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Business-to-business suppliers invest in safety training programs believing that such programs mitigate safety hazards, prevent workplace injuries, and create value for their customers. However, causal evidence of these effects is sparse. Study 1 uses site-level monthly data from a global oil field services company. Exploiting sharp discontinuities in safety training hours due to catastrophic accidents, the authors find that a 10% increase in safety training hours per capita decreases safety hazards per capita by 6.45%–9.57%. Study 2 measures the causal impact of business establishments' safety training intensity on their workplace injuries: it leverages Local Law 196 requiring workers at construction establishments in New York City to complete at least ten hours of safety training. This legislation reduced injury rates at construction establishments in New York City by.54–.68 percentage points (a 15.56%–18.84% decrease) relative to their counterparts. Study 3, a stated-choice conjoint experiment of business-to-business procurement professionals, documents that the focal supplier's investment in safety training increases the probability of its proposal being selected by those professionals. Collectively, these findings validate the need for suppliers to invest in safety training as a risk-mitigation vehicle that has positive implications for business-to-business buying decisions. [ABSTRACT FROM AUTHOR]

A bankrupt buyer firm's interactions with its suppliers during bankruptcy have critical implications for both parties and for the broader economy, yet these interactions remain poorly understood. The authors build on research on buyer–supplier relationship dynamics to demonstrate that accommodative and exploitative velocities—the rate and direction of change in the corresponding acts—serve as signals affecting bankruptcy survival. They show how signal characteristics (i.e., the variability in accommodative and exploitative acts) and signaler characteristics (i.e., whether the party undertaking the acts is the buyer or its suppliers) moderate the impact of accommodative and exploitative velocities on bankruptcy survival. Study 1 examines the bankruptcy survival outcome of 310 U.S. bankruptcies over 14 years and finds that a 1% increase in accommodative (exploitative) velocity increases (decreases) the buyer's survival by 39% (33%). Further, variability in accommodative acts weakens their effect, and suppliers' (vs. the buyer's) accommodative and exploitative velocities are less deterministic of the buyer's bankruptcy survival. Study 2 uses a scenario-based experiment to shed light on the mechanism underlying the impact of the two velocities on bankruptcy survival. The findings from both studies demonstrate the key role played by buyer–supplier interactions in a buyer's bankruptcy survival. [ABSTRACT FROM AUTHOR]

Horizontal referrals--when suppliers recommend other suppliers--are a common phenomenon in complex B2B markets. For the referring supplier, giving the best possible horizontal referral may strengthen the relationship with its customer, yet it may also threaten the referring supplier's future revenues and cross-selling opportunities. Instead, the supplier could make an obligatory referral, one that fulfills the obligations of recommending another supplier while keeping the referring supplier's own interests paramount. The authors rely on role theory and its antecedents (mutual trust and referring supplier's dependence) to determine when a referring supplier adopts the role of a friend (vs. a businessperson) and gives the best possible referral (vs. an obligatory referral). Study 1, an experiment, supports the theoretical model. Study 2, a conjoint study, links the observable antecedents of the referring supplier-customer relationship to the choice of horizontal referrals. Study 3, another experiment, looks at the consequences of the horizontal referral on the referring supplier-customer relationship and shows that providing an obligatory referral can hurt the customer's intent to continue the relationship with the supplier. This effect is mediated by the customer's perceived alignment of interest with the supplier. For B2B marketing research and practice, the authors report that the supplier's dependence is critical in predicting the quality of horizontal referrals, even though an exploratory survey showed that customers overlook that dimension and focus on mutual trust when seeking referrals. [ABSTRACT FROM AUTHOR]

As we look ahead to sixth-generation mobile communications networks and networks of the future, we share the latest status of the TM Forum discussions on artificial intelligence (AI)-powered automation of operations. There are active discussions on autonomous networks, which is an overall discussion on automation; Open Digital Architecture, which is a business support system/operations support system architecture to achieve automation; and application programming interfaces for business creation in collaboration with various industries such as through B2B2X (business-to-business-to-X). There are also discussions on issues related to the organizations and human resources of telecommunications operators, particularly with a view to applying AI to operations. [ABSTRACT FROM AUTHOR]

