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Purpose The purpose of this paper is to investigate how business-to-business (B2B) companies operating in durable goods use digital communications after the COVID-19 outbreak. In particular, this paper focuses on the objectives of these digital communication tools for the marketing strategies of B2B white goods firms. Design/methodology/approach As the research objective is explorative, the authors conducted a qualitative analysis by collecting 13 semi-structured interviews with B2B marketing professionals working for white goods firms in Italy. Primary data was triangulated with secondary data about the white goods industry, such as sector reports. Findings The findings of this paper show an acceleration in the adoption of digital communication tools among B2B firms after COVID-19. The authors also discuss the effects in the use of such tools both in the short and long term. Originality/value This paper attempts to contribute to the B2B marketing literature by providing an original analysis of the consequences of the COVID-19 outbreak focusing on the use of digital communication tools among white goods firms. It also provides managerial implications for firms operating in B2B.

Purpose Despite the significant potential of digital content marketing (DCM) to establish public and professional awareness, especially in uncertain situations, no previous research has investigated how to plan business-to-business DCM to help firms and society get through a crisis. Thus, this study aims to offer an integrative framework for providing valuable information for managing uncertainty, particularly during the pandemic crisis. Design/methodology/approach Through the lens of business awareness, this research explores relevant content types that can help firms and society get through the pandemic crisis. For this, the systematic review of 52 articles appearing in publication outlets for more than one decade (2010 to 2021) was conducted. Findings Based on the findings from the literature review, this paper identified two main categories of valuable content types for firms and society during the pandemic, namely, business-centered content types to enhance industrial environment awareness and human-centered content types to raise emotional awareness during the pandemic crisis. Originality/value To the best of the authors’ knowledge, this research delivers the first scientific article that focuses on presenting an integrative framework for providing valuable content types helping firms and society to manage uncertainty.

Purpose This study aims to map the major research constituents and trends for the Journal of Business and Industrial Marketing (JBIM) during its 34-year history (1986–2019). It also identifies JBIM’s thematic structure and the key factors affecting the impact of its articles. Design/methodology/approach The Scopus database is used to identify the bibliographic data of JBIM. The most prolific authors, institutions and countries in the journal are analyzed through weighted distributions of articles. The thematic structure of the journal is evaluated by means of bibliographic coupling analysis. The study also examines the factors influencing citations of JBIM articles through regression modeling. Findings JBIM publishes contributions from around the world, though the most prolific contributors are affiliated with the USA, UK and Finland. Thematic analysis divided JBIM articles into five major themes. Citation analysis reveals that article age, special issue appearance, number of author keywords and number of references are prominent factors explaining an article’s impact. Research limitations/implications This study uses data from the Scopus database, and limitations of the database have implications for the findings. Originality/value This is the first comprehensive study to identify the thematic structure and the factors affecting citations of JBIM articles.

Purpose This study aims to hypothesize that the implementation of information technology (IT) in industrial business relationships entails both positive and negative effects for the relationship’s continuation. The purpose is to study the digitalization of business relationships with a focus on effects on commitment in context with uncertainty and cooperation. Design/methodology/approach Hypotheses are tested with data from 353 customer relationships in the industrial market. The model suggests the impact of IT on business relationship commitment. Findings The results show that IT use in industrial relationships has a direct impact on commitment, as well as an indirect effect via uncertainty and cooperation, which both can increase as a result of IT use. When IT use increases uncertainty, it negatively impacts commitment, and when it increases cooperation, the effect on commitment is positive. Research limitations/implications IT use in industrial relationships has a direct impact on commitment, as well as an indirect effect via uncertainty and cooperation, which both can increase as a result of IT use. When IT use increases uncertainty, it negatively impacts commitment, and when it increases cooperation, the effect on commitment is positive. Practical implications Awareness of the effect of IT use and the factors involved entails working with cooperative activities to counteract the negative impact there may be if the IT leads to increased uncertainty. Companies need to have knowledge regarding the effect of IT use in each of their business relationships to manage them according to their given situation. Originality/value This study contributes to industrial marketing by demonstrating that digitalization can increase uncertainty and cooperation (differently), and they have different effects on commitment, thus that there is a “bright,” as well as “dark” side to it, evident in the business relationship dynamics.

Learning outcomes Students learn to evaluate a firm’s growth strategies with the aim of establishing long-term business sustainability. Students will examine the impact of external macro-environmental factors that influence firm growth in an emerging market context. Using this case, students will learn how to apply a resource-based view to a firm’s offering by comparing and identifying the competitive advantage of the internal resources of the firm. Using this case, students can apply the principle of strategic fit by strategically analyzing the opportunities and threats in the external environment, while taking into account the firm’s internal strengths and weaknesses. Case overview/synopsis This case outlines the strategic, macro-environmental and marketing challenges that the Cape Town-based private higher education institution, Red & Yellow Creative School of Business, faced as it entered its 25th year of existence. In 2019, Red & Yellow had its roots in industry and had done well historically to cement that bond through the creation of successful alumni and the constant innovation of its higher education offering. Two weeks before having to present a detailed five-year growth strategy plan to the board of directors, Rob Stokes, the Director and Chairman of Red & Yellow, was faced with a multitude of decisions pertaining to the sustainable growth of the school. Recent growth patterns showed that programs with lower profit margins, such as classroom-based full-time programs, had experienced double-digit growth while student numbers for higher gross profit offerings, such as online and executive education programs had started to decline. Another challenge that the school faced was the need for its students to future-proof their careers in a world where artificial intelligence and machine learning threatened their careers and jobs. As such, Red & Yellow was confronted with one central strategic problem: How to grow strategically in the short term while developing a sustainable and scalable growth strategy for the school in the long term. Complexity academic level This case could work well as part of an executive education course, as well as a strategic management course for master’s degree or Master of Business Administration students. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 11: Strategy.

