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The purpose of this paper is to assess whether travel agencies that implement comprehensive marketing performance assessment systems (MPASs) enjoy superior overall performance. Drawing on the knowledge-based view, the authors propose and test a model demonstrating that the relationship between MPASs and overall performance is fully mediated by the depth of market-related knowledge absorbed by the travel agency.

A survey was administered to a sample of Italian travel agencies; 171 complete questionnaires were received. The suggested relationships were assessed using a covariance-based structural equation modeling approach, including the estimation of both the measurement model and the structural model.

The findings indicate that the implementation of sophisticated MPASs has a significant and positive effect on performance and that this relationship is fully mediated by the depth of market-related knowledge absorbed by the travel agency. In addition, the results highlight that the number of marketing metrics monitored by the travel agency has no effect on its performance.

The specific features of the travel agency sector in Italy include a remarkable level of fragmentation. The cross-sectional design does not permit an assessment of the medium-term effects of the adoption of an MPAS.

Travel agencies selecting proactive marketing strategies can particularly benefit from the adoption of sophisticated MPASs. Suggestions are provided to assist managers in designing their MPAS.

This study enriches the field’s knowledge about marketing performance measurement and proactive marketing strategies, and indicates that the implementation of well-designed MPASs improves a firm’s overall performance. It also explains the knowledge-related processes that produce this positive effect.

In the past decades, a growing body of studies has assessed the importance of brands in business-to-business (B2B) markets. However, until date, a comprehensive understanding of B2B branding strategies is lacking. Hence, the purpose of this paper is to develop a framework to select and manage B2B branding strategies.

This study’s arguments are developed in line with MacInnis’s (2011) guidelines on conceptual contributions in marketing.

As a result of the arguments of this study, a framework is developed to identify the relationships between the types of B2B contexts and effective B2B branding strategies.

Despite deriving from an extensive analysis of the literature, the framework requires future empirical validation. Moreover, the relationship linking a supplier to its customer is unique, and hence, each supplier should carefully select a branding strategy depending on the specific situation.

The suggested framework provides actionable insights to inform managers’ decisions about the most effective B2B strategy for their firm, based on the relational complexity (number of customers, intensity of co-production and co-creation, and dyadic vs multiple-actor view).

This is the first study to provide a comprehensive model of B2B branding strategies. Therefore, it contributes to both advance theoretical knowledge and managerial practice.

Professional service firm (PSF) performance depends on the accumulation and application of specialist knowledge to find customised solutions to customer problems. However, available research has not examined whether knowledge acquired from external sources affects PSF outcomes by strengthening professionals’ beliefs rather than only by increasing technical competency. Drawing on self-efficacy theory, this study tests a model that links the quality of content acquired from external sources and the credibility of those sources to professionals’ self-efficacy and, in turn, to PSF outcomes (solution quality and firm performance). In particular, this paper aims to consider the case of professional content exchanged through professional social media.

A cross-sectional research design was applied. Data were collected from a sample of 208 accountants, auditors and lawyers who used professional social media and were analysed using covariance-based structural equation modelling.

When accessing professional content from external sources, source credibility and content quality are significant antecedents of professionals’ self-efficacy, which, in turn, has positive effects on PSF outcomes (solution quality and PSF performance).

Self-efficacy plays a key role in the link between knowledge acquired from external sources (professional content) and PSF outcomes.

This study provides recommendations and actionable insights for PSFs, professionals and other actors who create and exchange professional content. Professional associations may also take an active role by contributing and sharing credible and high-quality content, using, for example, professional social media.

This paper advances the current understanding of the effects of professionals’ access to content from external sources on PSF outcomes. It provides an explanation of these effects based on the enhancement of professionals’ beliefs instead of their technical competencies, as indicated in previous research. In addition, it is the first research effort to consider professional social media as a communication channel to exchange content that affects the self-efficacy of PSF professionals.

Although cross-border e-commerce has become increasingly popular among small and medium-sized enterprises as a foreign market entry mode, research on the determinants of its success is scarce. Drawing on the resource-based view, this study aims to examine the relationship between a firm’s information technology, international marketing and export operations capabilities and its cross-border e-commerce strategic and financial performance.

Partial least squares structural equation modeling was used to analyze data from a sample of Italian exporters in the food and beverage industry.

The results highlight the mixed effects of information technology, international marketing and export operations capabilities on both e-commerce strategic and financial performance. Moreover, the use of third-party e-commerce platforms reduces the effect of exporters’ information technology capabilities on their e-commerce financial performance.

The majority of exporters in this study had implemented cross-border e-commerce only recently; hence, longitudinal data on the success factors of e-commerce are not available.

While cross-border e-commerce may work as an accelerator of the overall export performance, export managers are urged to approach it strategically with a clear medium-term view to develop the required capabilities.

This study was one of the first to examine the drivers of small and medium-sized exporters’ cross-border e-commerce performance. Moreover, unlike most previous analyzes, it focused on e-commerce as a foreign market entry mode rather than a supplement to offline exporting activities.

Although sales activities in the wine industry are becoming increasingly important, there has been little research on the sales capabilities in wine businesses. The purpose of this paper is to address this gap by examining the most important salesperson and sales management capabilities and emerging trends related to the management of sales capabilities in the wine industry.

