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Purpose: The purpose of the study is to determine how signals of market orientation and brand storytelling affect the evaluation of start-ups by Shark Tank judges. Design/methodology/approach: The authors analyzed 430 Shark Tank pitches to test their hypotheses. Their expert annotations based on elements of their conceptual model pave the way for them to deploy a large language model that gives us unique psycholinguistic insights into the start-up pitches. Findings: The authors find that market responsiveness and external disadvantage and passion and determination in brand storytelling have a significant impact on the evaluations of start-ups by investors. Research limitations/implications: The research is set in an early-stage venture context in the US. Practical implications: The research findings on business-to-investor interactions can benefit B2B marketers, start-ups and investors. Originality/value: Their research which draws conceptual inspiration from the resource-based view of the firm and the signaling theory is unique in that the authors use cutting edge large-language model tools to draw psycholinguistic B2B insights from the Shark Tank interactions. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to explore the interplay between resource stewardship, relational connectedness and value co-creation in business-to-business (B2B) marketing, addressing gaps in understanding how these elements collectively influence stakeholder relationships and organizational outcomes. Drawing on stewardship theory, social exchange theory and service-dominant logic, the study develops a model that highlights the synergies between ethical resource management, strategic relational engagement and co-creative value processes. Design/methodology/approach: Using an abductive qualitative approach, the study focuses on the B2B service sector in an emerging economy. Data were collected through in-depth interviews with 30 management professionals and analyzed thematically, supported by a network view to visualize the interconnected dynamics. Findings: Resource stewardship emerges as a key driver of trust and relational connectedness, which facilitates collaborative innovation and value co-creation. Relational connectedness enhances loyalty and cooperative problem-solving, while active participation in co-creation fosters shared ownership, satisfaction and long-term engagement. Research limitations/implications: The study's context-specific focus on an emerging economy limits broader applicability, suggesting future cross-industry, cross-cultural approach and quantitative validation. Originality/value: This study presents an empirically grounded framework that advances theoretical understanding and offers practical insights for optimizing B2B marketing strategies through resource stewardship, relational connectedness and co-creative practices. [ABSTRACT FROM AUTHOR]

The present study was conducted to provide an event marketing model in industrial markets. In this regard, first, the literature of the research was reviewed and the original model was developed by extracting the variables affecting the event marketing. Then, necessary corrections were made by a survey of industry and university experts, and in the last stage, the final model was tested at the first Iranian national steel festival and exhibition, which was attended by companies with diverse specialists from all over the country. This research is practical in terms of purpose and descriptive-survey based on the method. The statistical population is some of industry and university experts (in designing phase), and at the testing stage of the model is 395 participants in the first Iranian national steel festival. LISREL and SPSS software were used to analyze the data. The results show that the information exchange and event involvement are the most important event-driven, the image and lasting experience of the event are the most important dimensions, and increasing the loyalty and improve the quality of relationships are the most important achievements of event marketing in industrial markets. Finally, according to the results of the expert evaluation and data analysis, academic and practical suggestions are presented. Introduction This research has provided a good model for event marketing in industrial markets, given the necessity of using the event marketing and previous research. In this model, fitness between brand and event, information exchange, and engaging in the event as Prerequisites, event image and lasting event experience as dimensions, and loyalty and quality of relationships have been studied as the main results of event marketing in industrial markets. Case study The present study was conducted to designing an event marketing model in industrial markets and this model was tested on the participants of the first National Steel Festival of Iran. Materials and Methods This research is practical in terms of purpose and descriptive-survey based on the method. The statistical population is some of industry and university experts (in designing phase), and at the testing stage of the model is 395 participants in the first Iranian national steel festival. For data analysis, LISREL software for confirmatory factor analysis and SPSS software were used for descriptive statistics. Discussion and Results The results of the research are specified in two parts of the results of descriptive statistics and inferential statistics, with comparing findings with other research, discussion and proposals.This model is only the primary framework composed of dimensions and event marketing results, and includes some variables affecting event marketing in industrial markets.Therefore, more variables can be placed in framework. Conclusion In this study, information exchange and involvement in the event as Prerequisites, image and lasting experience of the event as the dimensions, and loyalty (re-participation decision and word of mouth) and quality of relationshipas Were approved as the results of event marketing. [ABSTRACT FROM AUTHOR]

The article from Marketing Science highlights various researchers in the field of marketing, such as Stephen J. Anderson, Mimansa Bairathi, Carlos Carrion, Ishita Chakraborty, and others. These researchers come from diverse backgrounds and institutions, conducting studies on topics like customer feedback, online advertising, AI applications, and consumer behavior. Their work involves a range of methodologies, including field experiments, machine learning, and causal inference, contributing valuable insights to the marketing industry. [Extracted from the article]

