of RM and relationship quality (RQ) in B2B contexts and empirical insights on RM and RQ in B2B, which in turn would provide insights into trends and future research directions.

Design/methodology/approach

Grounded on the industrial marketing and purchasing group, this study adopts a critical systematic literature review to provide a comprehensive analysis of the past, current and future trends in empirical research insights of RM and RQ in B2B markets.

Findings

This study provides some novel insights into RM in B2B context by using a multidimensional approach to RM and RQ and analyzing prior marketing research from three perspectives: the evolution of RM and RQ in B2B context; prior empirical research; and practical business insights. Overall, these perspectives inform the development of an evolving side of RQ in B2B contexts, leading to some predictions regarding the future of RM in B2B markets.

Practical implications

The exploratory results of this study shed light on the key factors that drive RQ and the importance of RM in B2B markets in the digital age where customers still long for human interaction regardless of the prevalence of advanced technology.

Originality/value

In the wake of advanced technologies and particularly, B2B companies had to turn to virtual platforms and embrace digital transformation to establish and manage their customer relationships. Yet, managing relationships via digital channels has its own challenges for both B2B practitioners and scholars. This indicates that there is still a huge need for attuned RM strategies that align with the changing environments – mainly driven by technological advancement – in B2B markets.

Details

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

Keywords

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

Article
Publication date: 3 August 2021

Arun Thirumalesh Madanaguli, Amandeep Dhir, Shalini Talwar, Gurmeet Singh and Octavio Escobar

This study aims to find, analyse and synthesise the body of literature on how different health-care businesses form business-to-business (B2B) alliances. By doing so, this…

Abstract

Purpose

This study aims to find, analyse and synthesise the body of literature on how different health-care businesses form business-to-business (B2B) alliances. By doing so, this study seeks to identify visible research gaps to suggest future research questions and develop a conceptual framework to set a future research agenda.

Design/methodology/approach

The study uses the time-tested systematic literature review method to identify 57 studies that have addressed B2B relationships in the health-care industry. Thereafter, a qualitative analysis is performed to delineate the research profile and synthesise the key themes examined in the selected studies.

Findings

The qualitative analysis uncovers two key thematic foci: types and purposes of B2B relationships and pertinent issues in continued B2B relationships. Within these themes, the authors highlight different types of firms and their reasons for engaging in B2B relationships. The authors also summarise various issues that these firms deal with in such relationships. Finally, the authors highlight the limitations in the existing research and suggest future research questions to address them. The findings are summarised in a conceptual framework.

Originality/value

Although several reviews exist that evaluate the state-of-the-art research on B2B relationships, very few have examined the same in the context of health care. This review adds value to the research by providing a comprehensive overview of the existing findings in the area to encourage future research through a conceptual framework.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

Content available
Article
Publication date: 13 August 2021

Runyue Han, Hugo K.S. Lam, Yuanzhu Zhan, Yichuan Wang, Yogesh K. Dwivedi and Kim Hua Tan

Although the value of artificial intelligence (AI) has been acknowledged by companies, the literature shows challenges concerning AI-enabled business-to-business (B2B

1686

Abstract

Purpose

Although the value of artificial intelligence (AI) has been acknowledged by companies, the literature shows challenges concerning AI-enabled business-to-business (B2B) marketing innovation, as well as the diversity of roles AI can play in this regard. Accordingly, this study investigates the approaches that AI can be used for enabling B2B marketing innovation.

Design/methodology/approach

Applying a bibliometric research method, this study systematically investigates the literature regarding AI-enabled B2B marketing. It synthesises state-of-the-art knowledge from 221 journal articles published between 1990 and 2021.

Findings

Apart from offering specific information regarding the most influential authors and most frequently cited articles, the study further categorises the use of AI for innovation in B2B marketing into five domains, identifying the main trends in the literature and suggesting directions for future research.

Practical implications

Through the five identified domains, practitioners can assess their current use of AI and identify their future needs in the relevant domains in order to make appropriate decisions on how to invest in AI. Thus, the research enables companies to realise their digital marketing innovation strategies through AI.

