Digitalization, artificial intelligence (AI), and social action are critical concepts in business-to-business (B2B) marketing. In this article, we provide a conceptual overview of these subjects and ...delineate research questions for scholarly consideration. These subjects are changing the marketing concept both as concept and function, which entail the transformation of the role of marketers. Integrating digitalization, AI, and social action is expected to pave the road for significant B2B marketing advancement in the uncertain future ahead.
The global financial crisis hit nearly every country in the world, devastating their economies, decimating the financial resources of their companies and citizens, and nearly collapsing the banking ...systems in their countries. While risky financial instruments and bad home lending practices receive much of the blame for this downturn, too few innovations introduced in the years leading up to the crisis also contribute to this collapse or, at a minimum, deepening the resulting recession. This paper draws on theoretical literature and contemporary media accounts, building the argument for a significant impact of innovations on the economy and its potential role in pulling the US economy out of the financial crisis. The paper develops propositions based on this review and discusses implications for staving off future economic difficulties.
Purpose
This paper aims to study the antecedents of Internet of Things (IoT) adoption among farmers and determine how trust in the technology influences its adoption when mediated by perceived value ...and risk. Through the conceptualization of trust and perceived risk, the authors factor in farmers’ perceptions of agricultural technology providers and discuss different forms of perceived value, spanning economic, green and epistemic value.
Design/methodology/approach
This paper develops a distinctive research design, drawing on elements of the value-based adoption and technology acceptance models. By linking different elements of perceived value with IoT technology, the authors also apply the service-dominant logic to this study. They study how trust affects perceived value and risk and then determine how perceived value and risk, in turn, affect IoT adoption. The authors test the hypotheses by developing a structural equation model to analyze the results of a survey, wherein 492 farmers from Iowa, the USA, participated.
Findings
The results show a positive relationship between trust and perceived value and a negative relationship between trust and perceived risk. Perceived value had a positive impact on IoT adoption, whereas perceived risk had a negative impact on IoT adoption.
Practical implications
The research findings on trust and perceived value and risk are timely and relevant for business-to-business (B2B) marketing practitioners and agricultural stakeholders, especially in an era where farmers are expressing growing concerns about data handling risk posed by IoT technology adoption.
Originality/value
The research findings signal a transition in focus from the goods-dominant logic to the service-dominant logic in agriculture, whereby farmers are drawn to IoT technology because of perceived economic, green and epistemic value and as a result, can differentiate themselves on how well they deploy operant resources. This paper not only provides a unique conceptualization of perceived value but also pave the way for a richer conceptualization of IoT core functions that enable farmers to fulfill green and epistemic goals. This is the first B2B marketing paper discussing the antecedents of IoT adoption in agriculture, such as farmers’ perceptions of both monetary and non-monetary forms of value and perceived data handling risk.
Purpose
The aim of this study is to reveal the contribution that Journal of Business & Industrial Marketing has to scientific research and its most influential thematic work in B-to-B since its ...beginning in 1986 until 2015, in commemoration of the 30th anniversary.
Design/methodology/approach
The paper begins with a qualitative introduction: the emergence of the magazine, its origins, editorial and positioning. Subsequently, it is based on bibliometric methodologies to develop quantitative analysis. The distribution of annual publications is analyzed, the most cited papers, the keywords that are mostly used, the influence on the publishing industry and authors, universities and the countries that have the most publications.
Findings
The predominant role of the USA at all levels is highlighted. It also highlights the presence (given its size and population) of the countries of Northern Europe. There is great interest in appreciating the evolution of the number of publications that are always increasing which demonstrates the growing and sustained interest in these types of articles, with certain times of retreat (often coincide with economic crisis).
Research limitations/implications
The Scopus database gives one unit to each author, university or country involved in the paper, without distinguishing whether it was one or more authors in the study. Therefore, this may bring some deviations in the analysis. However, the study considers some figures with fractional counting to partially solve these limitations.
Practical implications
After observing the different perspectives of the journal’s production, it allows to give an objective view of the evolution that the Journal of Business & Industrial Marketing has had in the past 30 years.
Originality/value
It is part of the trend that several journals (Journal of Marketing, Journal of Public Policy & Marketing, Journal of Marketing Research, Journal of Business Research) made special sections to show progress and contribution of these journals to scientific research.
Purpose
The purpose of this paper is to discuss the potential of Internet of Things (IoT) to affect organizational buying behavior. Potential impacts on organizational communication, buying center ...structure and processes and privacy and security issues are discussed.
Design/methodology/approach
This is a conceptual paper that advances testable propositions based on the technology overview and use of existing organizational buying behavior theory.
Findings
This paper concludes that major changes are likely as a result of the adoption of IoT. The nature of organizational communication may shift to more machine-to-machine communication and buying centers may become smaller, less hierarchical but more coordinated, with less conflict. In addition, privacy and security concerns will need to be addressed.
Originality/value
This is the first attempt to conceptualize the impact of adoption of IoT technologies that may help future researchers to examine the impact on a more granular level. For practitioners, it may help them prepare for the impacts of the IoT technological juggernaut.
Organizations that believe they should "give something back" to the society have embraced the concept of corporate social responsibility (CSR). Although the theoretical underpinnings of CSR have been ...frequently debated, empirical studies often involve only limited aspects, implying that theory may not be congruent with actual practices and may impede understanding and further development of CSR. The authors investigate actual CSR practices related to five different stakeholder groups, develop an instrument to measure those CSR practices, and apply it to a survey of 401 U.S. organizations. Four different clusters of organizations emerge, depending on the CSR practice focus. The distinctive features of each cluster relate to organizational demographics, perceived influence of stakeholders, managers' perceptions of the influence of CSR on performance, and organizational performance.