Purpose: Relationship between firms in a B2B marketing channel is often complex in nature. In emerging markets, there is a dramatic shift from traditional state-owned channels to a more market-oriented channel. Acquiring knowledge and expertise from channel firms is an important issue in these markets. However, the mechanisms to acquire knowledge in B2B marketing channels have been underdetermined in the current literature of B2B marketing channels. Therefore, this study aims to investigate the relationship between rational influence tactics and knowledge acquisition, with the mediating role of long-term relationship and the moderating role of helping behavior in the specific context of B2B marketing channels in Vietnam. Design/methodology/approach: Structural equation modeling is used to analyze a three-way time-lagged sample data of 530 questionnaires collected from purchase managers in Vietnam. Findings: Results indicate that rational influence tactics, including information exchange and recommendations, have a positive influence on knowledge acquisition. In addition, long-term relationship positively mediates the relationship between information exchange tactic and knowledge acquisition and that between recommendations tactic and knowledge acquisition. Furthermore, helping behavior positively moderates the relationship between long-term relationship and knowledge acquisition. Originality/value: This study contributes to the current literature of B2B marketing channels by proposing and testing a unique model that explains the relationship between rational influence tactics and knowledge acquisition, with the mediating role of long-term relationship and the moderating role of helping behavior. Findings of this study provide implications for academic researchers and business managers in using rational influence tactics to build long-term relationship and acquire knowledge from business partners in B2B marketing channels. [ABSTRACT FROM AUTHOR]

Purpose: Given the contradictory findings of standardization/adaptation of marketing strategy in explaining export performance in the extant research, this study aims to examine the contingent effects of managerial ties and born global orientation in the standardized advertising-export performance conceptualization. Design/methodology/approach: The study used two-respondent method in the survey research by a sample of 155 exporting firms operating in the industrial marketing based in Australia and New Zealand and applied hierarchical regression analysis to test the hypotheses. Findings: The findings demonstrate that standardized advertising has a significant effect on export performance and this relationship is positively moderated by business ties. Such effect is particularly enhanced for born global firms (than nonborn global firms). However, political ties negatively influence the impact of standardized advertising on performance and such effect is stronger for born global firms. Research limitations/implications: A broader perspective of contingent variables should be included to examine the underlying relationship between standardized advertising and export performance in capturing the dynamism in international marketing contexts, such as institutional frameworks or sociocultural environments in host countries. Practical implications: Standardized advertising is critical for born global firms' export performance as it can increase efficiency and speed up internationalization processes. Such positive impact of standardized advertising on export performance is further enhanced if born global firms allocate resources to develop strong business ties with host country partners instead of building political ties with host country governments, because smooth business networking can facilitate standardized advertising on industrial marketing, yet justifiable political relations require intricate negotiations that often prolong internationalization progress. Originality/value: This study incorporates managerial ties and born global orientation as contingent factors in fixing the theoretic interlock between standardization advertising strategy and export firm performance. [ABSTRACT FROM AUTHOR]

Retailers often employ professionals known as retail buyers to determine the right quantities of products to order. However, in many economies and industries, a manufacturer may seek to unduly influence the buyer through various means. One such means is to offer the buyer kickbacks (incl. entertainment, travel, gifts) in return for a large order. Despite prominent examples of retailers taking initiatives against kickbacks, the practice persists in many economies and industries. To aid initiatives combating kickbacks, one needs to do the right diagnosis and identify the root cause. To this end, in this paper, we introduce the retail buyer as a distinct player in the retail channel and study the implications of the tug-of-war between the retailer and the manufacturer to influence the buyer. Interestingly, we find when kickbacks are feasible, the manufacturer need not always benefit, and the retailer need not always be the victim. We show a well-designed buyer compensation plan is key for the retailer to avoid kickbacks from distorting the buyer's demand assessments. Moreover, when the reputational harm from kickbacks is not too high, the retailer may be the one tacitly facilitating kickbacks by undercompensating the buyer and influencing her demand assessments such that it can leverage kickbacks for shifting some of its buyer compensation cost to the manufacturer. This sharing of cost may allow for better channel coordination. Furthermore, this cost-shifting mechanism of kickbacks we have identified in this paper can explain their persistence. No retailer tolerates kickbacks when the reputational harm is high. This paper was accepted by Eric Anderson, marketing. Supplemental Material: The online appendix is available at https://doi.org/10.1287/mnsc.2021.01646. [ABSTRACT FROM AUTHOR]