Purpose The purpose of this paper is to investigate the characteristics that lead to the adoption of the three new business-to-business (B2B) product pricing strategies, namely, skimming pricing (i.e. a high initial price), penetration pricing (i.e. a low initial price) and pricing similar to competitive prices. Design/methodology/approach To achieve the study’s research objectives, data were collected through a mail survey from 116 B2B firms, operating in four different sectors. Findings The adoption of skimming pricing and penetration pricing is triggered by company-related factors that are associated with the company’s corporate and marketing strategy and the product characteristics, while the adoption of pricing similar to competitive prices is influenced by market-related factors that are associated with customers’ and competitors’ characteristics. Practical implications The above findings indicate that the managers responsible for setting prices for new B2B products should follow a “situation-specific approach” and be guided by the unique characteristics of their internal and external environment. Originality/value Its contribution lies on the fact that, building upon quests within the existing literature, it constitutes one of the first attempts to examine empirically the aforementioned issue.

Purpose This paper aims to contribute industrial marketing literature by examining the relationship between market orientation and performance based on multiple perspectives and measures. Although the relationship between market orientation and firm performance has been examined in prior research a gap in the literature exists, as this relationship has not been examined from separate perspectives of managers, salespersons and customers. In addition to this gap in the literature, a further gap exists as these multiple assessments of market orientation have not been examined relative to both subjective and objectives measures of industrial firm performance. Design/methodology/approach The research is based on data obtained from 111 sales branches of a Fortune 500 industrial supplier. Findings The results indicate that managers, salespersons and customers all indicate a positive relationship between market orientation and perceived performance. Market orientation and actual branch performance were not related when assessed by any of the three respondent groups. Only salespersons were able to significantly relate perceived firm performance to actual performance. Research limitations/implications These findings add a new dimensions to the existing stream of literature on the industrial marketing orientation and performance relationship. Originality/value These findings add new dimensions to the existing stream of literature on the industrial marketing orientation and performance relationship.

Purpose This study aims to improve understanding of companies’ motives and concerns in relation to cooperation through a joint commercial product portfolio. Design/methodology/approach The qualitative research method was used to study 17 companies based on two case projects. Findings The joint commercial product portfolio is introduced as a new type of co-marketing. The possible business drivers, targeted benefits and perceived challenges of small and medium-sized enterprises (SMEs) in relation to cooperation through a joint commercial product portfolio are identified. The companies seem to be motivated by and concerned about similar issues that also apply to other forms of co-marketing. Research limitations/implications The study consisted of two case projects in the same country and, thus, share fairly similar business environments and cultures. Therefore, the same results may not be obtained for a study that is conducted in a different location. Practical implications Managers of SMEs can benefit from the results of this study by improving their understanding of co-marketing opportunities through the creation of a joint commercial product portfolio with suitable companies. In addition, the results provide managers with insights into the challenges that should be considered when planning marketing cooperation. Originality/value The study provides new perspectives on the existing co-marketing literature by discussing the creation of a joint commercial product portfolio as a vehicle to support companies’ business objectives. The study contributes to the increasing business-to-business co-marketing literature by presenting the business drivers, targeted benefits and perceived challenges related to SMEs cooperation through a joint commercial product portfolio.

Purpose The purpose of this paper is to conceptualize the “interacted” actor and connect it with practices of managerial value creation in an interactive business world. In doing so, it accounts for the interactive agency of actors via dynamics of the creational process across increasing technological “platformization” of interactions of heterogeneous (human and non-human) sociomaterial entities. Design/methodology/approach The study discusses a foundational theoretical framework of a co-creation paradigm (CCP) while connecting it with recent industrial marketing and purchasing (IMP) literature on mixed network and system ontology. It then elaborates on conceptual research contributions and key business management implications in advancing IMP studies through CCP. Findings The framing of interactional flows across interactive system environments in business networks is related to both stability and developmental change in the enactment of creation via interactive agencies-structures in the ongoing pursuits of both business efficiency and innovation of value creational opportunities. Practical implications By effectively configuring platformed networked interactions of experience value creation in their business contexts, managers (and stakeholding individuals in general) can better cope with the complexity of interactivity and interdependencies. Originality/value Managerial experience value co-creation through CCP builds on the IMP tradition by explicitly recognizing actors, in addition to activities and resources as being interactively defined. Because the relational logics are applicable at varying levels of scale across system-environment boundaries, it can be applied at both the individual and company levels or more generally at any level of agglomeration.

This Special Issue of the Journal of Business & Industrial Marketing has the same title as the 23rd International Conference CBIM 2018 (June 18-20, 2018, Madrid, Spain) “Sustainable Business Models: Integrating Employees, Customers and Technology”. In this edition of International Conference, following a competitive blind review process, papers from 126 authors and 25 countries were ultimately accepted. The best papers of the Conference were invited to submit to this Special Issue and we were also open to direct submissions from other authors. We present here the 17 accepted papers for publication in this Special Issue.

Purpose The purpose of this paper is to contribute to the elevation of the business-to-business (B2B) marketing field at the business school level. Design/methodology/approach The study follows a Delphi method. The authors conducted two rounds of discovery to answer: why do you think universities do not highly appreciate publications in Industrial Marketing Management, Journal of Business and Industrial Marketing or Journal of Business-to-Business Marketing? What would you suggest for improving the impact of such journals not only in the USA but around the world? Findings Through the analysis of the coding transcript, four categories were found to elevate the B2B marketing field at the business school level: B2B as uncommon ground, B2B researcher practices, marketing science underpinnings and B2B marketing journals management. Originality/value The value of current research is based on its explorative nature and application of grounded theory to provide a framework to analyze how to elevate the B2B marketing field at the business school level.

Purpose This study aims to explore if and how business-to-business (B2B) companies can use social media to influence the buying process. Design/methodology/approach The study uses an exploratory approach into the existing literature related to the B2B buying process and its relationship with social media. Findings The study shows that companies in a B2B context can use social media as a means of influencing the stages of the buying process by means of using one or more of the seven functional blocks of social media. Research limitations/implications The findings demonstrate the relation that exists between each stage of the buyer process in a B2B organization and the functional blocks of social media. This study opens the door for further research into the influence of each of these blocks on the buying process stages and the roles involved. Practical implications This study identifies how social media’s blocks influence the different stages and how organizations can use that to their benefit. Originality/value Few studies have investigated the use of social media in a B2B context. However, not many have looked into the influence of social media in the B2B buying process and buying center. This study looks into the relationship between the buying process stages and social media’s functional blocks as related to the different roles of the buying center.