The construction industry in Indonesia drives economic growth through large-scale infrastructure projects, increasing demand for reliable testing equipment like CV. Ziaulhaq Solution's Laboratory Test Sieve. Despite robust production capabilities of 1,254 units per month, the company faces challenges due to reliance on offline distribution and intensifying market competition. The purpose of this study is to identify and analyze the challenges faced by the company in the face of intensifying market competition and shifting buyer behavior towards digital platforms. This research used qualitative methods, data was collected through in-depth interviews, document analysis, and triangulation. Tools such as PESTEL, 7P Marketing Mix, STP analysis, SWOT, and TOWS Matrix assessed market dynamics and strategic positioning. Findings highlight the integration of offline channels with digital strategies, including e-catalog registration for government procurement, improved after-sales service, and partnerships with educational institutions. Digital promotion through social media, value-based pricing, and certification for compliance are essential. This study provides actionable insights for manufacturers to align marketing efforts with decision-making processes, improving market competitiveness and customer trust. By combining traditional and digital approaches, CV. Ziaulhaq Solution can meet industry demands, achieve sustainable growth, and create longterm value for customers. [ABSTRACT FROM AUTHOR]

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]

This study used a resource-based view (RBV) perspective to understand the effects of market-based resources on the tendency of small subcontractors to adopt internalization of export marketing resources (IEM). We designed a multisource survey and collected data from 158 small high-tech subcontractors in Taiwan. Results show that (1) exploration helps subcontractors to adopt IEM, whereas exploitation restricts them to do so. (2) Moreover, having relational ties with domestic upstream suppliers helps subcontractors to adopt IEM, whereas having relational ties with domestic industry peers restrict them to do so. (3) Finally, environmental uncertainty moderates all these proposed effects. We found substitutive and complementary effects between each market-based resources on small subcontractors’ IEM. Our study provides a comprehensive RBV explanation to examine new resource growth strategies for small subcontractors. [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]

It is evident that companies invest considerable resources in creating and implementing marketing initiatives mainly to attract customers and thereby increase their market presence. Determining if these marketing efforts are effective in convincing customers to take desired actions is challenging since companies need to ensure that their marketing campaigns are feasible in order to target the right customers who are most likely to respond to the marketing treatment. Prescriptive analytics provide better means to measure the impact of a marketing campaign on customer behavior when compared to conventional predictive analytics. Uplift modeling presents an opportunity to maximize the incremental impact of marketing treatment by determining the most responsive customer segment who will take positive action only because of receiving the treatment. This paper aims to suggest an uplift modeling approach in a marketing campaign in B2B context for better evaluation of performance which has not gained enough attention as B2C in literature. By applying three uplift modeling techniques to a real-world B2B cross-sell campaign, it is demonstrated that the campaign effectiveness can be increased significantly by determining the customers who are truly responsive to the related campaign. [ABSTRACT FROM AUTHOR]