Purpose: While some hydrogen (H2) products are available in the industrial market, new clean H2 applications are considered critical alternatives in decarbonization efforts. As suppliers need to understand how business customers conceive the value of hydrogen, this paper aims to investigate how the value of hydrogen is described in the published evidence and to identify or propose specific tools to assess its value. Design/methodology/approach: An integrative literature review is developed to synthesize studies on the value of hydrogen to identify the main value categories. Then, the authors create a novel guideline by linking three value dimensions: 1) the product-oriented value (including sustainability), 2) the elements of B2B value and 3) the concept of goal-oriented value. Findings: This paper categorizes the aspects of value discussed so far in the literature, suggesting conceptualizing the value of H2 value-in-use based on economic, environmental, social and technological categories. The missing value categories from the marketing perspective are related to perceived value. A comprehensive guideline for assessing the value of H2 for business customers was developed to address that gap. The guideline can evaluate hydrogen from a multicategory perspective and compare new hydrogen products with alternatives. Originality/value: First, the authors present the value of hydrogen in the B2B marketing discussion. Second, the authors propose four hydrogen value categories based on the current state-of-the-art. Third, the authors developed the multicategory guideline for assessing the value of hydrogen products for business customers (VH2-BC). [ABSTRACT FROM AUTHOR]

Purpose: Business model design (BMD) is essential for firms to interact with stakeholders and gain competitive advantages in a changeable business environment. The advances in digital technologies create plenty of opportunities for the transformation of BMD. However, the effect of digital-based BMD on firm performance and the underlying mechanisms are unclear. Based on dynamic capability theory, this paper aims to introduce a framework elaborating on how digital-based novelty- and efficiency-centered BMD impact firm performance. Design/methodology/approach: To examine the hypotheses, the authors collect data from 277 Chinese manufacturing firms and use hierarchical regression analysis to process the data. Findings: The results indicate that ambidextrous innovation partially mediates the impacts of digital-based novelty- and efficiency-centered BMD on firm performance. Interorganizational learning only strengthens the impact of digital-based efficiency-centered BMD on ambidextrous innovation. Originality/value: This study reveals the impacts of two distinct digital-based BMD on firm performance and uncovers the underlying mechanisms, which enrich the BMD literature and provide a deeper understanding of B2B marketing. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to explore the interplay of ambicultural sensitivity and relational embeddedness in the quality of B2B relationships. Specifically, it examines how these factors contribute to enhancing the adaptability, collaboration and competitive advantage of multinational corporations and institutions operating within diverse cultural landscapes. Design/methodology/approach: Using an abductive qualitative case study methodology, this study engaged professionals from three diverse multinational corporations in Indonesia − an energy services provider, a logistics services company and a not-for-profit institution. The objective was to explore the integration and implications of ambicultural sensitivity across varied cultural and industry settings. Findings: This study demonstrates that ambicultural sensitivity − the ability to understand, appreciate and integrate diverse cultural values − enhances B2B relationships through its manifestation in individual and organizational practices. It facilitates a dynamic merging of cultural perspectives and management approaches within intercultural interactions. Furthermore, relational embeddedness is identified as crucial for successful cross-cultural collaboration and innovation. These insights highlight the strategic value of cultural integration and sensitivity in maintaining a competitive edge in the global marketplace. Originality/value: This study adds to the B2B marketing literature by providing a nuanced understanding of how ambicultural sensitivity and relational embeddedness operate in the context of B2B relationships. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to examine the challenges of developing a global business-to-business (B2B) offering from an emerging economy (Chile) during an internationalization endeavor. This study analyzes the development and management of an offering evolving from local to global. Design/methodology/approach: The data were collected via an in-depth interview (105 min). Findings: The interviewee presented a mixed of interesting marketing and/or marketing-related decisions (e.g. marketing–sales interface and marketing capabilities development) that support the internationalization of a firm and consequently its offering. Research limitations/implications: The data represent a practical, ongoing rationalization of the events perceived by a manager. New theory can emerge from further exploring identified research opportunities. Practical implications: The findings suggest that an emerging economy firm can gradually transition toward a multinational condition by coordinating a series of marketing and/or marketing related decisions, where the CMO (i.e. maximum marketing authority in the organization) plays an essential role. Originality/value: This study brings the voice of practitioners to an academic environment and serves as an innovative effort to analyze B2B practitioners' reality from a scholarly perspective. To the best of the authors' knowledge, this study is the first one of the new series "Practitioners Insights" in the Journal of Business and Industrial Marketing. [ABSTRACT FROM AUTHOR]

Anecdotal evidence suggests that artificial intelligence (AI) technologies are highly effective in digital marketing and rapidly growing in popularity in the context of business-to-business (B2B) marketing. Yet empirical research on AI-powered B2B marketing, and particularly on the socio-technical aspects of its use, is sparse. This study uses Activity Theory (AT) as a theoretical lens to examine AI-powered B2B marketing as a collective activity system, and to illuminate the contradictions that emerge when adopting and implementing AI into traditional B2B marketing practices. AT is appropriate in the context of this study, as it shows how contradictions act as a motor for change and lead to transformational changes, rather than viewing tensions as a threat to prematurely abandon the adoption and implementation of AI in B2B marketing. Based on eighteen interviews with industry and academic experts, the study identifies contradictions with which marketing researchers and practitioners must contend. We show that these contradictions can be culturally or politically challenging to confront, and even when resolved, can have both intended and unintended consequences. [ABSTRACT FROM AUTHOR]