PurposeThis study aims to provide a contemporary, holistic and systematic review regarding the impact of country-of-origin on industrial purchase decision-making by ascertaining, synthesizing and evaluating theoretical, methodological and empirical dimensions of studies on the subject.Design/methodology/approachAfter the collection and refinement of 43 studies that appeared in marketing, business and management literatures during 1970-2017, systematic review was applied to discover the current situation and future research directions on the subject.FindingsThe vast majority of the existing studies obtained data from a single source even though industrial purchase decisions are mainly made by a large group of decision-makers. Moreover, the existing literature contains few over-studied theoretical perspectives while lacking integration of the subject with the more contemporary ones. Additionally, in the literature, combination of developing countries as source countries, and developed ones as target countries, is under-examined, and the differentiation between country-of-design and country-of-assembly is mainly avoided during operationalization. Finally, majority of the studies lack investigation of antecedents and mainly investigated few over-examined constructs as outcomes.Research limitations/implicationsThis study provides a conceptual synthesis of existing studies. A meta-analysis may be applied to empirical studies for providing a further detailed framework.Originality/valueThis study contributes to industrial marketing literature by providing a compiled and synthesized inventory of knowledge for scholars; deriving a comprehensive analysis of research designs, methodologies and findings addressed by researchers in the field; noticing various theoretical, methodological and other gaps to be examined; and providing future research directions.

Purpose The purpose of this paper is to establish a connection between the business model (BM) and B2B marketing research by developing a new approach to the BM analysis and improvement, which is based on inter-organizational networks and value chains. Design/methodology/approach The methodology is based on mutual enrichment of methods and results of BM and business-to-business marketing studies that are relatively isolated from each other, and on integration of them to the unified structured approach that could be applied to analyze both BM and a set of interfirm relationships of networked market players. This paper is based on extensive literature review in the areas of BM and relationship/industrial marketing. The review is based on most cited and contemporary articles found in the Scopus and EBSCO databases. Findings This paper formulates the key BM research directions and visualizes their development over time. It is demonstrated in the paper that currently, there is little involvement of marketing researchers in the study of BM; however, there are multiple touchpoints between these areas of knowledge, which can help in further developing BM studies. On the basis of these findings, a conceptual model and new network-based approach to BM analysis is offered, which allows addressing the complex nature of networked interaction among BM participants. The approach includes stepwise algorithm for BM analysis designed for business practitioners. Research limitations/implications The proposed approach can be applied by business practitioners to analyze and improve their BM via managing the interactions of inter-organizational network participants with a focus on customer interests. While the approach is of a universal character, the specific tools for evaluating BM on each stage may vary across different markets. Originality/value This research contributes to the current conceptual knowledge on BM studies development and their relationship with marketing. It also contributes to theory and practice by the development of a new marketing-based approach to the BM analysis focused on managing business relationships, which allows evaluation of the current state of a BM and provides directions for its improvement. This approach evaluates the alignment of interfirm relationships along the value chain and orients it toward the final consumer.

PurposeThis paper aims to investigate the extent to which wine tour-operating companies are successfully using their websites to communicate persuasive and meaningful differences to customers in their quest to clearly position their product offering.Design/methodology/approachText data are collected from 250 websites that promote wine tourism in five different countries’ winescapes. Lexical, regression and hierarchical clustering analyses are used.FindingsLexical analysis using DICTION can distinguish among websites from different countries’ winescapes, and French wines obtain the best mean review scores from customers, while US, Napa Valley, websites obtain the lowest scores. DICTION dimensions allow for meaningful clusters and can also predict TripAdvisor’s mean review scores.Practical implicationsThere is a need to pay better attention in the development of website content and the critical role that both syntax and semantics can play in facilitating the use of a firm’s website, specifically in terms of clear positioning.Originality/valueThe study uses lexical analyses of website narratives to understand the current positioning of firms.

Purpose This paper aims to refine conceptual treatment of the social facet in business relationships and reinforce its significance in the industrial marketing and purchasing (IMP) research tradition by integrating the concept of social capital in its original interpretation into the actor-resource-activity (ARA) model. Design/methodology/approach The paper begins by indicating some typical conceptual challenges associated with application of social capital in IMP. This is followed by a conceptual clarification that explores the origin and the essence of social capital in economic sociology. Finally, the paper proposes integrating social capital in its original interpretation into IMP’s ARA model and presents four propositions on how social capital is created in interaction between business actors. Findings The paper shows how bridging Bourdieu’s theory of social capital with the IMP approach may solve the identified conceptual challenges. This paper’s main contribution is a cyclical model depicting how social capital is created in business networks. It is integrated into the ARA model and designed specifically for studying the social facet of business relationships. Research limitations/implications The paper is expected to aid IMP researchers in empirical contexts where the social component in business relationships is particularly prominent. As such, the novel approach presented could be used to further understand how social exchange processes are related to relationship governance, relationship initiation and development. Originality/value The proposed model shows how social capital is generated through the dynamic interplay in the social facets of actor, activity and resource dimensions, emphasising its creation dynamics. The model integrates insights from the classic works in economic sociology to strengthen the social side of IMP’s socioeconomic interface and is intended to be used as a tool for empirical application.

Purpose The dominant-view within servitization literature presupposes a progressive transition from product to service orientation. In reality, however, many manufacturing firms maintain both product and service orientations throughout their servitization journey. Using the theoretical lens of organizational ambivalence, the purpose of this paper is to explore the triggers, manifestation and consequences of these conflicting orientations. Design/methodology/approach A multiple case study method was used to analyze five large manufacturing firms that were engaged in servitization. Semi-structured interviews were conducted with 35 respondents across different functions within these firms. Findings Servitizing firms experience organizational ambivalence during servitization because of co-existing product and service orientations. This paper provides a framework that identifies the triggers of this ambivalence, its multi-level manifestation and its consequences. These provide implications for explaining why firms struggle to implement servitization strategies due to co-existing product and services orientations. Understanding organizational ambivalence, provides opportunity to manage related challenges and can be vital to successful servitization. Originality/value Considering the theoretical concept of ambivalence could advance the understanding of the effects and implications of conflicting orientations during servitization in manufacturing firms.