Originality/value

The research represents one of the first large-scale reviews of relevant literature on AI in B2B marketing by (1) obtaining and comparing the most influential works based on a series of analyses; (2) identifying five domains of research into how AI can be used for facilitating B2B marketing innovation and (3) classifying relevant articles into five different time periods in order to identify both past trends and future directions in this specific field.

Details

Industrial Management & Data Systems, vol. 121 no. 12
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 3 November 2021

David Marius Gligor, Ismail Golgeci, Carla Rego, Ivan Russo, Sıddık Bozkurt, Terrance Pohlen, Brian Hiatt and Vipul Garg

The purpose of this paper is to build on recent efforts occurring within business-to-business (B2B) marketing research to advance methodological developments. As phenomena…

Abstract

Purpose

The purpose of this paper is to build on recent efforts occurring within business-to-business (B2B) marketing research to advance methodological developments. As phenomena within B2B relationships have become increasingly complex, marketing scholars have begun to point out the limitations associated with correlation-based methodological approaches and highlight the need for new developments in this area. One such development is the fuzzy set qualitative comparative analysis (fsQCA).

Design/methodology/approach

This study uses a literature review to examine the use of fsQCA in B2B marketing research.

Findings

First, the current manuscript presents the benefits that the application of fsQCA can offer to market researchers investigating B2B phenomena. Second, the paper presents the current state of fsQCA use within B2B marketing. Third, it suggests possible marketing B2B research topics that can be explored using fsQCA.

Originality/value

The study highlights the benefits of fsQCA, presents the current state of fsQCA use within B2B marketing and offers a rich future research agenda for B2B marketing scholars. This agenda can also help spur additional method developments in the discipline.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 7
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 29 September 2022

Kirsten Cowan, Teea Palo, Duncan Chapple and Yiwei Zhang

The purpose of this study is to address these questions. Word-of-mouth (WOM) is increasingly important in business-to-business (B2B) decision-making. Yet, research on this…

Abstract

Purpose

The purpose of this study is to address these questions. Word-of-mouth (WOM) is increasingly important in business-to-business (B2B) decision-making. Yet, research on this topic is rather limited, and often borrows from business-to-consumer (B2C) WOM literature. The question remains as to whether these assumptions realistically occur in B2B WOM. Specifically, this study explores the following questions: What value does B2B WOM have? Why do social media influencers in B2B engage in WOM? What type(s) of social media influencers spread WOM in B2B?

Design/methodology/approach

To address these questions, this study adopts a qualitative research strategy. This study focuses on industry analysts in information technology markets who often influence the buying decisions of customers through their expertise and recommendations of technology solutions. Based on interviews with these influencers, this study explicates B2B WOM, an area the authors know much less of in comparison to B2C WOM.

Findings

This study reveals differences in who spreads WOM within B2B, their roles, key features of their content and how they spread WOM. Second, this study demonstrates the types of actors spreading WOM in B2B in relation to the type of WOM and how it actually influences B2B markets.

Originality/value

This study broadens the current definition of WOM and, specifically, showcases WOM not only as amplifying messages but as a means to co-create the market itself with vendors and clients. This research offers several contributions to the B2B WOM literature and influencer practice.

Details

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

Keywords

Book part
Publication date: 11 June 2009

Kevin Lane Keller

In part because of the complexity and large risks involved, branding plays an important role in business-to-business (B2B) markets. Although marketers of B2B brands must…

Abstract

In part because of the complexity and large risks involved, branding plays an important role in business-to-business (B2B) markets. Although marketers of B2B brands must do many of the things that marketers of any kind of product or service must do, six guidelines that are more unique to B2B settings can be defined.

First, the entire organization should understand and support branding and brand management. Employees at all levels and in all departments must have a complete, up-to-date understanding of the vision for the brand and their role. A brand mantra – a short three- to five-word summary of the essence of a brand – can help with this vertical and horizontal alignment.

Second, a corporate branding strategy should be adopted if possible with a well-defined brand hierarchy. Ideally, sub-brands would be created that combined a well-known and highly credible corporate brand name with descriptive product modifiers.