Purpose: Managers engage in marketing efforts to boost sales and in setting marketing budgets based on current or historical sales. Past studies have overlooked the reciprocal relationship between marketing spending and sales. This study aims to examine the nature of the relationship between sales and marketing expenses in the B2B market. Design/methodology/approach: Five hypotheses on the relationship between sales and marketing expenditures were framed. A total of 30 of India's dyeing firms provided data on revenues, sales (in units) and marketing expenditures over time. The structural vector auto-regressive model and the vector error correction model were fitted to the data. Findings: The results show that marketing expenses and sales are related bidirectionally in a sequential way. Furthermore, sales drive the long-term equilibrium relationship to a greater extent than marketing expenditures. Practical implications: The findings of this study should assist managers in predicting sales and marketing budgets simultaneously and devising precise marketing strategies and tactics. Originality/value: Using econometric models in data-driven research is not a frequent practice in marketing. This study adds value to the body of marketing literature by advancing the theory of the relationship between sales and marketing spending using real-world data and econometric models in the B2B sector. [ABSTRACT FROM AUTHOR]

Purpose: The recent pandemic disrupted the way in which businesses transact with each other. In response to maintaining cleanliness in business-to-business (B2B) settings, artificial intelligence (AI)-enabled robots have been adopted as substitutes for cleaning personnel, yet their implications remain largely underexamined. This study aims to examine B2B buyer responses to cleaning information notices (human vs AI-enabled agent) placed at either the entry to the premises or the sales counter, thereby adding to the nascent literature in this line of inquiry. Design/methodology/approach: Three field experiments were conducted across diverse B2B businesses (wholesalers in Studies 1–2 and a commercial business in Study 3). To achieve greater empirical rigor and generalizability, this research used diverse stimuli across different B2B settings. In addition, the results ruled out alternate explanations and shed light upon political ideology as a boundary condition. Finally, a single-paper meta-analysis confirmed H1, consolidating the established effect. Findings: Featuring over 1,000 B2B buyers, the results show that politically liberal B2B buyers express greater preference for human over AI-performed cleaning while labor-orientated buyers are indifferent. Importantly, this effect is driven by greater relaxation associated with humans, which in turn, increases their future patronage and referral intent. Originality/value: The results enrich the collective knowledge of the adoption of AI-enabled robots, reinforcing for marketing practitioners and businesses that the reliance on human-based outcomes remains a preferred touchpoint in B2B settings, particularly for liberals. [ABSTRACT FROM AUTHOR]

Purpose: While few studies have examined business-to-business (B2B) mobile application (app) usage, none have examined the challenges in developing these technological assets. This study aims to examine B2B marketing executives' perceptions regarding benefits, barriers and facilitators in app development. Design/methodology/approach: A survey of 311 B2B marketing executives at selling firms in the USA was conducted to identify key themes related to the benefits, barriers and facilitators in developing B2B apps. The research featured "open-ended" questions exclusively, and advanced textual and thematic analysis of executives' responses produced several key themes. Findings: Results show that the perceived benefit of lowering customer servicing and costs drives development more so than trying to realize new revenue opportunities (e.g. "saving" vs. "making" money). Achieving internal buy-in/participation was perceived as a larger barrier than the commitment of financial resources. Additionally, training and education were viewed as the strongest facilitators of an app's success over its design and functionality. Implications for B2B firms are discussed. Research limitations/implications: The open-ended format of this research captures a greater breadth of perspectives at the expense of more granular analysis of any particular issue. Originality/value: The themes generated from the responses offer novel insights into the benefits sought in developing an app, as well as the technological, organizational and environmental factors that act as barriers and facilitators. The open-ended format of this research captures a greater breadth of perspectives at the expense of a more granular analysis of any particular issue. [ABSTRACT FROM AUTHOR]