PurposeThe purpose of this paper is to explore the influence that adopting open innovation (OI) has on the innovativeness and performance of specialized small and medium-sized enterprises (SMEs). This paper also examines the adoption of OI within a firm’s practices and models, and within the three dimensions of firm sustainability.Design/methodology/approachSurvey data from 48 specialized SMEs manufacturing supercars were analyzed using partial least squares structural equation modeling. SmartPLS software was used to conduct a path analysis and test the proposed framework.FindingsThe findings suggest that high adoption of OI models tends to increase firm innovativeness. Similarly, the adoption of OI practices has a positive effect on innovativeness but to a lesser extent than OI models. The moderation results of innovativeness further show that OI models and practices can benefit the performance of SMEs. Specifically, two dimensions of performance – environmental and social performance – were found to be greatly influenced by OI.Research limitations/implicationsDue to parsimony in the investigated model, this study only focuses on OI adoption as practices and models without considering its drivers or other contingency factors.Practical implicationsThis paper could help practitioners in SMEs better understand the benefits of adopting OI to be more innovative but also more sustainable.Originality/valueThis study contributes to the literature on the role of OI practices and models regarding the dimensions of firm sustainability performance by being the first paper to investigate this relationship in the context of small and medium manufacturers of supercars.

Purpose The purpose of this study is to characterize consumers with high impulse buying tendency (IBT) by comparing them with low-IBT consumers in an online shopping context. Design/methodology/approach Data were collected through a postal survey to a random sample of Swedish citizens, resulting in 144 responses, which were analysed statistically.. Findings Results indicate that high-IBT consumers, compared to those with low IBT, are on average younger, more likely to be female and more frequent online shoppers with higher levels of trust in the internet. However, they seem more likely than low-IBT consumers to abandon their online shopping carts before completing the purchase, often because of need uncertainty. Practical implications The findings can give retailers a better understanding of consumers with high IBT and thereby increase the possibility to target and communicate with them more effectively. This is an interesting opportunity as both multi-channel shopping and impulse buying behaviour is likely to become even more common in the future. Originality/value The study contributes to the understanding of impulsive consumers, as it addresses the role of situational and socio-demographic attributes of high-IBT consumers compared to low-IBT consumers. The differences in online purchases, intentions to buy fashion online, shopping cart abandonment and trust in the internet suggest that even if IBT is a relatively stable and general personal trait, the tendencies to act on buying impulses may be more context-specific.

Purpose The purpose of this paper is to move forward the understanding of sociomaterial and processual aspects of innovation by describing and analysing actors’ disalignment processes regarding what resources to provide and strategies for resolution of disalignments during technology commercialisation. Design/methodology/approach The study is based on a longitudinal qualitative empirical case study depicting the commercialisation journey of a radical invention, intelligent paper, between the years of 1997 and 2009. The invention concerns cost-effective, high-volume and roll-to-roll production of printable optics and electronics enabling novel, intelligent functionalities on printed matter. Findings The study identifies three technology commercialisation phases which involve both destructive and constructive situations of disalignment, namely, actors’ multiplexity, punctualised actor roles and “not-programmatic” behaviours. Several strategies are utilised to resolve these, including seduction, pressuring, the introduction of new critical actors, organisational restructurings, selective silencing, career development opportunities, and joint technology development and commercialisation work. Research limitations/implications The chosen methodology excludes investigating actors’ micro-processes during technology commercialisation and the generalisability of the findings. Originality/value The study develops the understanding of the changing, multiplex and negotiated actors’ roles as well as their disalignment regarding what resources to provide during technology commercialisation. It complements perspectives of friction in innovation making and challenges the established industrial marketing and purchasing research of stable industrial networks by presenting a case in which a radical invention results in a new business network.

Purpose – Research on business-to-business (B2B) pricing has been mainly focussed on the supplier’s pricing process, thus adopting traditionally an internal perspective and perceiving pricing as a profit distribution parameter rather than an opportunity for collaboration with customers. Recently, the opportunity to develop win-win, collaborative relationships in the B2B pricing process by embracing a supply chain perspective has started to attract the attention of scholars across several research streams, who have highlighted the emergence of this topic using different definitions, perspectives and methodologies. The purpose of this paper is to address the need for integrating the fragmented body of knowledge on B2B pricing toward supply chain collaboration. Design/methodology/approach – This critical literature review adopts an interdisciplinary approach, focussing on industrial marketing and operations and supply chain management areas. Findings – The authors provide a critical synthesis and discussion structured in four streams clustered around two dimensions, i.e. the “extension” of the collaboration in the pricing process along the supply chain and the “direction” of collaboration. Research limitations/implications – Drawing on the literature gaps, the paper concludes by proposing an agenda for future research for a relevant topic both for academics and practitioners. Originality/value – This paper offers a novel comprehensive view of the supply chain collaboration in the B2B pricing process and provides opportunities for intensifying dialogue across different research areas.

Purpose – The purpose of this paper is to reflect on the impact of editorial policy towards being both inclusive and international on the quantitative metrics of the journal. Design/methodology/approach – A bibliometric analysis was performed. Findings – The chief areas of impact, along with trends in methodologies and international contribution and collaboration are discussed. Originality/value – A review of the British Food Journal over the past ten years.

Purpose – Recently, increased interest has been devoted to discuss theory development in relation to business-to-business (B2B) marketing. The purpose of this paper is to explore these thoughts through describing and analyzing research on the internationalization of firms from an Industrial Marketing and Purchasing (IMP) perspective. The authors ask: to what extent have these studies resulted in a theory of internationalization? Design/methodology/approach – The paper is conceptual and frames research on the internationalization of firms by means of definitions, domains, relations of variables and predictions. It looks into research on internationalization based on an IMP-inspired network perspective to see to what extent research has resulted in theories of internationalization. Findings – While there have been substantial efforts on theorizing related to IMP-based internationalization studies, the research has not yet resulted in theory. Research limitations/implications – In this paper one phenomenon was selected that has already been addressed in IMP research, namely, the internationalization of firms. Had the authors chosen another phenomenon previously studied in IMP the findings might had turned out differently. Originality/value – The paper makes a contribution to understanding how ideas are developed, used and referenced in long-term research development for the specific phenomenon of internationalization. The paper contributes to the debate on theories within B2B research.