PurposeMethodology/approachFindingsResearch implicationsOriginality/value/contributionPractical implicationsLive streaming e-commerce is an emerging e-commerce model within the realm of the mobile Internet, based on video-centric social media interaction. However, there is currently a lack of in-depth research on live streaming from a business perspective and the impact of product selection in live streaming on firm performance. To fill these gaps, the current study investigated how brand – consumer congruence moderates the influence of product selection in live streaming on firm performance and how this effect varies across retailers.The model and hypotheses were tested by applying partial least squares regression to data collected from 302 online retailers in the Chinese live streaming market.Product selection in live streaming had a significant positive impact on firm performance. Brand – consumer congruence in live rooms partially mediated the relationship between product selection and firm performance. Live room scenario matching and live room interaction had significant positive moderating effects on the main effect of product selection in live streaming on firm performance.The literature has focused on the impact of live streaming on customer purchase behavior. Few studies have explored the value of live streaming from a business-to-business marketing perspective. Our findings offer theoretical insights into the relationship between product selection and firm performance.This is the first study to examine the value of product selection in live streaming. In addition, it reveals how product selection affects firm performance through brand – consumer congruence.This study has implications for online retail managers based on the effect of product selection in live streaming on firm performance and the roles of brand – consumer congruence, interaction, and scenario in live streaming of business-to-business marketing. [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: While coopetition (cooperation among competitors) has been widely researched in domestic settings, relatively less work has evaluated how small exporters engage in these business-to-business (B2B) marketing strategies. Therefore, export coopetition activities could have different performance outcomes (and boundary conditions) to these B2B marketing practices in domestic arenas. Consequently, underpinned by resource-based theory (and focusing on smaller-sized and internationalised, businesses), the purpose of this paper is to unpack the relationship between export coopetition activities and export sales performance by accounting for key quadratic and moderating effects. Design/methodology/approach: Survey responses were obtained from 107 small, and export-oriented, wine producers in South Africa. After refining the measurement scales, the quantitative data passed all major assessments of reliability, validity and common method variance. Subsequently, the elements of the conceptual model were tested through a hierarchical regression analysis. Moreover, a post-hoc test was undertaken to delve deeper into the nuances of the statistical results – and offer additional insights concerning how these B2B marketing strategies operate (and manifest) in export markets. Findings: A significant non-linear (inverted U-shaped) relationship was found between export coopetition activities and export sales performance. No support was found for the moderators, namely, export geographical scope, export intensity or the interaction between these forms of internationalisation. An interesting issue to emerge from the post-hoc test was that export geographical scope yielded a quadratic link with export sales performance, for which the export coopetition activities construct did not moderate this connection (a non-significant interaction effect). These findings offer new insights that help inform the concentration versus spreading debate related to target market strategies. Originality/value: New evidence emerges on the internationalisation of the coopetition construct, regarding how smaller-sized companies collaborate with their competitors within their export markets. Likewise, stronger insights arise concerning the dark sides of export coopetition activities via circumstances where they are harmful to internationalised firms. Moreover, improved claims are made about how resource-based theory serves as a useful tool to conceptualise the nuances of export coopetition activities and how they impact export sales performance. Collectively, this investigation not only responds to calls for research to evaluate coopetition in export markets but also embraces the complexities of these B2B marketing strategies. [ABSTRACT FROM AUTHOR]

Using B2B marketing analytics, algorithms, and models can identify business blind spots, thus avoiding possible risks. It helps to better understand and predict trends and results, and rationalise decisions. The fourth industrial revolution has brought marketing 4.0, affecting marketing analytics methods. This study provides a holistic framework to investigate these effects on Marketing 4.0 analytics. To achieve this goal, a hybrid systematic literature review (SLR) and thematic analysis (TA) is conducted on the applications and models of B2B marketing analytics in Industry 4.0 from the most reliable scientific databases. Understanding these models and their applications changes the attitude toward communication between marketing channels, identifies potential marketing analytics applications for businesses, and facilitates areas for further research. Initially, 941 sources were screened, and ultimately 43 were examined. As a result, 25 codes were applied, and six themes were extracted, including Digital Transformation, Big Data, Marketing Analytics, Marketing, Analytics, and Customer. [ABSTRACT FROM AUTHOR]

The article from the Journal of Strategic Marketing explores the future of marketing and communications in the digital era, focusing on data analytics, digital narratives, and consumer engagement. It highlights the importance of personalized marketing, ethical considerations, and the role of narratives in engaging consumers. The research delves into influencer marketing, search engine marketing, customer journey analysis, B2B loyalty, and digital leadership, offering insights for marketers to navigate the complexities of the digital landscape effectively. The study emphasizes the need for agile, data-savvy, and narrative-focused strategies to succeed in the evolving digital marketing environment. [Extracted from the article]

PurposeDesign/methodology/approachFindingsOriginality/valueRelying on regulatory focus theory (RFT), this study examines the mechanisms that guide managers’ positioning-related decisions in business-to-business contexts. Specifically, this research answers two main questions: what motivates managers to recommend specific positioning strategies and what motivates related decisions regarding contextual and market conditions?Two studies are undertaken in this research. Using the Delphi method, Study 1 adopted an online scenario-based experimental design related to the positioning decisions of three companies. A panel of expert informants assisted in the design process. Study 2 tested the stability of the results from Study 1 and then extended the analysis through the introduction of an additional dependent variable and market feedback. The results of the scenario-based online surveys are subjected to partial least squares structural equation analyses.The findings are in line with regulatory focus theory and show that RFT can provide motivationally derived answers to questions regarding inter-manager differences in positioning decision-making under similar market and company conditions. The results further show that decisions made by marketing managers in B2B contexts are guided by a desire to achieve congruity (fit) between their regulatory focus and their positioning strategy. Moreover, there is a differential impact of the regulatory foci on the likelihood of changing a recommended strategy.This paper investigates the moderating effects of involvement, valence framing, and market feedback. The study finds that the valence of the recommendation of a positioning strategy moderates the relationship between regulatory focus and the type of positioning strategy. [ABSTRACT FROM AUTHOR]