Purpose: Cause-related B2B marketing programs involve sponsoring organisations working with B2B suppliers with the help of non-profit organisations (NPOs) on practises relating to environmental friendliness, workforce diversity, human rights, safety, philanthropy and business ethics. The study aims to identify the combinatory factors driving the adoption of Digital B2B platforms for managing cause-related B2B marketing programs. Design/methodology/approach: The study adopts an innovative approach of fuzzy-set qualitative comparative analysis (fsQCA) on data collated from top corporations in India supporting cause-related B2B marketing programs. Sponsoring organisations and NPO dyads (i.e. survey both) filled out an email survey on 264 cause-related B2B marketing programs. Findings: The study establishes that the combination of technological, organisational and environmental factors would lead to the adoption of Digital B2B platforms in managing cause-related B2B marketing programs. The study identifies six combinations of these factors for adopting Digital B2B platforms within and across sponsoring organisations and NPOs. Practical implications: The study findings would aid cause-related B2B marketers in developing Digital B2B platforms' capabilities by understanding the different combinations of factors driving adoption. Digital B2B platforms' capabilities can improve market performance if developed as core competencies. Social implications: The study findings would enable improvements in the implementation and performance of cause-related B2B marketing programs. Better management of cause-related B2B marketing programs would help increase beneficiary coverage and the realisation of societal goals. Originality/value: To the author's knowledge, this is the first study to apply the TOE framework in conjunction with complexity theory to explain the diffusion of adoption of Digital B2B platforms for managing cause-related B2B marketing programs. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to explore what characteristics contribute to the definition of relevance in business-to-business (B2B) marketing research and how/why different strands of B2B marketing maintain or lose their relevance. Design/methodology/approach: This study is conceptual. It adopts a performative-phenomenal standpoint for B2B marketing research and approaches relevance through the concept of episteme, which is considered pivotal for understanding this phenomenon. Findings: This study proposes four axioms that define the characteristics of relevance in B2B marketing research and discusses their implications for scholars and practitioners. Consequently, an action plan for revitalizing B2B marketing research is developed, comprising learning and temporal dimensions, resulting in nine different relevance types. Research limitations/implications: The central argument put forward in this study is that different research strands of B2B marketing have deeply rooted epistemic underpinnings that influence their interpretation of relevance. Consequently, fostering dialogue between practitioners and scholars is considered necessary to sustain relevance in B2B marketing research. B2B scholars are urged to think beyond their subspecialized silos and acknowledge how the business environment and the various strands of B2B marketing congruently shape B2B marketing relevance, while also embracing research methods that bring them closer to business practice. Practical implications: Marketing practitioners and academics continue to drift apart. This study puts forward three recommendations to bring marketing academics and practitioners closer together. Originality/value: The study contributes to the B2B marketing literature by grappling with the theory-praxis gap and critically exploring what constitutes relevance in B2B marketing research. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to focus on a specific project marketing concept, i.e. "discontinuity," and analyzes how this concept emerged in project marketing, becoming its key scholarly embodiment, how it became decoupled from the increasingly service-intensive project business practice and what the relevance of discontinuity is for project marketers moving forward. Design/methodology/approach: This study is built on a systematic literature review of 31 years (1993–2023) of publishing data from major marketing and management journals. Findings: This study provides three findings. First, the author reveals the risks related to marketing scholars and practitioners losing sight of each other as business practices evolve much faster than scholarly research can keep up. Second, the author highlights the role of interdisciplinary collaboration in advancing conceptual innovations. Finally, the research elucidates the need for broader metatheoretical reflection to keep this research tradition on an upward trajectory. Research limitations/implications: The aim of this study is not to criticize project marketing, as many strands of business-to-business (B2B) marketing face the same challenge, but to elucidate a need for conceptual innovations, collaboration with practitioners and other disciplines and broader metatheoretical reflection to keep this research tradition on an upward trajectory. Originality/value: This study makes several contributions to the project marketing research tradition. First, it reviews the emergence and dissipation of the concept of discontinuity, drawing on semantical, etymological and epistemological insights. It also reflects on recent disruptions in the marketplace and envisions future research trajectories for this elusive concept. In addition, the author develops a conceptual framework that combines project types with exchange elements in project and service businesses. This conceptual framework helps elucidate what part of the exchange is continuing and what is discontinuing in the resulting business relationships. Furthermore, the research contributes to B2B marketing more broadly by highlighting the fleeting correspondence between theory and the real world. It underscores the need for constant updates to maintain relevance. [ABSTRACT FROM AUTHOR]

Purpose: It is crucial for the Indian micro, small and medium enterprises (MSMEs) to implement a few of the most important Industry 4.0 (I4.0) technologies and reap maximum benefits of sustainability. This paper aims to prioritize I4.0 technologies that can help achieve the sustainable operations and sustainable industrial marketing performance of Indian manufacturing MSMEs. Design/methodology/approach: I4.0-based sustainability model was developed. The model was analyzed using data collected from MSMEs by deploying analytic hierarchy process and utility-function-based goal programming. To have a better understanding, interviews were conducted. Findings: Predictive analytics, machine learning and real-time computing were found to be the most important I4.0 technologies for sustainable performance. Sensitivity analysis further confirmed the robustness of the results. Business-to-business sustainable marketing is prioritized as per the sustainability need of operations of industrial MSME buyers. Originality/value: This study uniquely integrates literature and practitioners' insights to explore I4.0's role in MSMEs sustainability in emerging economies. It fills a research gap by aligning sustainability goals of industrial buyers with suppliers' marketing strategies. Additionally, it offers practical recommendations for implementing technologies in MSMEs, contributing to both academia and industry practices. [ABSTRACT FROM AUTHOR]