Empirical analysis based on an explorative research design was conducted in the Italian wine industry. Sales directors from 4 of the 30 largest Italian wine producers were interviewed. Textual data were analysed using template analysis.

Analysis of the findings revealed the most important capabilities of salespeople and sales managers and identified four emerging trends related to sales capability management in the wine industry – capabilities enrichment, capabilities balance, capabilities specialisation and capabilities acquisition process.

Given that only large wine producers in the Old World were interviewed, caution should be exercised before extending the findings to small and medium-sized players and to those in the New World.

The trends identified in this study provide actionable insights for designing strategies to manage sales capabilities in wine businesses.

This was one of the first studies to address the capabilities of salespeople and sales managers and to provide an in-depth examination of sales capability management trends in the wine industry.

Many firms are investing in digital services to improve customer experiences. Virtual service agents, or “e-service agents” (“e-agents”) such as chatbots, are examples of these efforts. Chatbots are types of virtual-assistant software programs that interact with users through speech or text. This paper aims to investigate whether the perceived hedonic and utilitarian attributes of chatbots can influence customer satisfaction and, consequently, their relationships with brands.

Data were collected through a questionnaire-based survey among a sample of Italian consumers. A convenience sampling technique was used. Data were then analyzed through Partial Least Squares Structural Equation Modeling to provide a prediction-oriented model assessment. The findings were then complemented with an importance–performance map analysis (IPMA) to gain more detailed insights and actionable guidelines for managers.

The findings highlighted that the perceived hedonic and utilitarian attributes of chatbots positively influenced customer satisfaction and improved customer relationships with the brands. However, the IMPA highlighted that the performance levels of two most important attributes – system quality and experience with chatbot – could be improved resulting in additional improvements of customer satisfaction.

This study suggests the importance of firms’ investments in and adoption of e-agents to strengthen consumer–brand relationships and of considering both the hedonic and utilitarian attributes of their e-agents.

This article attempts to enrich and consolidate the growing body of literature concerning the impacts of new technologies – and, specifically, chatbots – in service marketing.

Establishing thought leadership by disseminating relevant digital content through social media has become one of the main priorities for marketers in business-to-business (B2B) settings. However, academic research has only recently started to address this phenomenon. In particular, researchers have not yet examined whether and how thought leadership positively influences a firm’s relationship with its customers. This paper aims to propose and test a model to explain how a firm’s thought leadership improves its customer relationship performance.

A cross-sectional research design was applied using covariance-based structural equation modeling to estimate the suggested model. Data were collected from a sample of 160 firms in different industries that create and share content on social media.

Thought leadership on social media positively influences brand performance and, in turn, customer relationship performance in B2B settings. Moreover, establishing thought leadership on social media results from specific thought leadership capabilities and is supported by social media capabilities.

This study advances knowledge on social media thought leadership in B2B settings by proposing and testing a model that combines available insights from three distinct but interrelated B2B streams of studies: branding, social media marketing and thought leadership. Moreover, this study conceptualizes the effects of thought leadership, which is consistent with the relational nature of B2B settings. In fact, it explores thought leadership as a means to maintain and strengthen business relationships. However, further studies are needed to explore detailed strategies that affect the effectiveness of thought leadership.

The results provide managers with evidence on the effectiveness of a thought leadership strategy. Establishing thought leadership on social media can help to nurture customer relationships over time. By sharing valuable content, suppliers can continuously demonstrate their cutting-edge competences and expertise, thus keeping their brand relevant to customers.

This is the first study to provide evidence of the benefits of social media thought leadership on customer relationships in B2B settings.

Accommodation sharing is a major trend shaping the hospitality industry, and Airbnb is the most prominent sharing platform driving this growth. While price convenience is reported as one of the main strengths of Airbnb accommodations, only a few studies have examined price determinants. In particular, it is unclear whether hosts dynamically adjust prices for shared accommodation based on their experience with price management and on the level of market demand. The purpose of this paper is to fill this gap by suggesting and testing a comprehensive hedonic pricing model.

Data from all 1,056 Airbnb listings for accommodations available in the city of Verona, Italy on four booking dates in 2016 are collected and analysed through regression analysis.

The results highlight that price is significantly related to the level of the host’s accumulated experience and the level of market demand on a specific booking date. The findings provide support for the ability of hosts to dynamically adjust prices for their accommodations.

Drawing on the innovator’s dilemma theory, this study suggests some strategies that traditional hotels may adopt to react to the disruptive nature of Airbnb.

This is one of the few studies to address hosts’ pricing strategies and specifically consider price adjustments owing to variations in host experience and market demand.

The purpose of this paper is to demonstrate how geomarketing statical tools (notably, gravitational models) can support healthcare organisations to improve the quality of their services.

Geomarketing tools were applied to the analysis of data (91,478 observations) concerning the performance of nuclear magnetic resonance.

Geomarketing models can support and enhance the planning of service provisions of healthcare organisations. Drawing the planning actions on the patient needs and actual behaviours allow the healthcare organisations to obtain better market performance.

The results support the health service planning activities related to covering the so-called “offer gaps”.

This is the first study to apply geomarketing to improve the quality of healthcare services.