Purpose – The purpose of this study was to contribute to the current discussion on digitization in companies’ marketing from a customer relationship management (CRM) perspective by examining the role and objectives of CRM and the exploitation of social media to serve the objectives of CRM in contemporary business-to-business (B2B) companies. Design/methodology/approach – The data are collected through semi-structured themed interviews with key marketing/sales managers from three B2B firms. Findings – CRM seems to be moving closer to the company’s core activity and becoming everybody’s business to a greater extent than ever before, but its main goal, to enhance customer relationships, will not necessarily change. Understanding the customer is vital and requires different functions to cooperate closely to ensure the firm has the best possible understanding of its customers. Public social media tools played almost no part in CRM, but closed social media systems might have potential in the future. Research limitations/implications – The chosen research approach limits the generalization of the results. Practical implications – It seems likely that firms will benefit from a collaborative working style over the traditional silo approaches. For B2B firms, public social media does not seems to be the most suitable source to serve CRM but private social media channels might have potential in the future. Originality/value – The lack of empirical examination of the change from company ecosystem to customer ecosystem from a CRM perspective, and the lack of research on social media for CRM in the B2B context, determines the purpose of this study. Furthermore, digitization is a rather new and unstructured phenomenon and many companies are still considering how to reconcile to it.

Purpose This special issue of the Journal of Business & Industrial Marketing, entitled “Business, Industrial Marketing and Uncertainty”, presents selected extended studies that were presented at the European Academy of Management and Business Economics Conference (AEDEM 2012). Design/methodology/approach The main focus of this year was reflected in the slogan: “Creating new opportunities in an uncertain environment”. The objective was to show the importance that uncertainty has in our current world, strongly affected by many complexities and modern developments, especially through the new technological advances. Findings One fundamental reason that explains the economic crisis is that the government and companies were not well prepared for these critical situations. And the main justification for this is that they did not have enough information. Otherwise, they would have tried any possible strategy to avoid the crisis. Usually, uncertainty is defined as the situation with unknown information in the environment. Originality/value From a theoretical perspective, the problem here is that enterprises and governments should assess the information and the uncertainty in a more appropriate way. Usually, they have some studies in this direction, but many times, it is not enough, as it was proved in the last economic crisis.

Purpose– This study aims to map scientific knowledge in industrial marketing.Design/methodology/approach– The research was conducted on the basis of a quantitative and descriptive research using scientometric analysis based on scientific records. It analyzes more than 14,000 scientific records on theScopusdatabase from 1956 to 2009. The sample fits Bradford’s and Lotka’s power laws of distribution of science in use.Findings– The study reveals the existence of four stages: the genesis of this stream of research (1956-1984), the early development (1985-1995), the consolidation of production (1996-2003) and the phase of scientific maturity (from 2004) with an increasing number of records in recent years. Regarding authorship, there is a clear predominance of single authorship and an average increase in the number of authors per record from one to two authors for recent years. The main sources of knowledge are theJournal of Business & Industrial Marketingand theIndustrial Marketing Managementjournal. A statistical significance is shown between the number of records and the number of papers per journal, highlighting that Management Science and Industrial Marketing Management journals are the most cited sources.Practical implications– Practitioners find in this paper a sound basis for a wide perspective of the key issues addressed by researchers on industrial marketing over the past decades, as well as good insights in terms of the main challenges faced by companies in this field.Originality/value– Evidence was found of the existence of a long tail behavior in scientific literature of industrial marketing regarding chronology, sources, number of records with a single author and number of records cited.

Purpose – The purpose of this exploratory study was to analyze the content of influential wine blogs. Design/methodology/approach – The study used content analysis software, Leximancer, to analyze the entire contents of five influential amateur wine blogs. Findings – A key finding is that these blogs all balance self-promotion with the content of their blogs, namely, wine and wine-related topics. The wine blogs, though evaluating wines in different ways, review not only the product attributes but also the experience surrounding wine. Research limitations/implications – Limitations of this study include that the analysis only included five wine blogs and the content analysis was conducted by a sole researcher using a computerized approach. Practical implications – Wine blogs have increasing influence in the wine industry, especially those written by amateur wine bloggers. As such, understanding the tactics used by wine bloggers is of interest to practitioners who aim to market their wines using such channels as well as providing insight into this contemporary platform for current and aspiring wine critics. Originality/value – This is the first content analysis study that analyzes the content of wine blogs as the readers themselves see it. It provides insights of value not only to those involved in marketing in the wine industry but also to those interested in the developments of amateur blogs in marketing.

Purpose – The purpose of this paper is to gain knowledge on the character of managerial implications within business-to-business (B2B) marketing, in terms of type of relevance addressed in research articles on solution business and integrated solutions. Design/methodology/approach – Use of Jaworski’s framework on role-relevance to classify the type of relevance addressed in 29 journal articles. A systematic literature review on solution business preceded the selection of articles and a concern to include different journal categories. Findings – Managerial implications in the studied articles within solution business do not seem to emphasize role-relevance particularly; they rather address applicability of findings on a company level and for B2B marketing in a more general sense. The majority of implications for practice are framed to have an impact on “present actions”. Managerial knowledge needs are dominantly addressed by “empirical findings” or “frameworks”. The dominating managerial core tasks addressed are “transformer of marketing” and “marketing strategy”. Research limitations/implications – There do not seem to be studies with managerial implications addressing future actions and thinking; providing instruments, methods or models that are role- relevant; focusing on the challenges of a “coordinator”, “strategist” or “performance controller”. The focus on solution business limits the generalizability of findings. Practical implications – Results suggest that implications for practice potentially would benefit from being written in the form of explicit recommendations; targeted to a particular managerial role; and increasingly developed when it comes to proposed frameworks for them to be useful for managers in industrial marketing. Originality/value – This is one of the first studies to systematically examine the character of managerial implications by categorizing results in accordance with a framework specifically addressing role-relevance.