The goal of this preface is to describe how the special section on customer relationship management (CRM) was developed. In May 2003, Richard Staelin, Executive Director of the Teradata Center for ...Customer Relationship Management at Duke University, proposed that Journal of Marketing (JM) publish a special section. The proposal included activities that were designed to promote interactions among marketing academics and practitioners; the goal was to stimulate dialogue and new research on CRM. I found the proposal attractive because CRM is a broad-based topic that interests many marketers. After extensive discussion, the American Marketing Association (AMA) and the Teradata Center formally agreed to cosponsor the special section. Subsequently, there was a conference on Relationship Marketing and Customer Relationship Management (cochaired by Michael Ehret, Wesley Johnston, Michael Kleinaltenkamp, and Lou Pelton) that took place at Freie Universität Berlin in the summer of 2003;1 a conference on Customer Management (cosponsored by the Marketing Science Institute and the Teradata Center) that was held at Duke University in March 2004; and two special sessions on CRM that were featured at the AMA Winter Educators' Conference held in San Antonio, Tex., in February 2005. The conferences provided many opportunities for dialogue, and the response from marketers who attended these events was enthusiastic. I also invited Richard Staelin and William Boulding (Executive Codirector of the Teradata Center) to work with me as consulting editors for the special section, and they agreed. A call for papers requested that authors submit their manuscripts to JM by May 2004. The consulting editors and I evaluated every submission with the assistance of an expert panel that included Leonard Berry, John Deighton, Michael Ehret, Christian Grönroos, Sunil Gupta, Wayne Hoyer, Wagner Kamakura, Wesley Johnston, Donald R. Lehmann, Charlotte Mason, Carl Mela, Scott Neslin, Roland Rust, Michel Wedel, and Valarie Zeithaml. All submissions underwent JM's standard double-blind review process, and members of JM's editorial review board served as reviewers. I would like to express my appreciation to everyone who participated in the development of the special section. The culmination of our work together is a set of nine articles and two essays that advance the science and practice of CRM. I hope that these articles stimulate new intellectual discoveries.
Purpose
This paper aims to discuss the concepts of co-creation and value-in-use with a specific focus on big data technology in agriculture. The authors provide a unique narrative of how farmers ...experience co-creation and value-in-use in monetary and non-monetary forms.
Design/methodology/approach
The qualitative study is based on semi-structured interviews with mid-Western farmers. The constant comparative method was used for coding the data. Results were analyzed through open and axial coding, and matrix queries helped establish linkages between different concepts via NVivo 12.
Findings
The paper provides rich insight into co-creation through direct and indirect interaction, autonomous co-creation and epistemic, monetary and environmental value-in-use in the digital agriculture sector. Interestingly, co-creation through indirect interaction gives rise to epistemic value-in-use. Also, value-co-destruction can undermine co-creation, while relational actors and the concept of psychological ownership are very relevant to the process of co-creation.
Research limitations/implications
The authors build on the extant literature on co-creation in knowledge-intensive B2B sectors with the unique findings linking different forms of co-creation with value-in-use.
Practical implications
The findings on co-creation and value-in-use are beneficial to diverse agriculture stakeholders such as farmers, agriculture technology providers, extension agents and policymakers. Agricultural technology providers can determine how to make the co-creation process more meaningful for farmers and also create suitable technology tools that enrich farmers’ knowledge about crop management. Agricultural stakeholders can learn how to develop big data analytic tools and marketing narratives to maximize value-in-use and pre-empt value co-destruction.
Social implications
The research can impact policy, as it addresses a very relevant issue of how farmers relate to big data technology amidst growing consolidation and privacy concerns in the digital agriculture sector.
Originality/value
Our work is both theoretically and contextually relevant. We incorporate elements of service-dominant and customer-dominant logic while analyzing farmers’ perspectives of co-creation and value-in-use.
A customer engagement framework for a B2B context Youssef, Youmna Mohamed Abdelghany; Johnston, Wesley J; AbdelHamid, Talaat Asaad ...
The Journal of business & industrial marketing,
01/2018, Letnik:
33, Številka:
1
Journal Article
Recenzirano
Purpose
The purpose of this study is to investigate conceptually the relationship between the customer’s engagement and equity and to determine whether customer engagement could be positively ...enhanced by business-to-business (B2B) firms to maximize their customer equity, through examining the role of cognitive, emotional and behavioral engagement.
Design/methodology/approach
This paper is built on the evolving marketing literature and proposes a comprehensive framework that uses a multidimensional conceptualization for the customer’s engagement and equity constructs; examines the relationships between customer satisfaction, commitment, trust and involvement and customer engagement; and specifies the specific customer engagement dimensions – cognitive, emotional and behavioral – as key mediators of the engagement–equity relationship.
Findings
This paper indicated that customer engagement is a multidimensional construct with three dimensions: cognitive, emotional or behavior engagement. Customer’s satisfaction, commitment, trust and involvement would be regarded as antecedents to customer engagement, whereas customer equity would be regarded a consequence for customer engagement. In addition, this paper identified three drivers of customer equity – value, brand and relationship equities – based on reviewing the previous studies.
Originality/value
This paper integrates philosophies from previous marketing studies of customer relationship management and customer engagement and equity into a B2B environment in a more customer-centric approach.
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