This document is an editorial from the Journal of Business & Industrial Marketing that discusses the need for critical examination and reevaluation of concepts in business-to-business (B2B) marketing. It encourages researchers to explore new theories, methods, and contexts in B2B marketing research. The document also provides a summary of five papers featured in a special issue of the journal, covering topics such as future orientation in business network research, relationship tensions in marketing research agencies, and dialectic customer portfolio management. Another editorial from the same journal discusses the concept of discontinuity in project marketing research and its evolution over time. It reviews 31 years of project marketing publishing data and highlights the changing relevance of discontinuity in relation to ongoing services and maintenance contracts. The editorial emphasizes the importance of interdisciplinary collaboration in advancing conceptual innovations in project marketing research and the need for a different mindset in research, particularly in relation to sustainability, AI, and future-oriented perspectives. Lastly, there is a list of references cited in the Journal of Business & Industrial Marketing, covering various sources related to topics such as network change processes, environmental practices, ethical-political horizons, social theory, sensemaking in organizations, relationship and networking strategies, theoretical contributions, customer relationships, intercultural competences, qualitative research, and regenerative business strategies. These references provide a range of perspectives and theories in the field of business marketing research. [Extracted from the article]

This paper gives a definition of the Industrial Internet and expounds on the academic connotation of the future Industrial Internet. From this foundation, we outline the development and current status of the Industrial Internet in China and globally. Moreover, we detail the avant-garde paradigms encompassed within the National Natural Science Foundation of China (NSFC)'s "Future Industrial Internet Fundamental Theory and Key Technologies" research plan and its corresponding management strategies. This research initiative endeavors to enhance interdisciplinary collaborations, aiming for a synergistic alignment of industry, academia, research, and practical implementations. The primary focus of the research plan is on the pivotal scientific challenges inherent to the future industrial internet. It is poised to traverse the "first mile ", encompassing foundational research and pioneering innovations specific to the industrial internet, and seamlessly bridges to the "last mile ", ensuring the effective commercialization of scientific and technological breakthroughs into tangible industrial market applications. The anticipated contributions from this initiative are projected to solidify both the theoretical and practical scaffolding essential for the cultivation of a globally competitive industrial internet infrastructure in China. [ABSTRACT FROM AUTHOR]

Objective: This study analyzes purchase engagement in business-to-business (B2B) transactions, focusing on transactional drivers and outcomes resulting from purchase engagement factors in B2B app-based service subscriptions. Design/Methods/Approach: This study recruited responses from 215 MSME owners and managers who are current customers of a subscription-based point-of-sales (POS) service. The PLS-SEM technique empirically validated the conceptual framework and the research hypotheses. Findings: The findings indicate that the conceptual model of customization, identification with virtual communities, and loyalty to account managers are exogenous factors influencing purchase engagement, perceived dependency, and willingness to pay for price premiums. Originality/Value: This study aims to explore purchase engagement in the B2B setting for Micro, Small, and Medium Enterprises (MSMEs), specifically for app-based service subscriptions. This area has been underexplored due to the complexity and diversity of stakeholders involved in B2B purchasing decisions. The study aims to fill this gap by highlighting these important aspects. Practical/Policy implication: B2B app-based service subscription stakeholders must ensure that all efforts to engage with customers strengthen their dependency on the service by starting with purchase engagement, customization, identification with virtual communities, and loyalty to account managers. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this study is to review and analyze the status of word-of-mouth (WOM) research in the business-to-business (B2B) context and discuss and identify new possible future directions. Design/methodology/approach: A systematic review was conducted and 36 articles on B2B WOM were collected to evaluate the current state of the literature and clarify possible future research directions. Findings: This thematic analysis categorize these articles into three themes: WOM generation, WOM usage and reference marketing. Under each theme, the authors reveal research findings unique to B2B research and different from business-to-consumer (B2C) WOM research. This study identifies several research questions that should be addressed by future research. Originality/value: Both academic researchers and business practitioners recognize that WOM plays an essential role in B2B marketing. However, no review paper focuses on WOM in the B2B context. Findings in the B2C WOM literature suggest that WOM substantially influences firms' performance, but that managers cannot simply attempt to extrapolate B2C findings to the B2B arena. By synthesizing and assessing prior research on WOM in the B2B context, this study contributes to a better understanding of the B2B WOM phenomenon and facilitates future research on this topic. [ABSTRACT FROM AUTHOR]

