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This paper aims to address the questions of why, when and how business-to-business (B2B) firms engage in sustainability initiatives. The authors believe that this is the first attempt to address all three questions in a single paper, and one of the earliest to focus on these in B2B markets.

The sustainability initiatives of B2B firms throughout the value/supply chain were examined. Input data came from external sources and the firms themselves. Two conceptual frameworks were developed, illustrating why firms partake in sustainability initiatives and when and how they may do so.

This paper provides two conceptual frameworks that address why, when and how firms get involved in sustainability initiatives, and how they can better communicate their involvement to stakeholders.

To obtain a broader perspective of B2B firms’ involvement in sustainability initiatives, a variety of third-party sources were used, augmented with data from firm websites. Examples of firms the authors selected were constrained by the collection of firms described in student research papers.

This paper suggests useful guidelines for firms considering starting or expanding sustainability initiatives by providing frameworks that address why, when and how firms do so, with examples of firms illustrating engagement in each area. It also provides communication guidelines, necessary for enhancing stakeholder relations.

Integrating environmental sustainability within a firm’s strategy can improve corporate image and increase efficiency, while contributing to a better world environment.

A review of the corporate social responsibility (CSR) literature indicated that most research has focused on business-to-consumer markets. This paper addresses CSR in B2B markets, examining players at all levels of the value/supply chain: manufacturers, channel intermediaries and end-users.

Traditional North American supplier‐manufacturer behaviour functions on a channel control model with a competitive bid posture dominating the relationship. The arrival of Japanese manufacturing subsidiaries in North America and Europe, however, is forcing suppliers to reconsider previous decision rides in dealing with manufacturers within a more cooperative mode because of the unique Japanese processes. The focus here is on comparing organisational buyer behaviour in North America and Japan. As North American firms become suppliers to the Japanese, knowledge of this behaviour becomes increasingly important. Implications are presented for understanding Japanese influences in the organisational buying process through utilising a generalised model from the marketing literature. In addition, a framework for examining the participation and coping behaviour of North American firms is presented.

Describes an empirical study examining the strategies of auto parts suppliers to transplanted Japanese OEMs. Finds that suppliers have become more customer‐focused, following the marketing concept, and also more aggressive in buying from second tier suppliers, in accordance with reverse marketing. Examines the background to the growth of Japanese OEMs in North America, together with an analysis of the traditional marketing concept, reverse marketing and the Japanese hierarchical structure of suppliers. Concludes that reverse marketing leads to strong partnerships, and that relationships with both existing and new suppliers must be developed. Relates the research to the oretical concepts and offers managerial recommendations.

There are many products we sell at absolute cost because they are part of the image of our business. We sell Kodak cameras at cost — we will sell between 5,000 and 6,000 of the new disc cameras between now and Christmas. — A drug chain buyer.

Retail buying is an under‐researched activity which is of crucial importance to retailers. Conducts a survey of buyers in large UK retailers to investigate the range of activities in which buyers are involved and explore the interface between the buying function and other functional areas. Demonstrates the breadth and challenging nature of the buyer′s role and explores the qualities needed by individuals wishing to make a success of retail buying. Finally, suggests that buyers carry the main responsibility for implementing a company′s marketing activities and suggests areas for further research.

The most significant event for the School has been the announcement of the creation of the National Centre for Management Research and Development. The Centre is due to open in 1986 and will provide research facilities for up to 20 major projects designed to improve the competitiveness of Canadian business practices.

The present paper proposes simultaneous research into the effects of co‐operation with buyers and suppliers on company performance, and how both types of co‐operation interact in one specific industry.

The paper conducts an analysis of a sample of 80 sawmills in the Spanish regions of Galicia and the Basque Country, comprising most of the wood production in Spain.

Contrary to prior research, the results suggest that contextual factors, inherent to each supply chain, affect the relationship between supplier‐customer co‐operation and performance.

The findings lead one to argue that some traditional arguments in favour of co‐operation with buyers and suppliers might not be applicable to specific industries, positions in the value chain or exchanged products, and that industry‐specific variables should be included in future research.

Sawmills appear to benefit only from co‐operation with buyers, but not from co‐operation with suppliers. Furthermore, the two types of co‐operation do not appear to generate synergy.

The study adopts a systemic view of the supply chain and argues that industry‐specific factors, and position in the value chain, should be included as control variables in empirical work researching the competitive consequences of co‐operation in the value chain.

