The delineation of B2B from ‘mainstream’ marketing reflects the limitations of the traditional, goods-dominant (G-D) model of exchange and a conceptualization of value creation based on the ...‘producer’ versus ‘consumer’ divide. Service-dominant (S-D) logic broadens the perspective of exchange and value creation and implies that all social and economic actors engaged in exchange (e.g., firms, customers, etc.) are service-providing, value-creating enterprises; thus, in this sense, all exchange can be considered B2B. From this perspective, the contributions of B2B marketing (and other sub-disciplines) can be seen as applicable to ‘mainstream’ marketing. This generic, actor-to-actor (A2A) orientation, in turn, points toward a dynamic, networked and systems orientation to value creation. This article discusses this systems-oriented framework and elaborates the steps necessary for developing it further into a general theory of the market, informed by the marketing sub-disciplines, marketing practices, and disciplines external to marketing.
The digital transformation is an accumulation of various digital advancements, such as the transformation of the web phenomenon. The participatory web that allows for active user engagement and ...gather intelligence has been widely recognised as a value add tool by organisations of all shapes and sizes to improve business productivity and efficiency. However, its ability to facilitate sustainable business-to-business (B2B) activities has lacked focus in the business and management literature to date. This qualitative research is exploratory in nature and fills this gap through findings arising from interviews of managers and by developing taxonomies that highlight the capability of participatory web over passive web to enable different firms to engage in business operations. For this purpose, two important interrelated functions of business i.e. operations and marketing have been mapped against three dimensions of sustainability. Consequently, this research demonstrates the ability of big data and social media analytics within a participatory web environment to enable B2B organisations to become profitable and remain sustainable through strategic operations and marketing related business activities. The research findings will be useful for both academics and managers who are interested in understanding and further developing the business use of participatory web tools to achieve business sustainability. Hence, this may be considered as a distinct way of attaining sustainability.
•Big data and social media analytics can facilitate business to business sustainability.•Web analytics can support the Social, Environmental and Economic agendas of business to business sustainability•Significance of Sentiment and Social network analysis, Text mining and Topic modelling techniques in business to business sustainability
Despite the widely acknowledged benefits of digital marketing, many B2B SMEs have been slow to adopt these practices. These firms' characteristics and ways of working mean that digital marketing as ...practiced in B2C or in larger firms may be unsuitable. This paper aims to increase understanding about digital marketing in B2B SMEs, by examining the barriers they face and the digital practices that work for them. A qualitative research methodology is used to focus on these previously unexplored practices in small B2B firms operating with the oil and gas industry. The study identifies the internal and external factors linked to this B2B SME context that both influence and act as barriers to digital marketing practice. The distinctive pattern of marketing practices arising from this combination of factors and the limited role of digital marketing within it, are revealed. These insights extend the debate about digital marketing's use by showing empirically that a “one size fits all” ways of thinking about digital marketing is not appropriate for B2B SMEs. The implications for researchers and practicing managers are considered.
•Identifies the factors influencing digital marketing practices of B2B SMEs.•Uncovers the barriers for digital marketing linked to B2B SME context.•Reveals the distinctive pattern of B2B SMEs marketing practices.•Extends the debate that “one size fits all” digital marketing is not appropriate for all contexts.
As the importance of B2B branding increases, literature has received considerable attention in the recent years. An underexplored area in B2B branding revolves around brand positioning and its ...antecedents. Towards this end, this study links market orientation (proactive and responsive) with the various positioning strategies. Specifically, we extend the extant literature by (1) exploring the possible connections (and alignments thereof) between market orientation types and brand positioning, and (2) examining the effects of these positioning strategies on brand performance. Based on data collected from individuals responsible for managing B2B brands in various industries, this study finds that both proactive and responsive market orientation types support the development of specific positioning strategies. These positioning strategies, in turn, mediate the relationship between market orientation types and brand performance. Implications for researchers and practitioners are provided.
•Market orientation types (proactive and responsive) influence positioning strategies.•Responsive market orientation is more appropriate for brand based differentiation.•Positioning strategies mediate the relationship between market orientation and brand performance.
This study contributes to the extant literature by empirically investigating the influence of Business-to-Business (B2B) firms’ technology readiness on information technology capability and ...artificial intelligence-based customer relationship management (AI-CRM) and finally, on relationship performance and social sustainability performance. We leverage primary data from 217 samples and examine the firm's social sustainability performance. Drawing on the paradigm of dynamic capability view, we found that a B2B firm's technology readiness has a positive relationship with information and communication technology and AI-CRM capability. Information and communication technology capability also has a positive and significant relationship with AI-CRM capability. B2B firms' relationship performance has a significant and positive relationship with social sustainability performance. A key finding of this study is that a B2B firm's information and communication technology capability mediates between technology readiness and AI-CRM capability. Additionally, industry dynamism also moderates the link between information and communication technology capability and AI-CRM capability.
This study explores buyer perceptions of corporate brand extension attractiveness in B2B services, focusing on influencing roles of corporate image, extension fit, and other sources of extension ...appeal. Two case companies are explored qualitatively in the facility service and industrial consultancy industries, including 28 semi-structured interviews with buyers of the corporate brand's original services and service extensions. Corporate brand heritage, breadth and extension frequency influenced brand extension attractiveness. Image fit and service fit were identified as dimensions of brand extension fit, while other sources of attractiveness related to service characteristics and the buying context, including buyer-seller relationship strength and the characteristics of the buying process. By exploring buying experience over time, the dynamic natures of brand extension attractiveness and fit are discussed. This study contributes to brand extension research by identifying novel sources of brand extension attractiveness to guide future studies, and by adding new understandings of the benefits and risks of business growth through extending brands in B2B service markets.
