It's all B2B and beyond: Toward a systems perspective of the market (original) (raw)
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The future of B2B marketing theory: A historical and prospective analysis
Industrial Marketing Management, 2017
The economic power of B2B transactions hasn't been reflected in the amount of published research in marketing journals, and the relevance for practitioners of the studies issued has been questioned during the last 20 years. How can we bring academicians and practitioners together? After studying the history of B2B marketing, building on configuration theory, and prospecting the future challenges for marketers, the authors argue that the research efforts should be focused on six major areas of inquiry: Innovation, Customer Journey and Relationship Value, Data Analytics, Harnessing Technology, Marketing/Finance Interface and Revenue Growth, and Industry Context or Ecosystem. Specifically, they propose 20 theoretical sub-categories that are compelling for academicians and relevant for B2B marketers. The research conclusions and propositions were established by an expert panel through an exhaustive ranking-type Delphi method and refined using a coding scheme from grounded theory. The authors discuss the implications for theory development and managerial interest.
Journal of Business & Industrial Marketing, 2023
Purpose: The B2B marketing literature is heavily focused on the manufacturing sector. However, it is the B2B service sector that shows the highest growth in GDP. Beyond a vibrant stream of literature on servitization, the B2B literature has neglected drawing on the wider service literature. This article examines 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 article originate from this unique perspective and are supplemented by insights from 16 expert interviews. >>>>> Findings: We identify and discuss in this article four broad and related themes from the service literature that can stimulate B2B research and practice. First, we highlight the implications for capturing value in our economies with their rapidly increasing specialization and related growth in B2B services. Specifically, we 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. We 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 we derive implications for B2B
Evolving to a new dominant logic for marketing
Journal of marketing, 2004
Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of "goods," which usually are manufactured output. The dominant logic focused on tangible resources, embedded value, and transactions. Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships. The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange. The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators.
Service value exchange in B2B electronic marketplaces
Journal of Business & Industrial Marketing, 2015
Purpose – This paper aims to explore what aspects of organisational value can be realised through taking a service exchange perspective of e-marketplaces as opposed to a product transaction perspective Marketing is increasingly concerned with the notion of service value in business-to-business markets. Electronic marketplaces (e-marketplaces) have been used in B2B exchanges for many years and continually evolve as the understanding of e-marketplace participation and the technologies develop. Design/methodology/approach – A case study approach is taken using three large e-marketplace organisations and interviews with senior managers from each company. Findings – The paper argues that e-marketplaces should not be thought of solely as a product transaction mechanism but rather as a digital marketing and communication network where service, rather than products, forms the basis of a value creating exchange. Practical implications – Organisations can co-create value within an e-marketplace network but must market services value across organisational boundaries. Originality/value – The paper extends the literature in the area of e-marketplace trading and recognises the importance of the digital communication network in enabling service exchange between the e-marketplace, buyers and suppliers.
Theory and practice of value co-creation in B2B systems
The co-creation of value and the coproduction of value proposition have attracted enormous interest in the B2B service and solutions research. To analyze this body of knowledge, we searched for published studies on co-creation and coproduction in top-tier journals in the areas of management, marketing, strategy, and operations. We selected 54 papers for further analysis. Our review demonstrates that research of value co-creation and the coproduction of value proposition covers a myriad of viewpoints to the economic and social exchange among actors in multi-actor service ecosystems. We identify a variety of definitions and meanings associated with value co-creation. Our analysis provides insight into the theories and methods used in the area. We also discuss the need to study the co-creation of value in the B2B context from the institutional and practice theory perspectives, and suggest some avenues for future research.
B2B Marketplaces - Strategic Value for Whom?