Purpose: Neuroscientific findings seem to call into question several psychological fundaments of research in B2B-Marketing. Neuroscience was also recently proposed as an important area for interdisciplinary research, potentially leading to the development of original, courageous ideas in B2B research. Neuroscience applications, guidelines, and future research directions have been discussed in various fields. In B2B marketing, there are calls for further research adopting neuroscience and an introduction to what B2B marketing could learn from it. Methodology: We conducted a structured literature review on Scopus with 2,336 search results, identified 67 relevant publications, and analyzed them using the theory-context-characteristics-methodology (TCCM) framework. Originality: An overview of the status quo of research that bridges both disciplines (neuroscience and B2B marketing) and directions for future research applying neuroscience in B2B is missing. With this article, we close this gap Findings: Neuroscience in B2B is nascent, and most publications are conceptual. Some findings rooted in B2C could be transferred to B2B. Reflecting on B2B marketing research priorities, we outline five major future research directions for applying neuroscience in B2B: 1. decision-making, 2. marketing stimuli and responses, 3. digitalization, 4. research methods and measurements, 5. advancing existing knowledge. With this, we hope to help further improve the principal psychological underpinnings of B2B-Marketing. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to examine the effects of eco-innovation on the sustainability of manufacturing firms. It is anchored on the resource-based view (RBV) and designs a moderated mediating model to explore how eco-innovation impacts firm sustainability, particularly in the context of green business-to-business (B2B) marketing and consumer behavior. Methodology/approach: Data were collected from 174 manufacturing firms in Nigeria. The study employs a quantitative approach, analyzing the relationships between eco-innovation, firm sustainability, green B2B marketing, and consumer behavior using statistical methods to test the proposed moderated mediating model. Findings: Eco-innovation positively relates to firm sustainability. Consumer behavior positively mediates the relationship between eco-innovation and firm sustainability. Heterogeneity exists within manufacturing firms regarding eco-innovation practices and their impact on sustainability. Firms with high green indicators are more likely to adopt green B2B marketing strategies, leveraging information networks and innovation activities to enhance eco-innovation performance. Research implications: This study advances marketing and environmental research by demonstrating the importance of eco-innovation in promoting firm sustainability. It provides insights into the conditions under which eco-innovation activities are most effective, emphasizing the roles of green B2B marketing and consumer behavior. Practical implications: Manufacturing firms should focus on developing and implementing eco-innovation strategies to enhance their sustainability performance. Additionally, firms should consider the importance of green B2B marketing and consumer behavior in mediating and moderating the impact of eco-innovation on sustainability. These practices can lead to better information networks and innovation activities, fostering a more sustainable business environment. Originality/value/contribution: This study contributes to the literature by revealing the critical role of eco-innovation in enhancing firm sustainability. It highlights the importance of green B2B marketing and consumer behavior in the relationship between eco-innovation and firm sustainability. The findings provide a nuanced understanding of how eco-innovation can be leveraged to achieve better sustainability outcomes in the manufacturing sector. [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]

In B2B marketing, VCC gaining considerable prominence. Much of the literature theorized how services contribute in the mechanism VCC. However, service recipient firm contribute a pivotal role in generating value through collaboration. In VCC mechanism, the service recipient firms & service provider firms generate value for each other, the type of value generated between them is still being theorized. Hence, the core purposive of this to formulate and develop a model of VCC between B2B customers in the service industry by incorporating SDL & VCC theory. The chosen methodology incorporated in this study is qualitative, Pakistan Railway is included as a case study. In the data analysis, grounded theory opted for with the help of Nivo 10 software. The key finding of research is VCC) model between B2B clients in service sector. The model consists of different value constructs (reputational, financial, strategic cooperative, power, and functional values) co-created between business-tobusiness customers of Pakistan Railway. The research has practical and theoretical implications. The conceptual model indicates that different values are essential and co-created during value-co-creation between business clients of Pakistan Railway. The theoretical and intellectual contribution is the business model created between business-to-business customers by incorporating SDL and VCC theory. [ABSTRACT FROM AUTHOR]

