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Global marketing in business-to-business contexts: Challenges, developments, and opportunities
- Source :
- Industrial Marketing Management. 78:102-107
- Publication Year :
- 2019
- Publisher :
- Elsevier BV, 2019.
-
Abstract
- This article introduces the special issue on global marketing in business-to-business contexts. The aim is to advance knowledge on the subject that can stimulate further research in this important and emerging area of industrial marketing. The twelve contributions selected for this special issue bring together high quality contemporary research that address challenges and recent developments. The articles specifically offer unique insights that progress understanding in the area, provide interesting managerial implications, and present intriguing opportunities for future researchers. These contributions reflect the variety of current work in global marketing in the business-to-business context. While most of the contributions in this special issue focus on the development and deployment of unique resources and capabilities to enhance international competitiveness and performance success, insights are also offered on international relationships and/or relationship marketing within the business-to-business context, country of origin effects, and knowledge transfer between international partners in subsidiaries. The article concludes with a summary of important avenues for further research.
- Subjects :
- Marketing
business.industry
media_common.quotation_subject
05 social sciences
Context (language use)
Business-to-business
Public relations
Country of origin
Variety (cybernetics)
Global marketing
0502 economics and business
050211 marketing
Quality (business)
business
Knowledge transfer
Relationship marketing
050203 business & management
media_common
Subjects
Details
- ISSN :
- 00198501
- Volume :
- 78
- Database :
- OpenAIRE
- Journal :
- Industrial Marketing Management
- Accession number :
- edsair.doi...........07fbb55c57dbe35cb1d778649dd0ec9b