Purpose The purpose of this paper is to develop an understanding of how start-ups initiate business relationships and to identify the subprocesses that characterise business-relationship initiations in a start-up context. Design/methodology/approach The paper builds on business-relationship initiation models, develops a theoretical framework of relationship initiation and its subprocesses and, in a multiple-case study, applies this framework to seven relationship initiations by start-ups. Findings The key findings of this study describe the process of business-relationship initiation by start-ups, which comprise six subprocesses. The authors’ detailed and structured initiation-process analyses show how the initiation process occurs in a start-up context and how start-ups develop their relationships. The authors’ analyses also reveal typical patterns and critical issues, such as asymmetry, that characterise start-ups’ business-relationship initiations, particularly with bigger players. Research limitations/implications This paper develops a model of the relationship-initiation process, uses it in a start-up context and identifies the critical characteristics, including asymmetry, of start-up initiations; these contributions address both the literature on start-ups and the literature on relationship initiation and development. Originality/value This paper is the first to focus on how start-ups initiate business relationships; previous studies of business-relationship initiation have focussed on mature firms. Using the industrial marketing and purchasing approach, the paper contributes to shifting the focus from interactions between resource entities to relationship-initiation processes in the context of start-ups.

PurposeThe purpose of this paper is to discuss the globalization of Business Schools and present different strategies, issues and perspectives on how and why business schools are going global. The paper explores various models for globalization, contrasts and integrates them, and then presents an approach to globalization that is within the reach of these smaller and less endowed schools.Design/methodology/approachThis paper reviews relevant literature and an analysis of exchange programs amongst the world's leading business schools. Different aspects of the globalization of management education are discussed including internationalizing the curriculum, globalizing research agendas, and the impact of globalized competition.FindingsA framework has been developed that can be employed by business schools – especially in emerging economies – to internationalize themselves through their education and research programs. Recommendations are made for how business schools with limited resources can meet the challenge of offering the internationally‐oriented education experience increasingly demanded by employers and students alike.Research limitations/implicationsLimitations to this paper result from the use of Financial Times top 100 ranked business schools. Aside from weaknesses inherent the rankings methodology, the choice of these business schools excluded hundreds of high quality business schools around the world – many of which are internationally recognized for quality. Furthermore, the methodology of the scanning of web sites of schools for types of collaboration agreements across borders might not give the full picture of agreements betweens schools.Originality/valueAlthough a considerable amount has been written about the globalization imperative facing business schools (with many illustrations of what could be considered best practice), there is a significant lack of information when it comes to the articulation of strategies and implementation challenges facing smaller and less well endowed business schools that want to globalize.

PurposeThis paper aims to focus on the perceived role of clusters in inter‐firm cooperation and social networks.Design/methodology/approachThe study was carried out in a region of Latin America where limited research has been conducted in terms of inter‐firm relationships. Managers from three key natural resources‐based industries in Chile participated in the survey; one of these industries constituted a well‐defined cluster whereas the other two did not. The survey assessed managers' perceptions of the benefits and opportunities of inter‐firm cooperation in strategic marketing activities.FindingsResults support the advantages of clusters. Managers of firms which are part of clustered industries tend to perceive more benefits and opportunities for inter‐firm co‐operation in marketing activities. Additionally, significant differences between clustered and non‐clustered industries in terms of their co‐operation behavior and objectives were found.Research limitations/implicationsThe findings shed light on strategies for the enhancement of inter‐firm cooperation in marketing, of particular value for marketers in small‐and‐medium sized enterprises. The paper suggests establishing new clusters and promoting more regional clusters policies since clustering seems to provide better and positive inter‐firm interaction leading to cooperation.Practical implicationsThere are lessons to be learned at national and regional levels for Latin American and emerging economies fostering new industry cluster policies.Originality/valueClustered firms and industries may result in more innovative marketing strategies at both local and international levels than non‐clustered firms. The authors encourage regional development bodies to foster more cooperation among firms and trade associations.

PurposeThis article presents a content analysis of Marketing Intelligence & Planning (MIP) for the period 1990‐2010. The aim was to identify key trends in the evolution of MIP.Design/methodology/approachFour areas were addressed, including an analysis of the nature of authorship, identification and ranking of the most prolific authors, recognition of the most influential articles based on number of citations, and an exploration of the research themes within the published articles. During the 21 years a total of 952 papers appeared in the journal and out of these, 856 were research articles and thereby included in the content analysis. A coding protocol was developed, covering author demographics, citations and research themes.FindingsFindings show a trend going from single‐authored articles towards increased collaboration both within and across countries, and across institutions. The 24 most productive authors counted for 20.2 per cent of the analysed articles, and most of them were from the UK. The 856 articles included in the analysis received 9.368 citations. The five most prevalent research topics during the 21‐year period as a whole were: marketing strategy, consumer behaviour, research measurement and metrics, global/export marketing, and customer relationship management. Differences with respect to the research topics were found over the time period.Originality/valueThis analysis identifies key trends in the evolution of MIP. To date there has been no historical analysis of the journal and this analysis provides useful information for the MIP editorial team as well as other researchers and authors.

PurposeThe purpose of this paper is to address the issues of luxury gift giving and the giving of luxury wines as gifts from a conceptual perspective.Design/methodology/approachThe article considers the OA (aesthetic and ontology) model as proposed by Berthon et al. that permits the integration of various conceptualisations of different authors in the area of luxury branding. The model offers a typology of luxury brands that draws on Heidegger's theory of arts and Whitehead's process philosophy. This means that one can differentiate luxury brands along two dimensions: aesthetics and ontology.FindingsThe paper contends that the four modes as set out in the AO model of Berthon et al. can be used as a typology of luxury wines, from both gift giving, and gift receiving, perspectives.Practical implicationsLuxury wine marketers can make use of the proposed typology to target wine gift givers effectively, by understanding where on the proposed matrix both the giver and the receiver are positioned. The four modes that emerge can be seen as different target markets, with different motivations and different behaviors with regard to luxury wines as gifts.Originality/valueBy applying the OA model to luxury wines and specifically to the giving and receiving of luxury wines, this paper offers wine marketers the insight to formulate different marketing mix strategies based on the different target markets that emerge from the proposed model.