PurposeMethodology/approachFindingsResearch implicationsPractical implicationsOriginalityExtensive research has been conducted on cross-cultural comparisons between Eastern and Western organizational cultures in major trading domains. However, there is a lack of examination of intra-comparative management nuances within Asian regions. This research paper focuses on the under-explored topic of the values, beliefs, and attitudes (VBAs) that influence the outcomes of East Asian (e.g. Japan) marketing strategies and operations when implemented in South Asian (e.g. India) markets and organizational contexts. The study aims to analyze the impact of VBAs on marketing effectiveness and provide insights for marketers in cross-cultural settings. The article analyzes the customer satisfaction orientation (CSO) of Japanese business executives and draws insights that offer lessons related to cultural VBAs for overall marketing strategy and foreign investors.The paper employs a social constructivist paradigm and gathers empirical research through multiple interviews. These facilitate novel and normally rare access and insights into Japanese business leaders’ lived experience of CSO in B2B Indian intercultural situations.Interpretivist data analysis reveals several push-pull factors that influence CSO practice. The research identifies shared values such as long-termism and harmony that have the potential to boost CSO as a marketing strategy in India.The paper develops a conceptualization of cultural VBAs that lead to successful CSO practice in India and is of relevance to foreign investors.This study suggests that East Asian marketers should carefully consider the impact of VBAs on their marketing strategies. Our research sheds light on the ongoing discussion on static versus evolving nature of culture and highlights the need to pay attention to cultural change, particularly congruence and confluence in workplace values.The intercultural study contributes to the literature on international marketing strategy by highlighting the nature and importance of understanding traditional and evolving cultural VBAs for appreciating receptivity to adoption and thereby efficacy of home country marketing strategy. [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]

This study is aims to assess the extent to which small enterprises engage in service dominant logic practices. In this study, data was quantitatively collected from 144 service providers of the game and nature reserves in Mpumalanga. The findings revealed a strong positive relationship between the effectiveness of using ICT and the extent to which small enterprises engage in service dominant logic practices. These findings suggest that the use of ICT technologies has a positive effect on the extent to which small businesses engage in service dominant logic practices. The limitation is that this current study is only limited to the tourism industry, in that sense it cannot be generalized to other industries. This study contributes to the existing body of knowledge by assessing the extent to which small enterprises engage in service dominant logic practices. Through the co-creation of value, these small businesses can be sustained. Collaborative relationships between small businesses and dominant firms can enhance the small part that black entrepreneurs now play in the country's tourism industry. By means of value co-creation, major corporations have the ability to offer small and medium-sized companies (SMMEs) both entrepreneurial experience and skill training. [ABSTRACT FROM AUTHOR]

Many new products and processes originate from projects. In two studies, the authors consider how a project's organizational design, as captured by its particular task configuration, impacts its ability to promote product and process innovation. Study 1 involves an analysis of panel data spanning 2001 through 2015 and involving 429 business-to-business projects in the construction industry. The authors test hypotheses regarding the role of project size, subcontractor diversity, and task configuration on product and process innovation. Their empirical tests show a pattern of nuanced effects on the two innovation types. A project's task configuration, as reflected in the general contractor's participation in project tasks, plays a coordination role that helps unlock a positive effect of project size on product innovation. At the same time, such participation impedes process innovation due to subcontractor concerns about information leakage. Study 2 bolsters the first study through a survey of 230 subcontractors in the U.S. construction industry to show how leakage concerns arise, their outcomes, and how they are mitigated. The authors also bolster their central study through (1) interviews with professional construction managers and (2) survey evidence across five industries. They draw on their findings to develop implications for innovation management, business-to-business marketing, and marketing organization. [ABSTRACT FROM AUTHOR]

