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Book part
Publication date: 17 June 2020

Nuria Rodríguez-Priego and Maria Palazzo

This chapter describes the main issues in scientific literature related to industrial branding. First, we set the background focusing on industrial branding, followed by brand…

Abstract

This chapter describes the main issues in scientific literature related to industrial branding. First, we set the background focusing on industrial branding, followed by brand equity and measurement, and brand orientation in business markets. The second section relies on controversies and problems inherent in the gaps in theory and implementation of branding. The third section proposes several solutions and recommendations for academics and practitioners, followed by proposals for future research directions and conclusions. We also present a case study and several case questions arising.

Book part
Publication date: 16 August 2014

Anne-Maria Holma

This study provides a comprehensive framework of adaptation in triadic business relationship settings in the service sector. The framework is based on the industrial network…

Abstract

This study provides a comprehensive framework of adaptation in triadic business relationship settings in the service sector. The framework is based on the industrial network approach (see, e.g., Axelsson & Easton, 1992; Håkansson & Snehota, 1995a). The study describes how adaptations initiate, how they progress, and what the outcomes of these adaptations are. Furthermore, the framework takes into account how adaptations spread in triadic relationship settings. The empirical context is corporate travel management, which is a chain of activities where an industrial enterprise, and its preferred travel agency and service supplier partners combine their resources. The scientific philosophy, on which the knowledge creation is based, is realist ontology. Epistemologically, the study relies on constructionist processes and interpretation. Case studies with in-depth interviews are the main source of data.

Details

Deep Knowledge of B2B Relationships within and Across Borders
Type: Book
ISBN: 978-1-78190-858-7

Keywords

Article
Publication date: 1 May 1980

Michael V. Laric

Suggests that rapid rise of energy costs and worldwide inflation have altered pricing decisions importance. Provides an overview of the marketing literature on pricing — intending…

1595

Abstract

Suggests that rapid rise of energy costs and worldwide inflation have altered pricing decisions importance. Provides an overview of the marketing literature on pricing — intending developing a conceptual framework and classification system for different types of pricing strategies in industrial markets. Strives to provide a more comprehensive basis for developing industrial pricing strategies in addition to earmarking the most relevant marketers' needs. Sectionalises the article and, in the first part, explores existing literature; the second part develops a taxonomy of purchasing situations. Closes by linking the pricing topics, identified previously, to the different purchasing situations. Lists, by topic, the articles used and these are in the Appendix to enable quick reference to potential users. Employs tables for extra emphasis to aid in explanation along with 2 Appendixes.

Details

European Journal of Marketing, vol. 14 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 March 1988

Ellen Day, Richard J. Fox and Sandra M. Huszagh

Although the viability of global marketing is disputed, the best opportunities for pursuing basically the same strategy across national borders are in industrial marketing

2280

Abstract

Although the viability of global marketing is disputed, the best opportunities for pursuing basically the same strategy across national borders are in industrial marketing. However, because of the disparities across world markets, segmentation is essential to assessing opportunities for a standardised marketing approach. Segmentation based on economic indicators represents the first step in identifying potential markets. In this study, 96 countries were grouped into six segments. Implications for industrial marketers are presented, along with issues relating to using stages of economic development as a basis for segmentation and using a factor analytic and clustering approach to the segmentation of the global market.

Details

International Marketing Review, vol. 5 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 9 October 2019

Yi Xie and Xiaoying Zheng

This paper aims to examine the role of learning orientation in building brand equity for B2B firms. The present research proposes that learning orientation contributes to the…

Abstract

Purpose

This paper aims to examine the role of learning orientation in building brand equity for B2B firms. The present research proposes that learning orientation contributes to the development of innovation and marketing capabilities and, in turn, leads to enhanced industrial brand equity. Furthermore, the moderating effect of firm size in these processes is investigated.

Design/methodology/approach

The hypotheses are tested by administering a survey with a set of managers of manufacturing firms in China.

Findings

Innovation capability and marketing capability serve as the mediators between learning orientation and industrial brand equity. The mediating path through innovation capability is stronger for small firms than for large firms.

Research limitations/implications

Learning orientation provides a cultural base for B2B firms to cultivate brand equity. Measurement of industrial brand equity and contingency of its effect requires further investigation.

Practical implications

To transform learning-oriented culture into brand equity, firms need to develop and manage innovation and marketing capabilities. The learning orientation–innovation capability route is more beneficial for small firms.

Originality/value

While a majority of prior literature ignores the impact of organizational culture in driving industrial brand equity, the present research explores learning orientation as a key cultural antecedent of industrial brand equity. A more refined industrial-brand-equity-building mechanism from learning orientation to corporate capabilities and then to brand equity is proposed and tested. The mechanism varies with firm size.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 2
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 18 October 2018

Gitesh Dhairyashilrao Chavan, Ranjan Chaudhuri and Wesley J. Johnston

The purpose of this paper is to investigate the underlying knowledge structure and evolution of industrial-buying research published between 1965 and 2015.