•Buyer perceptions of corporate brand extension attractiveness in B2B service.•Corporate image, extension fit and other sources of extension attractiveness.•28 interviews with buyers of facility and industrial consultancy services.•Brand extension attractiveness and fit may grow over time with buyer exposure.•Benefits and risks of B2B service business growth through brand extensions.
We examine the value of design thinking in times of crisis. Drawing on examples of firm innovations during the 2020 Covid-19 lockdown, we propose that disruptive events represent wicked problems that ...require managers to break out of established patterns of thinking. Design thinking, or the problem solving approaches and tools of designers, represents one such approach. Drawing on extant research, we identify a three-stage process of design thinking: disrupt, develop and deliver, and transform. We examine each stage, identifying how careful disruptive thinking with a focus on understanding problems within their context can give rise to innovative solutions, resulting in a more resilient organisation.
•Identifies methods and practices for managing wicked problems in times of crisis.•Identifies how to implement design thinking across three-stages to quickly pivot during crisis events•Identifies how B2B marketers can build greater brand resilience to deal with future crises
p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica; min-height: 14.0px} p.p2 {margin: 0.0px 0.0px 0.0px 0.0px; font: 9.0px Helvetica} span.s1 {font: 12.0px Helvetica} B2B ve B2C pazarlar ...arasındaki farklar, geleneksel pazarlama karmasını etkilediği gibi sosyal medya içerik stratejisini de etkiler. Fakat B2B işletmelerinin bir kısmı sosyal medyayı doğru şekilde benimsemişken, büyük çoğunluğunun halen B2C firmaları taklit etme eğiliminde oldukları görülmektedir. Bu çalışma, sosyal medyada hangi pazarlama iletişimi araçlarına yoğunlaşıldığını ve bu araçların işlevlerini yerine getirip getirmediğini ortaya koymayı hedeflemektedir. Bu amaç doğrultusunda 40 adet küçük ve orta ölçekli Türk B2B işletmenin sosyal medya paylaşımları tek tek incelenerek pazarlama iletişimi araçları bağlamında sınıflandırılmış ve her bir paylaşımın iletişimsel performansı etkileşim oranı formülü aracılığıyla hesaplanmıştır. Böylelikle ne tür içeriğin hangi sosyal medya platformunda en iyi şekilde fayda sağladığını ortaya koymaya yönelik bulgular edinilmiştir. Bu çalışmanın, sosyal medyada doğru pazarlama iletişimi karması kullanımı için Türkiye’de faaliyet gösteren küçük ve orta ölçekli B2B işletmelere genel bir kılavuz niteliği taşıyabileceği düşünülmektedir.
•Challenges customer experience’s multi-dimensional conceptualization.•EXQ is the first validated B2B customer experience scale covering the entire customer journey.•EXQ validates all three CX stages ...in B2B and B2C context.•Klaus and Maklan’s original EXQ scale needs to be reconsidered.•Study validates the importance of context when measuring CX.
Marketing has recently shown considerable interest in customer experience (CX). Klaus and Maklan (2012, 2013) provided a scale, called EXQ, to measure CX quality. In 2014, Klaus presented an updated EXQ scale that challenged the conceptualization and operationalization of CX quality. Inspired by this new conceptualization, we take the next step in the new EXQ scale’s application by, first, drawing on data from a B2C and a B2B study to systematically explore the scale’s psychometric properties. We find that the EXQ scale comprises two or more dimensions rather than one. In a second step, we explore the nature of the relationships between these dimensions, as well as between the dimensions and their items. Our research replicates previous findings and takes a step toward generalizing the new EXQ scale. This advancement increases our understanding of the role that CX quality plays in different research settings.
Purpose of Research: This study intends to investigate the numerous factors that influence the public relations drivers in the operations of small-scale industries in India, as well as the effect of ...PR activities on the growth variables of SSIs.
Theoretical framework: Yet India's small-scale manufacturers struggle with large-scale selling and marketing activities. SSIs cannot afford expensive advertising and adequate distribution of goods, therefore PR can be cheaper and more effective (Adrian, Jamilah, & Ahmad, 2015). SSI owners must focus online as lifestyles and shopping patterns change (Widiastini et al., 2023) Promoting the industry and its products, creating relationships with key actors, and regulating communication might assist overcome these hurdles. A good PR can assist SSI in competing with larger companies (Thirumal, 2013). PR factors and Indian SSI growth must be examined.
Design/ Methodology/ Approach: The quantitative study used primary and secondary data to gather all relevant data. Standardised questionnaires and interviews will capture primary data. Madhya Pradesh SSI owners and founders will represent. Examine 500 people with cluster sampling Technique.
Findings: As a Result, identity media, publications, events, the internet, sponsorship, and public service activities are all significant determinants of SSI expansion in India. Researchers examined the global effect of public relations initiatives (except identity media) on the expansion of SSI in India (Special reference to Madhya Pradesh.
Research, Practical & Social Implications: Future research, SSIs, and India are affected by the study on public relations and SSIs. Other factors affecting public relations success can be studied and assessment tools developed. SSIs should invest in PR, stakeholder relations, and strategy to grow.
Originality/Value: This study's novelty and significance reside in its understanding of the aspects that affect public relations' promotion of India's small-scale industries (SSIs). By identifying public relations success criteria, this study helps SSIs improve brand image, visibility, and customer acquisition. This study's SSI implications can assist India's small business sector grow, providing jobs, economic activity, and better living conditions.
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