Search

Copyright of Scripta Theologica is the property of Servicio de Publicaciones de la Universidad de Navarra, S.A. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: The purpose of this paper is to establish a reference model that will allow us to understand the factors that influence the omnichannel management of an organization in a business-to-business (B2B) context. Design/methodology/approach: In building the model, a partial least squares structural equation modeling approach was followed. More than 1,000 executives with a C-level profile (chief executive officer, chief marketing officer or chief digital officer), from manufacturers and wholesalers, in various industries worldwide were contacted. The final sample consisted of 124 C-level executives in multinational B2B companies from 35 countries worldwide. Findings: The principal finding is that optimal omnichannel management must involve a customer-centric proposition forming the basis for individualized marketing that tailors the company's portfolio of solutions to suit each client. To ensure this, customer knowledge at each touchpoint is essential. The results show that the main predictor of B2B omnichannel management is sales and marketing, even above channels. The principal conclusions are that the model shows that good omnichannel performance is measured by the performance of the industrial buyer. Loyalty and experience are primary measures of this customer's performance. Originality/value: Research into omnichannel management in the B2B field is scarce, especially concerning the creation of models for decision-making. [ABSTRACT FROM AUTHOR]

This study provides an analytical approach to using collaborative heatmaps from Instasights to gain an insight on the impact of renewed waterfront urban areas in terms of their relevant role in the perceived functional dynamism and livability of the city. The proposed method enables the identification of perceived functional thematic areas—districts, as Kevin Lynch would refer to them in his work ‘The Image of the City’—based on user-generated social media data, although the method adopted in this study diverges from that of Lynch, which is based on fieldwork. Instasights is used as a research tool because the demo app collects, analyzes and visualizes data from a vast amount of social media. Five waterfront Spanish cities—Madrid, Barcelona, Valencia, Bilbao and Zaragoza—have been selected as case studies to validate the method used. The main novelty of the study is the possibility of monitoring urban environments, even though they may be perceived as several thematic areas. The findings suggest that the proposed method is a valuable tool for gauging the pulse of waterfront areas through Instasight heatmaps. Moreover, differences in the way renewed public spaces are used and perceived, as well as overlapping functional areas are identified in the case study cities. The approach taken in this study provides a deeper understanding of the perception and complex dynamism related to the monitoring of the waterfront post-renewal phase, which enhances the study of urban renewal. [ABSTRACT FROM AUTHOR]