Despite the recognised benefits of IT, we still know very little about how the perceived utilisation of IT-enabled information by suppliers is linked to customer satisfaction in B2B markets. To address this gap, this study develops a research model, which is then tested through a web-based survey of transport firms' customers. A web-based survey was conducted in Slovenia. The target population for this study was all export firms that utilise transport services. The study makes two key contributions to B2B marketing literature. First, results show that the more a supplier is perceived to utilise IT-enabled information in the service process, the less emphasis its customers place on prices when it comes to determining their satisfaction. Second, the results suggest that customers view the utilisation of IT-enabled information by suppliers of B2B services as a value-adding capability that boosts service quality perceptions. Interestingly, although we expected that perceived utilisation of IT-enabled information would also increase the importance of service quality in forming customer satisfaction, the results suggested that this was not the case. Drawing on service quality literature, the study offers possible explanations. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to explore how inter-organizational systems (IOSs) drive tourism businesses to a new normal based on the resource-based view through the supply chain of tourism and information and computer technology used in IOSs. Design/methodology/approach: Data were collected from the management of tourism businesses, and stratified sampling was used in the study. The authors selected 1,000 travel agencies as the study sample, mailed the research questionnaire to their managers and received 252 completed questionnaires. The authors analyzed the data using the partial least squares approach. Findings: IOS is seen as a transformational service mechanism that provides a dynamic support weapon for members of the tourism supply chain. Tourism businesses should look for suppliers providing comprehensive services through IOS, excellent quality tourism products and customized tourism products to enhance the competitiveness of tourism businesses in the new normal. Originality/value: This study provides an industrial marketing research perspective on tourism businesses facing the challenges of the new normal. For tourism businesses, technological innovation allows for changes in the strategies and procedures for their transformation and improves the business model of tourism businesses in the new normal. [ABSTRACT FROM AUTHOR]

In this work we have investigated B2B marketing strategies in Ukraine, particularly focusing on the intricate relationships between value creation, key customer acquisition, and preservation strategies within this dynamic context. Principal Findings: Employing a multifaceted approach encompassing a comprehensive literature review, mathematical differential equations, and data simulations, our study uncovers pivotal insights. It underscores the crucial role of value creation and collaborative client engagement as cornerstones for gaining a competitive edge in Ukraine's B2B arena. Moreover, we emphasize the strategic importance of networking in the pursuit of effective customer acquisition. Additionally, our work introduces optimal values for each policy, illuminating their potential efficacy across diverse scenarios. The study concludes that a harmonized approach that integrates value creation, customer acquisition, and preservation strategies can be a powerful driver of success in Ukraine's B2B market. Success in this dynamic landscape depends on adaptability, responsiveness to market conditions, and resource constraints. These findings offer valuable insights for businesses seeking a competitive edge in Ukraine's B2B sector and contribute to our understanding of B2B marketing dynamics in this context. [ABSTRACT FROM AUTHOR]

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Purpose: The desired outcome in the new product development (NPD) effort is the timely commercialization of a profitable product. Whether marketing can benefit from the NPD case study is a critical but underresearched issue. The purpose of this study is to investigate the usage and quality of NPD case studies in business and industrial marketing. Design/methodology/approach: To investigate the prevalence and research quality of case studies on NPD in business and industrial marketing, 317 case studies published in mainstream journals over the past decade (2010–2020) are reviewed. Findings: This study finds that the distribution of quantity and quality of case studies fluctuates across journals. The scores on the evaluation template for the different case study stages vary widely across journals. This indicates that different journals have different criteria and priorities for NPD case studies. By focusing on different issues, enterprises can quickly find appropriate journals and case results according to their own needs. Originality/value: This paper can help spark a debate about the implementation and quality of NPD case studies, including future studies and practical applications. To the best of the authors' knowledge, no similar study has been found in existing studies. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to investigate actor roles and public–private interactions in networks. Role dynamics are explored in two settings: the current development network and the future implementation network to which actors are transitioning. Design/methodology/approach: The paper builds on the industrial marketing and purchasing approach to business markets and uses a qualitative methodology. A case study of a network developing geofencing applications in the context of sustainable transport was used. The main source of data was interviews with 26 respondents from public and private organizations. Findings: Roles in development and implementation of geofencing are identified, where private and public actors may take on one or several roles in the developing setting. When transitioning to the implementation setting, the expectations of public actors vary and there is ambiguity over their roles, which range from active to inactive. This detailed empirical case study shows the complexity of multi-actor involvement when developing digital technology for the transport system. Research limitations/implications: The study highlights the transition from firm-centric innovation to network-centric innovation and its implications on actor roles. Practical implications: Organizations participating in public–private innovation networks need to be aware of the multiple roles public organizations play and the complexities they face. Originality/value: The paper explores role dynamics within and between the development and implementation settings of geofencing. Within the current development setting, roles are identified at different organizational levels with limited change in role dynamics. When transitioning to a new setting, actors' role dynamics may range from "limited" to "path-breaking." In future settings, actors enter and exit networks and their roles may change dramatically. [ABSTRACT FROM AUTHOR]