2000
The engagement in business to business (B2B) internet marketplaces is presently an issue frequently discussed among practitioners and researchers. In this paper we address which strategic value the participation in internet marketplaces have on the marketing channel par- ties. Our study of value creation, adapted to electronic marketplaces from a marketing channel perspective, has resulted in many interesting findings. In
Journal of Business & Industrial Marketing, 2009
Purpose-With B2B (business-to-business) and new developments in marketing as the springboard, to emphasize the necessity of heeding complexity and context by addressing marketing as a coherent, relational system. Methodology/approach-Conceptual analysis based on new developments in marketing, network theory, and case study research; and the thesis that any company or marketing situation directly or indirectly embraces both B2B and B2C (business-to-consumer) issues,. Findings-First, recent marketing theory points to the need for a network and systems approach to marketing and to changing roles between suppliers and customers. Two of these developments, many-to-many marketing as a broadening of relationship marketing (RM) and CRM (customer relationship management), and the service dominant logic (S-D logic) stress C2B (consumer-to-business) and C2C (customer-to-customer) interaction, exposing the customer's active role. Second, a practitioner contribution, the cross-disciplinary IBM service science program, is enrolling academic research and education in the development of more functional and seamless service systems that work in real settings. Third, the conventional divide in goods and services marketing is conceptually dissolved in favor of supplier-customer interaction leading to value propositions and the co-creation of value. Research implications-B2B, B2C/C2B and C2C aspects are part of an integrated, complex context. Case study research and network theory allow researchers to let complexity and context to come forward. Network theory should be used in all marketing and not only on B2B. Definitions, categories and concepts in use need to be constantly evaluated as to validity and relevance for contemporary and future marketing. The conventional economic sectors (manufacturing, services, agriculture) are supplier-centric whereas marketing prescribes customer-centricity; consequently they should not be used in marketing. By focusing on continuous theory generation, an open source code and mass collaboration, "testing" and critiquing theory is superfluous; instead generate better theory to replace previous theory. Treat marketing as an aspect of all company activities; in a network every node and link can potentially affect any other part of a network. Practical implications-For marketers to better overview complexity and context of their specific marketing situations, to systematically observe relational phenomena and the customer's 3 role, and as a consequence better foresee opportunities and avoid mistakes in their marketing planning. Originality/value-In the light of new research and conceptualization, the article offers a network view which is only marginally represented in research and education in marketing. With bigger and more global systems and growing dependency on software and the Internet, the need to address integrated systems becomes urgent. In the new logic of service and value creation, marketing categories are being dissolved and the reductionism and linearity of Western science are being challenged in favor of a broader network approach. The dependency between B2B and B2C has been noted before but we go further and treat these as perspectives of a grander marketing context and not as independent categories. The analysis of B and C combinations displays the broadened role of customers in value networks. Goods and services are intertwined and can only be understood and handled in a unified context.
B2B Marketing and its Impact on the Performance of the Company
2014
Companies due to market conditions becoming increasingly narrow specialized, in order to achieve a competitive advantage and B2B marketing is a link between the provider and the end users. Rapidly technological and demographic changes, globalization of markets and industries, and adapting products and / or services are required adjustment of companies in terms of technology and electronic data interchange. E-commerce not only sets new requirements for the provision and management of delivery technology, but also affects and modifies also the design of business process. Therefore, in recent decades, mainly because of the Internet has radically changed the marketing approach of companies on the market and the performance of companies. This decreased cultural, geographical and mental distance. Companies uses B2B marketing in a way to ensure all necessary steps to meet the customers expectations (Lambert et al. 1996, 1-17; Womack and Jones, 1996), as the companies are aware that they de...
Introduction to the Special Issue on B2B Research
Marketing Letters, 2010
Erin was a scholar who enjoyed debate, discussion, and diversity, particularly as it relates to the boundaries of the firm. She considered and experimented with a variety of theoretical perspectives and analytical techniques to investigate intriguing and groundbreaking topics in this space. Hence, the conference seemed a natural setting in which to encourage leading scholars from marketing, strategy, economics, and psychology to discuss the state of knowledge at the interface of the firm from behavioral and modeling perspectives on problems ranging from channel design and performance, manufacturer-retail interactions, sales force management practices and modeling, strategic advantage, transaction cost economics and governance, and business customer management. In addition, these scholars were asked to share their emerging research and speculate on future directions that would further advance our understanding of this economically significant area of our field.