Purpose – This paper aims to attempt to develop an integrative theoretical framework that approaches global industrial marketing from a managerial cognition perspective.Design/methodology/approach – Drawing from the managerial cognition research, business strategy research, and international business research, this paper develops a theoretical framework that is relevant to global industrial marketing.Findings – Global industrial marketing research has much to gain from the managerial cognition literature. The framework developed in this article presents relevant managerial cognition variables, their individual and firm level antecedents, and desirable outcomes.Research limitations/implications – The framework presented in this paper provides strong theoretical foundation for further theory development in global industrial marketing research and managerial cognition research. However, given the conceptual nature of our research, empirical scrutiny and further conceptual and empirical research are required....

PurposeThe purpose of this paper is to explore a central issue in industrial marketing, namely the buyer‐seller relationship, by focusing on how its development influences and is influenced by the use of B2B e‐commerce strategies. More specifically, the paper aims at identifying what kinds of B2B electronic interactions are imposed by influential buyers; exploring the link between these electronic interactions and the buyer‐seller relationship; and seeing how influential buyers and SME suppliers adapt their own strategies in this online environment.Design/methodology/approachThe multi‐case study methodology was used to allow for rich data collection and analysis and to support the discovery of patterns.FindingsThe results indicate that large buyers use specific e‐commerce processes and tools for the different relationships they have with their SME suppliers. The latter must adapt to these requirements to attain the next relationship level or risk forfeiting their established position. When a supplier reaches the new level, other requirements arise, forcing it to continuously adapt its e‐commerce strategy.Research limitations/implicationsThe model proposed in this paper can serve as a tool to align B2B e‐commerce strategies and buyer‐seller relationship levels.Practical implicationsSome SME suppliers have developed a competitive advantage by going through this cycle faster than their competitors. The following relationship stages were observed: pre‐relationship, spot relationship and contractual relationship. Interestingly, there was no collaboration stage in the relationships studied.Originality/valueThe paper contributes to an understanding of the link between electronic interactions and the buyer‐seller relationship. Its information is particularly relevant to organizations that transact or plan on transacting electronically with clients or suppliers in a B2B setting.

PurposeKey account management (KAM) programmes are a way for companies to develop existing relationships and increase sales, thus being proactive and searching for opportunities (which is often expected of KAM). It is also a way to meet changing customer demands arising from changes in purchasing strategy, buyers' mergers and acquisitions and the search for synergies in order to reduce costs. The purpose of this article is to analyse different key account management programmes on how they manage the sales process complexity and customer expectations.Design/methodology/approachThe paper draws on qualitative data collected during a field study of ABB and six of their major customers, based on annual or biannual interviews with 50 individuals within ABB from 1996 to 2006 and three to ten individuals from each of the customers. Interviewees included corporate managers, key account managers and sales personnel/project managers. The customers involved in the study belonged to mining, automotive, process equipment manufacture, building technology, energy production and telecommunication sectors.FindingsIn this study three different programmes are identified and analysed: the proactive programme – which is driven by sales opportunity; the reactive programme – which is driven by customer demands; and the organisation‐based programme – which is driven by the belief in customer‐centric organisational units.Practical implicationsThe paper identifies sales aspects (complexities) of KAM programmes that are handled in different ways by different types of programmes.Originality/valueWith an empirical base the paper provides a basis for understanding the reasons behind the establishment of several KAM programmes in the same corporation.

This special issue of the Journal of Business & Industrial Marketing, entitled "Business, Industrial Marketing and Uncertainty", presents selected extended studies that were presented at the European Academy of Management and Business Economics Conference (AEDEM 2012).

PurposeThe purpose of this paper is to analyse web site brand communication by small to medium‐sized enterprises (SMEs) in the restaurant franchise industry, using Aaker's brand personality dimensions. It shows how an SME can test its intended positioning against competitors.Design/methodology/approachA multistage methodology using a combination of content analysis and correspondence analysis was used. The intention was to illustrate a technique that can be used by SMEs at low cost and with ease.FindingsFood SMEs are able to communicate brand personality by way of their web sites. The brands and the personality types are presented which clearly reveals the positioning of the competitors.Practical implicationsThis paper illustrates a powerful, but simple and relatively inexpensive way for SMEs to study communicated brand personality.Originality/valueThe major contribution of this study is to alert SME scholars and retailers to the potential of computerized content analysis as a means of studying web site content, and the subsequent use of correspondence analysis to understand how to position against competitors.

PurposeThis paper is a case study that aims to trace the adoption of innovation of the fabric filter, an innovative pollution control device utilized in the industrial energy sector, in order to profile early adopters of this technology.Design/methodology/approachFollowing their introduction in the mid‐1970s, fabric filters, a new type of industrial scrubber, experienced aggressive growth, and by 1990, this new technology represented close to half of the new flue gas particulates (FGP) control units installed. The paper analyzes data from the Energy Information Administration (EIA) Form 767, using t‐tests, cross tabulations and binomial regression to identify the characteristics of those boilers, plants and utilities that installed fabric filters from the late 1970s to 1990.FindingsAnalysis indicates that there are specific characteristics of early adopters of fabric filter technology such as the capacity and age of the associated boiler, the capacity and size of the utility, and whether the utility was privately or publicly owned.Originality/valueThis research is important in light of forthcoming rules for mercury control at these same units as they will likely require installation of some sort of control technology. The profile of the early adopter of environmental technology that emerges from this study can lead to a first‐to‐market advantage for firms eager to market the next innovation to this unique industrial marketplace.

PurposeSeeks to provide a historical case study of the founding and development of the Journal of Business & Industrial Marketing from the perspective of the two editors of the journal covering the first 20 years of publication.Design/methodology/approachThe editors report on their experiences of establishing and nurturing the journal over a 20‐year period. Individual experiences are reported along with specific historical events and specific journal contents.FindingsThe paper provides information about the history of the journal and its founding, indicating the difficulties and managerial skills necessary to accomplish such a task. The paper also recognizes the 20‐year growth and contribution of the journal and those who contributed to it.Research limitations/implicationsThe viewpoints of the editors are anecdotal and recall events as far back as 20 years. They summarize the events of a 20‐year period in the article, relying on memory and information from archival files.Practical implicationsThe paper provides one description of the founding and development of a leading journal in the field of business and industrial marketing. A list is presented summarizing Special Issues and significant milestones of the journal. The paper is a must‐read for anyone contemplating starting a new journal.Originality/valueThis article presents the only complete history of the Journal of Business & Industrial Marketing.