PurposeDesignFindingsResearch implicationsPractical implicationsOriginality\nSUMMARY STATEMENT OF CONTRIBUTIONTo explore the role played by DCT, SM, and CRM through customer knowledge, and market knowledge in the sales performance of a salesforce, and their economic and non-economic satisfaction in B2B sales.A total of 66 B2B Norwegian companies out of 69 participated in this study. A questionnaire with an introduction letter was sent to 356 sellers, and 216 valid questionnaires were used for this study, generating a net response rate of 60.6%. The approach followed was deductive.The results have both purified and simplified the structural relationships in the nomological framework initially posited. The triadic exploration of digital communication tools (DCT), social media (SM), and CRM-solutions (CRM) in relation to customer and market knowledge, the sales performance of a salesforce and their economic and non-economic satisfaction in B2B sales, yield complementary insights to existing theory and previous research.The combined focus on the effect of acquiring customer knowledge and obtaining market knowledge through DCT, SM, and CRM on the sales performance of a salesforce in B2B sales has important implications. The results have simultaneous implications regarding the role of customer and market knowledge through DCT, SM, and CRM in B2B sales.DCT, SM, and CRM enable a salesforce to stay updated and maintain contacts with existing customers, and also facilitate updates, and to getting in contact with potential customers. DCT, SM, and CRM may enable a salesforce to acquire additional information about existing and potential customers. DCT, SM, and CRM may enable a salesforce to obtain more information about the market. Customer and market knowledge may also become more accessible through peers, superiors, or other informants.Contributes to enhancing our understanding of the role of digital communication tools (DCT), social media (SM), and CRM solutions (CRM) through customer knowledge and market knowledge on sales performance in B2B sales. It also contributes to enhancing the understanding of a salesforce’s economic and non-economic satisfaction in B2B sales through DCT, SM, and CRM. The results clarify the structural characteristics between a salesforce’s customer and market knowledge, their sales performance, and economic as well as non-economic satisfaction in B2B sales.This study contributes to knowledge on the role of digital communication tools (DCT), social media (SM), and CRM-solutions (CRM) through customer knowledge and market knowledge on sales performance in B2B sales. It also contributes to the knowledge of salesforces’ economic and non-economic satisfaction through DCT, SM, and CRM. It provides empirical evidence on the structural properties between salesforces’ customer and market knowledge, their sales performance, and economic as well as non-economic satisfaction in B2B sales. [ABSTRACT FROM AUTHOR]

Businesses that run in recycling industries are one of the trends that are now in demand by many parties and supported by both national and international governments, but in the practice of these business activities there are many components that must be considered, especially if an entity is in the business to business sector. PT Recycled Paper Hub came as an competitive alternative that offers products in the form of recycled paper materials with low impurity levels which will later be used by companies to be processed again into many forms including packaging. By analyzing and implementing a marketing mix approach in accordance with the vision and mission, analysis data obtained from research on internal and external strengths that are quantitative and qualitative, the data obtained reflects business activities in order to achieve business excellence. In this study, the marketing mix carried by PT Recycled Paper Hub is Direct Marketing NICE. [ABSTRACT FROM AUTHOR]

BACKGROUND: Organizational learning capability research has been gaining more attention. OBJECTIVE: Specifically, this paper examines annual trend publication, active journals, authors, institutions, nations, keywords, citation pattern and top cited articles over the past 45 years. It decides the frequent organizational learning capability topics and highlights future research directions. METHODS: A bibliometric was performed on 149 papers published between 1978–2023 from the Scopus database. A content analysis was also performed. RESULTS: Publication trends have exhibited growth over time. Learning Organization and Industrial Marketing Management are two key journals that publish organizational learning capability. Publications are contributed by Chiva, R. and Alerge, J. Universidad Jaume I and Universitat de València are the two main institutions that exert the influence over the publication. Spain has been contributing more publications. Citations pattern analysis revealed 158.78 citations per year and 7145 citations for 149 papers. Sixthly, publications use keywords such as "organizational learning", "innovation". Both highly cited articles accumulated 442 citations. CONCLUSIONS: The findings are useful for policy-makers seeking reference and evidence to guide them in designing organizational learning capability policies, implementing management actions and programs. [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]