Purpose: Research on customer-perceived relationship value (CPRV) in business-to-business (B2B) markets has flourished over the past two decades. This paper aims to meta-analytically take stock of this research stream. It creates a comprehensive overview of the theoretical bases of CPRV research and establishes CPRV in its nomological network. The latter includes relationship benefits and sacrifices, offer quality, trust, switching costs, satisfaction, commitment, loyalty and salience of alternatives. Meaningful boundary conditions of the links to and from CPRV emerge from this research. Design/methodology/approach: To locate suitable primary studies for inclusion in this meta-analysis, a comprehensive literature search was performed. Selection criteria ensured that only suitable B2B samples were included. Meta-analytical random and mixed-effects models were performed on a sample of k = 83 independent data sets from 94 primary publications, with a total n = 22,305. Findings: All constructs are strongly related to CPRV in the expected direction, except for switching costs and salience of alternatives with a moderate relationship and relationship sacrifices with a non-significant mean association. Firm type (manufacturing, non-manufacturing), key informant role (purchaser, non-purchaser), supplier offering type (goods, services) and measurement approach (reflective, formative) function as boundary conditions in the moderation analysis. Originality/value: This study is one of the very rare meta-analyses that draws exclusively from B2B marketing primary studies. It summarizes and solidifies the current theoretical and empirical knowledge on CPRV in business markets. The novel inclusion of boundary conditions offers additional insight over primary studies and makes for interesting new research directions. [ABSTRACT FROM AUTHOR]

Purpose: The study aims to explore the role of reliance and brand image (goods-based and service-based) in risk perceptions related to business-to-business (B2B) purchases. In particular, time risk (TR), performance risk (PR) and financial risk (FR) has been explored in this paper. Design/methodology/approach: A questionnaire-based survey data has been collected from 152 respondents from different industries, and the model was validated using partial least squares structural equation modeling. Findings: The study highlights the importance of reliance and brand image for reducing the effects of perceived risk. While reliance is negatively related to all the risk dimensions, the relationship between reliance and FR is serially mediated by service-based brand image (SBBI) and TR. The same is also mediated by PR. Furthermore, PR and TR are positively related to FR. Research limitations/implications: The findings of this study highlight the importance of reliance and brand image for reducing the effects of risk dimensions. Reliance plays an important role in reducing all risk perceptions. Findings also highlight the importance of SBBI in reducing TR. Practical implications: The findings provide managers with key insights for reducing risk perceptions by creating a strong reliance and B2B brand image, leading to long-term relationship strategies. Originality/value: To the best of the authors' knowledge, this is one of the few papers in B2B marketing that focuses on the importance of reliance and brand image in reducing the effects of perceived risk. [ABSTRACT FROM AUTHOR]

The aim of the article is to determine the differences between Internet marketing in the B2C and B2B sectors, analysis of the most trendy tools of Internet marketing in the B2B sector in order to determine their effective impact on marketing activities and enterprises operating in the B2B market as a whole. It was reasonable to assume that Internet marketing tools are more adapted to the field of B2C. Many industrial companies have ignored the use of modern Internet promotion tools, thus losing market share and potential buyers, giving way to those who quickly adapt to new trends. However, when implementing methods and tools of Internet marketing, it is important to take into account the peculiarities of the sale of industrial products in the field of B2B. The article proposes methods and tools of Internet marketing, recommended for use taking into account the characteristics of industrial products and the sphere of B2B. The study highlighted the most promising and effective tools of Internet marketing in the B2B segment, and also argued that the effect of using these tools will use knowledge about customer needs and strengthen the company's position in the new competitive field of goods and services. It is concluded that previously it was considered that Internet marketing tools are the most adapted to the field of B2C. Many industry companies have ignored the use of modern online promotion tools. For the most part, the use of Internet marketing in B2B companies was complicated by the lack of relevant theoretical framework and practical recommendations. However, Internet marketing gives the opportunity to conduct successful activities on the Internet not only to companies in the field of B2C, but also to companies in the field of B2B, selling industrial products.

Purpose: This study aims to demonstrate how marketing analytics can be used to identify the challenges a B2B company faced in the conversion from a hard-copy print catalog to a digital ordering system. Specifically, an empirical research approach identified the potential issues the company was likely to face in the digitalization of the company's catalog. Design/methodology/approach: Using the Qualtrics survey platform, a questionnaire was used to obtain a final sample of 332 customers (a 14.02% response rate) on a variety of issues related to the transition from the company's current printed catalog to a digital catalog ordering system. A variety of data analysis procedures were used to gain insight and highlight potential issues in the move to a digital format. Findings: A variety of potential stumbling blocks were identified that suggest the company should move forward with caution. The data analysis was used to suggest areas that needed to be emphasized in the rollout of the new digital ordering system. Research limitations/implications: Like all marketing research, this application is limited by the methods used and the data generated by this study. Its implications suggest the potential use of marketing research before an important change in a B2B company's marketing approach. Practical implications: This paper provides an approach that can be used by firms considering a change to digitize key components of their marketing assets. Originality/value: The research contributes to the B2B marketing literature by demonstrating how data-driven marketing analytics can be used to identify potential issues prior to the development of a new digital marketing approach used by B2B firms. [ABSTRACT FROM AUTHOR]

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]