Applying brand names to international markets remains a challenge to multinational corporations. Consumers’ sociolinguistic backgrounds shape their responses to brand names. This paper uses a sociolinguistic approach as a conceptual framework in understanding brand naming and translating in the Chinese market. The approach promotes that sociolinguistics a) recognizes linguistic competence, b) advances symbolic values imbedded in linguistic forms, and c) renders attached social valence to cultural scrutiny. Three brand‐naming cases in China are presented for discussion, which may benefit multinational corporations on brand decisions involving Chinese consumers.

Over the last five decades, business to business (B2B) marketing has evolved from a transactional model to a behavioral model. This evolution is a consequence of the rise in thoughts of managing customer journeys, services marketing and acknowledging value co-creation amongst stakeholders. The contemporary B2B marketing strategies of relationship, innovation, sustainability and digital marketing that emerge through the literature review are discussed to demonstrate how they add value to the competitive advantage of firms and facilitate co-creation between business partners to help design the customer journey. The purpose of the paper is to discuss how the apparel industry could implement the B2B marketing strategies highlighted and further suggests a framework of value co-creation. The framework shows the journey between business partners followed by the value propositions as service exchange through resource integration within the service ecosystem.

Through a review of the literature, the evolution of B2B marketing unveils the importance of services marketing and how the marketing strategies discussed add value to the services marketing, this is further explored with propositions of value co-creation between business partners. The propositions are based on the theory of service dominant logic, whereby, the partners in the service ecosystem co-create value from value propositions offered by the business partners in collaboration with supply chain innovation.

A framework is suggested in the context of the apparel industry that demonstrates the value propositions as a part of the B2B marketing strategy. Through resource integration and collaboration between the business partners, the value propositions in the form of services, are exchanged resulting in value co-creation that leads to the ultimate offering to the end customer.

The service dominant logic theory and the supply chain innovation model are the basis of the framework, showing the value propositions made, are in collaboration between the firm and the supply chain partners. The value propositions in the form of services are exchanged as an outcome of resource integration amongst the business partners resulting in value co-creation which will aid apparel manufacturers differentiate their services and manage customer journeys better. The framework will be further researched through primary research to determine its rationality in the real-world context. The nature of the industry being fast paced, the literature will be outdated in a short span of time and with the vast growth, new strategies will need to be executed eventually.

The paper discusses how the apparel industry can move forward with the B2B marketing strategies highlighted through the literature review and further suggests a framework of value co-creation. This will aid apparel manufacturers to focus their marketing efforts in an era of services marketing and compete better globally with service offerings.

The competitive advantage strategies and other key emerging themes of co-creation, value co-creation and customer journeys are highlighted and shows increasing importance to the survival of businesses in an era of service orientation and relationship marketing.

Through a critical literature review of B2B marketing strategies and with the use of theoretical models of service dominant logic and supply chain innovation, the conceptual paper proposes a framework by the authors that allows future research to analyse value co-creation in B2B marketing strategies for the apparel industry.

In the context of heightened awareness and understanding of responsible tourism, it has become increasingly imperative for luxury hotels to introspect on the impact of their operations on environmental and social sustainability. This study aims at examining the prevalence and growth of sustainability practices in the Indian luxury hotel segment as it increasingly competes on a global platform.

The research approach adopted in this paper is qualitative and emic. Primary data is gathered for the study through semi-structured interviews with select luxury hotel general managers from four hotel chains of Indian origin – ITC Luxury Hotels, Oberoi Hotels and Resorts, Taj Hotels and Palaces and The Leela – to gain an insight into sustainability initiatives adopted in the Indian hospitality industry. Secondary research data regarding the eco-friendly, green measures implemented in these hotels is collected primarily from the websites of the respective hotel chains and supplemented by review of academic literature, media articles, industry reports and company press releases.

The findings of the study reveal that Indian luxury hotel brands are increasingly adopting green products and integrating innovative sustainability practices in their day-to-day operations. However, several of these initiatives are in the non-customer-facing domains such as the engineering and back-of-the-house operations. Very few Indian hotel chains are building these sustainability initiatives into their core philosophy and embedding it in the front-line customer service experience at their properties to reinforce the green image of the hotels.

The paper also proposes the 6Cs Framework of Sustainability that can be utilised to categorise the green sustainable practices adopted in responsible hotels in a simplistic manner under six broad verticals. Practitioners, researchers and educationists in the hospitality industry would find the implications of this study useful in the context of a post-pandemic world where sustainability is influencing consumer choices across industries in today’s eco-conscious and enlightened business and marketing environment.