Third, to avoid falling into a commoditization trap, sufficient differentiation must be established to justify price premiums. To sustain that premium, it may be necessary to “frame” value perceptions to ensure that customers appreciate a brand's differences. Fourth, one often overlooked means of differentiation is to link brands to relevant non-product-related brand associations related to customer service, well-respected customers, or clients, etc.

Fifth, emotional associations related to a sense of security, social or peer approval, and self respect can also be linked to the brand and serve as sources of brand equity. Finally, customers must be carefully segmented both within and across companies and tailored marketing programs developed for these different segments.

Adopting these six guidelines will increase the likelihood of creating a strong B2B brand, reaping all the benefits that such an achievement entails.

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

Book part
Publication date: 9 August 2018

Stella Andersson, Anette Vierimaa and Mirjam Sundkvist

This chapter focuses on the importance of emotions, as a notable part of corporate branding in a business-to-business (B2B) context. Since the issue of emotions has often…

Abstract

This chapter focuses on the importance of emotions, as a notable part of corporate branding in a business-to-business (B2B) context. Since the issue of emotions has often been neglected in B2B branding research, the chapter focuses on ascertaining what kind of emotional differences exist in B2B, compared to B2C context. It also explores how rational versus emotional impressions affect decision-making processes in business environment, and whether the B2B sector can turn emotions into an advantage in corporate branding. The qualitative case study is conducted, focusing on the Suomen Henkilöstötalo Company. The case offers interesting findings and managerial contributions by highlighting both emotional decision making and the importance of business relationships for strengthening the position of the company in its business market.

Details

Developing Insights on Branding in the B2B Context
Type: Book
ISBN: 978-1-78756-276-9

Keywords

Article
Publication date: 22 July 2019

Hoda Diba, Joseph M. Vella and Russell Abratt

This study aims to explore if and how business-to-business (B2B) companies can use social media to influence the buying process.

5610

Abstract

Purpose

This study aims to explore if and how business-to-business (B2B) companies can use social media to influence the buying process.

Design/methodology/approach

The study uses an exploratory approach into the existing literature related to the B2B buying process and its relationship with social media.

Findings

The study shows that companies in a B2B context can use social media as a means of influencing the stages of the buying process by means of using one or more of the seven functional blocks of social media.

Research limitations/implications

The findings demonstrate the relation that exists between each stage of the buyer process in a B2B organization and the functional blocks of social media. This study opens the door for further research into the influence of each of these blocks on the buying process stages and the roles involved.

Practical implications

This study identifies how social media’s blocks influence the different stages and how organizations can use that to their benefit.

Originality/value

Few studies have investigated the use of social media in a B2B context. However, not many have looked into the influence of social media in the B2B buying process and buying center. This study looks into the relationship between the buying process stages and social media’s functional blocks as related to the different roles of the buying center.

Details

Journal of Business & Industrial Marketing, vol. 34 no. 7
Type: Research Article
ISSN: 0885-8624

Keywords

Book part
Publication date: 9 August 2018

David Mullo, Liljeström Mats and Tomi Snäll

This chapter offers insights into one of the most influential aspects of external branding, namely, branding within business-to-business (B2B) sales. In particular, the…

Abstract

This chapter offers insights into one of the most influential aspects of external branding, namely, branding within business-to-business (B2B) sales. In particular, the authors of this chapter claim that B2B sales are indispensable for the growth and existence of a brand. The special attention of this chapter is focused on sales personnel, as representatives of firms and carriers of branding. In other words, the impact of sales personnel on branding in a B2B context is presented theoretically and examined empirically. The chapter thereafter offers an interesting case study of Logomo, a cultural venue in Finland, specializing in selling customized space to companies, as well as organizing different kinds of public events. Through a combination of theory and practice, the authors demonstrate the importance of branding within B2B sales and conclude by providing specific implications for practitioners.

Details

Developing Insights on Branding in the B2B Context
Type: Book
ISBN: 978-1-78756-276-9

Keywords

1 – 10 of over 3000