In this article, multiple regressions using the stepwise method were utilized to analyze the effect of Big Five personality traits on the work of business-to-business (B2B) salespeople. To achieve this objective, the relationship between the five personality traits and different aspects of B2B salespeople’s work was analyzed. The sample consisted of 274 salespeople from different Spanish organizations and from different business sectors. Specifically, the effects of Big Five personality traits on sales performance, role conflict and ambiguity, ethical behavior, adaptive behavior, and job performance were analyzed. Our results show that Big Five is useful for predicting sales jobs. The traits that most affect the work of B2B salespeople are extraversion and conscientiousness. Neuroticism was the least influential and most negative trait. [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]

Objective: In many companies, it is possible to see the low alignment of marketing and business strategies. This defect leads to problems in business development, product sales, and failure to achieve the designed goals and plans. Based on the importance of the subject, the current research seeks to identify the antecedents of the alignment of marketing strategies and business strategies at the business-to-business level in knowledge-based businesses. Method: In this research, a qualitative analysis of the interviews of 10 experts and executive managers in the field of knowledge-based businesses was done. These people were selected purposefully and collected data through in-depth interviews. After data analysis, 215 initial codes were extracted and 34 organizing themes and 10 comprehensive themes were obtained from these codes. Findings: The findings of this research indicate that the antecedents of the alignment of marketing and business strategies at the interenterprise level in knowledge-based businesses include 10 comprehensive themes including communication-information integration, efficiency, and human capital empowerment. Strategic pronunciation, strategic thinking, customer value management, structural-management efficiency and coherence, strategic leadership, processoperational agility, competitive intelligence, and supporting resources. Conclusion: Based on the results of the research, it was determined that knowledge-based companies should know that before anything and any kind of action to align the stated antecedents, the conditions of the company should be examined and the competitors and the environment should be fully analyzed and understood, and the necessary preparations for Provide alignment. [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]

In this article, we put forward a framework for conceptualizing processes of linkage capability-building in firms based in developing countries, so-called latecomer firms. To do this, we combine the literature on latecomer capabilities with insights from the literature on industrial marketing and supply-chain management. Our framework distinguishes between different levels of development across three capability categories: envisioning opportunities for useful market and knowledge-based linkages, engaging with external partners in ways that create suitable organizational arrangements, and exploiting relationships for technological learning. [ABSTRACT FROM AUTHOR]

Building marketing capabilities is at the forefront of marketing strategy in B2B marketing. As customisation is key for creating unique value for B2B customers, the ability to customise market offerings is, or ought to be, an integral part of B2B marketing strategy. Based on the premise that different forms of organisational capital constitute important building blocks of customisation capability, in this research, we (i) differentiate customisation capability in B2B marketing from mass customisation capability, (ii) build our model from the customisation, capability, intellectual capital, structural capital, and cognitive capital literature streams, and (iii) test the model of building customisation capability using key informant from 161 marketing research firms. We conclude with a discussion of the implications of our research for customisation theory and practice, the limitations of our research, and a detailed explication of future research opportunities. [ABSTRACT FROM AUTHOR]

Marketing through digital platforms is becoming an increasingly important component for the success of any company. On the other hand, digital marketing is constantly evolving. B2B marketing refers to the formation of a collaborative business partnership between two firms for the purpose of exchanging products and services. It enables businesses to engage in the sale of products or services to other firms or organizations, who then resell them, utilize them in their own products or services, or provide assistance in their operations. B2B marketers are looking forward to advances in digital technology and greater emphasis on digital products to improve brand visibility, online presence, and technical capabilities. Trending technologies such as artificial intelligence, virtual reality, augmented reality, and the metaverse are of great importance for digital and B2B marketing. The main purpose of the study is to emphasize the development of digital marketing and digital technologies in B2B marketing. In this study, B2B marketing, digital marketing tactics, growth of digital marketing, market share of search engines, marketing automation technologies, and digital marketing and digital technologies used for B2B marketing were examined. Additionally, in the study, a SWOT analysis was conducted for the B2B marketing strategies used by businesses. [ABSTRACT FROM AUTHOR]