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Article
Publication date: 1 February 2006

Michael Kleinaltenkamp and Michael Ehret

Economic theories applied to the study of buyer‐seller relationships draw to a large extent on the problems caused by specific investments. This contribution aims to…

3178

Abstract

Purpose

Economic theories applied to the study of buyer‐seller relationships draw to a large extent on the problems caused by specific investments. This contribution aims to develop a new perspective on specific investments that accounts for their value‐adding character and also to present a transaction‐centred definition of customer relationships.

Design/methodology/approach

The contribution draws on a comparative review on literature on business networks and economic theories focused on industrial buying behaviour.

Findings

Provides a transaction‐related definition of customer relationships in order to distinguish between different kinds of relationships and provides a framework to how relationship management is able to enhance marketing activities.

Practical implications

Specific investments are a powerful tool for differentiating the market offerings of a company. One central implication is for managers to realise on which stage of the market arena such differentiation is likely to be successful: transaction, relationship, segment or value network. This is the starting‐point for investing in a relationship portfolio conducive for the value generation of the company.

Originality/value

The paper shows that the value potential generated by specific investments is not fulfilled in the realms of present marketing literature. Also it is the first contribution to present a framework capable of treating phenomena of customer relationship management, relationship marketing and network marketing on the same footing, while still respecting the original motivations of those approaches.

Details

Journal of Business & Industrial Marketing, vol. 21 no. 2
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 17 August 2015

Jochen Wirtz, Sven Tuzovic and Michael Ehret

The purpose of this paper is to explore the contribution of global business services (GBS) to improve productivity and economic growth of the world economy, which has gone…

5759

Abstract

Purpose

The purpose of this paper is to explore the contribution of global business services (GBS) to improve productivity and economic growth of the world economy, which has gone largely unnoticed in service research.

Design/methodology/approach

The authors draw on macroeconomic data and industry reports, and link them to the non-ownership concept in service research and theories of the firm.

Findings

Business services explain a large share of the growth of the global service economy. The fast growth of business services coincides with shifts from domestic production toward global outsourcing of services. A new wave of GBS are traded across borders and have emerged as important drivers of growth in the world’s service sector.

Research limitations/implications

This paper advances the understanding of non-ownership services in an increasingly global and specialized post-industrial economy. The paper makes a conceptual contribution supported by descriptive data, but without empirical testing.

Originality/value

The authors integrate the non-ownership concept and three related economic theories of the firm to explain the role of GBS in driving business performance and the international transformation of service economies.

Content available
Article
Publication date: 1 February 2006

Michael Kleinaltenkamp and Michael Ehret

252

Abstract

Details

Journal of Business & Industrial Marketing, vol. 21 no. 2
Type: Research Article
ISSN: 0885-8624

Article
Publication date: 1 February 2006

Frank Jacob and Michael Ehret

Theories on industrial buying behavior differ fundamentally with regard to motivation and direction of industrial purchasing decisions. This becomes extremely in the case…

6463

Abstract

Purpose

Theories on industrial buying behavior differ fundamentally with regard to motivation and direction of industrial purchasing decisions. This becomes extremely in the case of new institutional economics, highlighting administrative aspects, and market process theory, focusing on entrepreneurial aspects of buying decisions. This paper aims to challenge these approaches by setting up an experimental design. Decisions of sales and purchasing managers were investigated with respect to their motivation of self‐protection or opportunity seeking.

Design/methodology/approach

The contribution is based on an experimental design. The design is based on a prospect theory scenario. Prospect theory states that successful economic agents show a stronger tendency towards self‐protection, whereas under‐performing economic agents are willing to bear greater risks in search for opportunities.

Findings

The results suggest that indeed out‐performers show a tendency to risk avoidance and under‐performers are willing to bear more risks. The most important implication is that new institutional economics‐based approaches to buying behavior are not universally valid. However, they apply to specific situations. In that respect the contribution shows a direction for the proper application of transaction cost‐based concepts.