PurposeThis paper considers ways forward in the study of trust in business relationships and networks.Design/methodology/approachThe 25 papers focusing on trust previously published in theJournal of Business & Industrial Marketingare categorized as to their focus and compared to the body of work on trust concluding there is little considering the nature of trust. A model that integrates conceptualizations of the past and present and extends these to incorporate nature of trust as affective – including calculation and emotion – is presented.FindingsThis broadened conceptualization of trust contains focused, interacting components enabling both holistic and well as focused study of relationships and the role of trust within them.Research limitations/implicationsAn important direction for business relationship and network research is consideration of thebestway to conceptualize and measure trust. The way that trust components combine and vary in different settings, including in different cultures is also needed in future work. Operationalisations that are both more parsimonious and valid are likely.Practical implicationsUnderstanding as to value of measures of propensity to trust (which this model can guide) has potential value to managers as does an effective measure of generalized trust and understanding as whether this is a first step in relationship trial.Originality/valueThis is first detailed model of the nature of trust in business relationships that has been published in the marketing literature.

PurposeThe paper aims to develop an understanding of the port wine sector from a relational, holistic, and dynamic perspective.Design/methodology/approachThe research adopted a qualitative methodological approach. Primary data were collected through semi‐structured interviews. The analysis focused on the relationships established among both economic and non‐economic actors.FindingsThe paper offers an overview of the port wine sector on the basis of the conceptual background of the IMP (Industrial Marketing and Purchasing) Group. The study suggests that the dynamics of the sector is not solely determined by economic and technological variables, but also by interests assuming both an economic, social and political nature.Research limitations/implicationsFurther research should develop and test the findings by using other cases and methodological approaches.Practical implicationsManagers must be aware that firms are embedded not only in economic systems but also in political and social networks whose dynamics cannot be neglected.Originality/valueWhile most studies on the dynamics of economic systems have focused on the role played by technological factors, relatively few have addressed the importance of collective actions. In this line, the paper contributes for a better understanding of the role of collective actors created to defend the interests of their members. Moreover, since the port wine sector is not an idiosyncratic case because most of its features are also present in other wine regions, the conclusions of the paper are likely to be used for the understanding of other wine regions.

PurposeThis paper aims at exploring and describing the tools used by small‐ and medium‐sized enterprises (SMEs) to collect customer feedback online, their components and the criteria used in selecting these internet‐based tools.Design/methodology/approachMultiple in‐depth case studies were conducted on five SMEs all of which are engaged in customer feedback collection online. The data collected by personal interviews was analysed in a cross‐case analysis. Findings: We conclude that e‐mail is the most dominant tool though supported other offline means. Components of Internet‐based customer feedback system and the criteria for assessing Internet‐based customer feedback collection tool by SMEs were also identified.Research limitation/implicationsFive cases were investigated out of 60 and the study was restricted to the northern part of Sweden. Adding other methods could also have cross‐fertilised the study.Practical implicationsThe study reinforces the need for SMEs managers to use the Internet to gather feedback from customers online, learn much about the nature and habits of their customers and the best medium to reach out to them – be it Internet‐based, offline or the combination of the two.Originality/valueApplication of the concept of customer feedback collection and theories on the components and the criteria used in selecting Internet‐based tools in a relatively new context.

PurposeThis 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/approachOn 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.FindingsThe 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/valueThis paper provides a detailed case study of Gildemeister Lathes Ltd, Siemens, and Heidenhain.

PurposeResearch on the behavioural aspects of buyer‐seller relationships, although sizeable, is too heterogeneous and fragmented to yield complete and conclusive insights as to the inter‐relationships of the basic parameters involved. This article attempts to put together extant knowledge on the subject under an integrated conceptual model comprising ten key behavioural constructs.Design/methodology/approachA total of 24 theoretically‐anchored hypotheses are developed, indicating possible positive or negative associations among the constructs of the model. Based on input received from 122 producers of industrial goods, the proposed model is empirically tested using structural equation modelling.FindingsOf the hypothesized associations examined, 16 were found to be statistically significant and in the right direction, two were significant but in the opposite direction, while the remaining six were not validated. The results confirm most of the findings of previous research on the subject, while some fresh insights on the interrelationships of the constructs used are also revealed.Research limitations/implicationsThe results of the study have serious implications for industrial marketers, organizational buyers, management consultants, and business educators, who may use the empirically tested model as a diagnostic and monitoring tool in guiding business relationships in the proper direction.Originality/valueThe article concludes that an integrative approach to studying the behavioural aspects of industrial buyer‐seller relationships can provide a more realistic understanding of the constructs at work, compared with a partial one which may conceal some of the effects of one construct over others and/or show misleading associations among constructs.

This paper presents the findings of an empirical study conducted with 256 senior marketers in industrial and technological organisations. The results confirmed that the status of marketing in such organisations is low, but that this is likely to change due to a number of factors. Managers identified objectives that they prioritised for future success, which were positively correlated with intuitively appropriate strategies. The managers also identified the skills and abilities that they considered important in the future, providing valuable guidance for management educators.

The underlying managerial rationale for segmenting markets is well established, with the marketing literature citing a range of benefits for businesses adopting a segmentation approach. Yet organisations frequently encounter difficulties in implementing segmentation principles. Even in the industrial marketing literature, where the most practical implementation guidance is offered, it is suggested that organisations tend to over‐emphasise the mechanics of segmentation, while failing to correctly implement the findings. This suggests that, if organisations are to benefit from applying segmentation principles, two fundamental questions should be addressed. The first concerns the basic conditions which must be met if implementation is to be effected. That is, it must be possible to map the dimensions developed on to usable customer characteristics. The second concerns the costs and benefits of the segmentation solution in relation to the proportion of variance in customer requirements which it explains. Addresses these questions in an industrial marketing context, using a literature review and quantitative analysis of data from the European car parts after market. The analysis shows that whilst traditional segmentation methods can be used to identify certain segments, these segments do not readily map on to implementable dimensions. Furthermore, it is suggested that even a relatively wide use of structural independent variables explains only a very small proportion of the individual variability in customer requirements. This suggests that much segmentation analysis may be poorly directed and also of rather limited practical value.