1373

Abstract

Purpose

The purpose of this paper is to investigate the underlying knowledge structure and evolution of industrial-buying research published between 1965 and 2015.

Design/methodology/approach

Bibliometric analysis is performed on 357 relevant papers (using principal component analysis and natural language processing, using VantagePoint® tools, used to generate bubble maps, auto-correlation maps and Aduna cluster maps), demonstrating how various factors involved in industrial buying have evolved, their degree of correlation with each other and the interrelationships of multiple factors concerning their co-occurrences.

Findings

The systematic mapping of industrial-buying research would illustrate the development of the significant factors in industrial-buying research. This paper provides both a global perspective on the leading countries and journals in the field and a robust roadmap for further investigation in this field.

Research limitations/implications

This paper is limited to the data considered for analysis and may, therefore, overlook or underestimate some work that has not been captured while filtering databases related to industrial buying.

Practical implications

This paper facilitates near-future projection and trend analysis in industrial-buying research.

Originality/value

The methodology used is unique to the field of business-to-business marketing.

Details

Journal of Business & Industrial Marketing, vol. 34 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 12 April 2022

Philip Coombes

The purpose of this paper is to present the findings of a bibliometric analysis of the evolution and structure of business model research in industrial marketing scholarship…

Abstract

Purpose

The purpose of this paper is to present the findings of a bibliometric analysis of the evolution and structure of business model research in industrial marketing scholarship during the period between 2011 and 2020 and to discuss potential directions for future empirical research.

Design/methodology/approach

Bibliometric methodologies are deployed to objectively evaluate the business model research that has made the most impact within industrial marketing scholarship as well as the prominent scholars and key topics driving the discipline at points in time.

Findings

The findings demonstrate the formative but increasing engagement that industrial marketing scholarship has had with business model literature and the limited but increasing degree that business models have influenced industrial marketing literature. Potential directions for the empirical development of business model literature are argued to lie in the areas of collaboration and coopetition by examining the notion of value within the relationships, interactions and/or networks evidenced in European seaports business models.

Research limitations/implications

Bibliometric analysis is retrospective in nature so developments in the literature appear only after some time has elapsed. Different keyword selection when formulating search strings for sampling may have brought some deviations in the analysis.

Originality/value

Research that investigates the link between business models and industrial marketing is still scarce. This paper is among the few that analyze objectively the evolution and structure of business model literature in industrial marketing scholarship from a longitudinal perspective with a particular emphasis on the period between 2011 and 2020.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 January 1986

Ernest F Cooke

There is no single, clear, specific definition of business or industrial marketing. Existing definitions are inconsistent and there has been a claim that there is no difference…

1180

Abstract

There is no single, clear, specific definition of business or industrial marketing. Existing definitions are inconsistent and there has been a claim that there is no difference between industrial marketing and consumer marketing. It seems appropriate for the inaugural issue of a journal on business and industrial marketing to examine this problem and to attempt to clear up the confusion.

Details

Journal of Business & Industrial Marketing, vol. 1 no. 1
Type: Research Article
ISSN: 0885-8624

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 analysis…

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: 5 October 2015

Peter Ekman, Cecilia Erixon and Peter Thilenius

This study aims to investigates the possible gap between the logic of these information technology (IT) systems and industrial firms’ marketing practices. Industrial firms rely…

2615

Abstract

Purpose

This study aims to investigates the possible gap between the logic of these information technology (IT) systems and industrial firms’ marketing practices. Industrial firms rely extensively on IT systems for their business.

Design/methodology/approach

Based on the contemporary marketing practice (CMP) model, which depicts firms’ marketing practice as ranging from transactional to more relational and networked-based, the logic of IT systems and how users in industrial firms adopt them are amended to create an extended model. The extended model is used to analyze an in-depth case based on 63 interviews regarding one industrial firm’s business with customers and suppliers and how IT is utilized in this setting.

Findings

Results show that industrial firms’ relationship-oriented business is poorly supported by currently used IT systems. This gap between the IT systems, which are transaction-focused, and industrial firms’ marketing practice, which is relationship-based, has severe effects on adoption and efficiency of IT systems. The marketers prefer local, non-integrated, IT with limited usefulness on an overall firm level while resisting the firms’ comprehensive IT systems. This forms an IT–marketing gap given that current IT does not match the marketing practice of relationship-oriented industrial firms.

Originality/value

This study applies an extended CMP model in a novel way focusing one industrial firm, its customers and suppliers and the IT used in this setting. The study shows that all marketing practices of the CMP model can be found in one firm’s business, albeit one category, i.e. interaction marketing (a relationship approach), is dominating. The use of the CMP framework offers new and valuable insights into the fundamental cause to the industrial marketers’ limited use of integrated IT.

Details

Journal of Business & Industrial Marketing, vol. 30 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

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