Practical implications

Managers are advised to take the economic performance of their customer companies into account. Outperforming companies are more responsive to measures for self‐protection. Under‐performing customers may be more tolerant towards risk if it is compensated with the expectation of better opportunities.

Originality/value

The empirical research is new in so far as it is the first to apply a prospect theory framework to a business market environment. The results show clearly that the methodology, as originally applied in prospect theory, needs refinement when transferred to a business market context.

Details

Journal of Business & Industrial Marketing, vol. 21 no. 2
Type: Research Article
ISSN: 0885-8624

Keywords

Content available
Article
Publication date: 1 February 2006

232

Abstract

Details

Journal of Business & Industrial Marketing, vol. 21 no. 2
Type: Research Article
ISSN: 0885-8624

Article
Publication date: 1 February 2006

Shelby D. Hunt, Dennis B. Arnett and Sreedhar Madhavaram

The authors propose to reply to the comment by Mario Rese on the article “The explanatory foundations of relationship marketing theory.”

3109

Abstract

Purpose

The authors propose to reply to the comment by Mario Rese on the article “The explanatory foundations of relationship marketing theory.”

Design/methodology/approach

This paper provides a critical analysis.

Findings

The comment of Rese has misspecified the major problems facing those firms adopting relationship marketing‐based strategies.

Practical implications

In order to find the answers as to why some relationship marketing efforts are successful and others are not, marketing managers must look at more than one research tradition.

Originality/value

This paper clarifies the eight types of factors that influence relationship marketing‐based strategy success.

Details

Journal of Business & Industrial Marketing, vol. 21 no. 2
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 February 2006

Mario Rese

In general, as part of the ongoing discussion about the importance of business partnerships in industrial markets, specifically the paper seeks to comment on the Hunt et

4013

Abstract

Purpose

In general, as part of the ongoing discussion about the importance of business partnerships in industrial markets, specifically the paper seeks to comment on the Hunt et al. paper in this issue.

Design/methodology/approach

Hunt et al. argue that one reason for the prominence of business relationships and therefore partnerships between OEMs and suppliers is the growing importance of network competition. Using the framework of transaction cost economics, the preconditions for a partnership‐oriented coordination of OEMs and suppliers within a value‐creating network are discussed.

Findings

It becomes obvious that not all types of suppliers are suitable for a partnership. Some are, some are not. This highlights that there is a need not only for a description of the potential drivers responsible for the existence and success of business relationships but also for hypotheses as to how the several identified drivers work and interact. Description is the first, but explanation must be the second step for giving managerial advices.

Originality/value

This paper is a comment on the article “The explanatory foundations for relationship marketing theory” by Hunt et al.

Details

Journal of Business & Industrial Marketing, vol. 21 no. 2
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 February 2006

Uwe Heimers, Martin Kupp and Ulli T. Reitz

This case study sets out to draw a detailed picture of the business relationships between Gildemeister Lathes Ltd and its two competing in‐suppliers, Siemens and Heidenhain.

Abstract

Purpose

This case study sets out to draw a detailed picture of the business relationships between Gildemeister Lathes Ltd and its two competing in‐suppliers, Siemens and Heidenhain.

Design/methodology/approach

On the basis of a profound analysis of the relationship context and by identifying the drivers of commitment the reader should identify some starting‐points to develop a sales strategy in order to keep and raise Siemens' share of the business with Gildemeister.

Findings

The case study enables the discussion of customer value‐drivers within a relationship context and puts an emphasis on the assessment of a multi‐stage marketing‐approach focusing on different units within a complex customer organisation and taking into account the “customer's customer”‐perspective.

Originality/value

This paper provides a detailed case study of Gildemeister Lathes Ltd, Siemens, and Heidenhain.

Details

Journal of Business & Industrial Marketing, vol. 21 no. 2
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 14 July 2022

Jochen Wirtz and Christian Kowalkowski

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

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

Keywords

Content available
Book part
Publication date: 21 July 2017

Abstract

Details

Advances in Global Leadership
Type: Book
ISBN: 978-1-78714-698-3

1 – 10 of 46