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Journal of Business & Industrial Marketing, vol. 39 no. 3
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 17 August 2012

Christopher J. Medlin

The paper aims to consider the underlying premises of Peter Drucker's managerial writing and focuses on three main aspects: humans and relations, an evolutionary perspective and a…

2454

Abstract

Purpose

The paper aims to consider the underlying premises of Peter Drucker's managerial writing and focuses on three main aspects: humans and relations, an evolutionary perspective and a pragmatic perspective. These ontological views are taken to a new level and applied to explore the world of networked firms.

Design/methodology/approach

The paper is a conceptual contribution based on a literature study by the author.

Findings

An examination of Drucker's ontology shows how his world perspective led him to an understanding of managers and organisations. The three elements of his ontology discussed are applied to research in business networks.

Research limitations/implications

The paper argues for research on human perspectives of business relationships and networks, particularly of issues such as time, timing, partner integration, relational and network embeddedness, network sensing, network horizons, and network identity.

Practical implications

Drucker's ontological view enabled him to make pronouncements that cut through to the truth of reality in our organisationally shaped world. Understanding Drucker's ontology provides managers with ways to deepen their understanding of an individual's role at every level within an organisation.

Originality/value

The linking of Drucker's ontology to research on new ways to organise and manage networked firms opens areas of future research.

Details

Journal of Business & Industrial Marketing, vol. 27 no. 7
Type: Research Article
ISSN: 0885-8624

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Book part
Publication date: 16 April 2012

Christopher J. Medlin and Michael Saren

Business and customer relationships build on interactions between the parties. However, the marketing literature does not pay much attention to the concept of interaction…

Abstract

Business and customer relationships build on interactions between the parties. However, the marketing literature does not pay much attention to the concept of interaction. Interaction is a central construct of the Industrial Marketing and Purchasing Group as a result of a strong empirical focus on interfirm relations. However, even this research does not strongly address the interaction construct. Interaction between parties in the economic world refers to the exchanges and communications between parties that lead to development of relationships.

While interaction occurs in the on-going present, the purpose is always about creating a future for each of the participants in the relationship. Based on the authors’ presentation at the International Colloquium in Relationship Marketing at Leipzig, Germany, in September 2006, this chapter presents a model of interaction within business and customer relationships that relies upon time and cognition to explain the formation of relationships (or atmosphere) through interactive cognitive processes. This model allows an analysis of the ways the future is shaped in different types of business and customer relationships, depending on the relative ability of the parties to have an effect on the future. The analysis shows how firms and customers work to slow down or speed up change. The final section of the chapter addresses the research implications.

Details

Business-to-Business Marketing Management: Strategies, Cases, and Solutions
Type: Book
ISBN: 978-1-78052-576-1

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Article
Publication date: 4 March 2014

Chris Ellegaard, Christopher J. Medlin and Jens Geersbro

Value appropriation is a central, yet neglected aspect in business exchange research. The purpose of the paper is to generate an overview of research on active value appropriation…

2005

Abstract

Purpose

Value appropriation is a central, yet neglected aspect in business exchange research. The purpose of the paper is to generate an overview of research on active value appropriation in business exchange and provide the foundation for further research into value appropriation, as well as some initial guidance for managers.

Design/methodology/approach

Literatures investigating value appropriation were identified by the means of a systematic review of the overall management literature.

Findings

The authors provide an overview and comparison of the literatures and find that they apply diverse understandings of the value appropriation process and emphasize different mechanisms and outcomes of value appropriation.

Research limitations/implications

Based on the literature comparison and discussion, in combination with inspiration from alternative business exchange literature, the authors propose four areas with high potential for future research into value appropriation: network position effects, appropriation acts and behaviors, buyer-seller relationship effects, and appropriation over time.

Practical implications

Boundary spanning managers acting in industrial markets must master the difficult balance between value creation and appropriation. This review has provided an overview of the many managerial options for value appropriation and created knowledge on the effects of the various appropriation mechanisms enabling managers to secure company rents while not jeopardizing value creation.

Originality/value

To the authors' knowledge, this paper represents the first attempt at reviewing the management literature on value appropriation in business exchange. The authors provide overview, details, comparisons, and frame a research agenda as a first step towards establishing value appropriation as a key phenomenon in business exchange research.

Details

Journal of Business & Industrial Marketing, vol. 29 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

Available. Open Access. Open Access
Article
Publication date: 25 July 2023

Aino Halinen, Sini Nordberg-Davies and Kristian Möller

Future is rarely explicitly addressed or problematized in business network research. This study aims to examine the possibilities of developing a business actor’s future…

1471

Abstract

Purpose

Future is rarely explicitly addressed or problematized in business network research. This study aims to examine the possibilities of developing a business actor’s future orientation to network studies and imports ideas and concepts from futures research to support the development.

Design/methodology/approach

The study is conceptual and interdisciplinary. The authors critically analyze how extant studies grounded in the sensemaking view and process research approach integrate future time and how theoretical myopia hinders the adoption of a future orientation.

Findings

The prevailing future perspective is restricted to managers’ perceptions and actions at present, ignoring the anticipation and exploration of alternative longer-term futures. Future time is generally conceived as embedded in managers’ cognitive processes or is seen as part of the ongoing interaction, where the time horizon to the future is not noticed or is at best short.

Research limitations/implications

To enable a forward-looking perspective, researchers should move the focus from expectation building in business interaction to purposeful preparation of alternative future(s) and from the view of seeing future as enacted in the present to envisioning of both near-term and more distant futures.

Practical implications

This study addresses the growing need of business actors to anticipate future developments in the rapidly changing market conditions and to innovate and change business practices to save the planet for future generations.

Originality/value

This study elaborates on actors’ future orientation to business markets and networks, proposes the integration of network research concepts with concepts from futures studies and poses new types of research questions for future research.

Details

Journal of Business & Industrial Marketing, vol. 39 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

Available. Content available
Book part
Publication date: 16 April 2012

Abstract

Details

Business-to-Business Marketing Management: Strategies, Cases, and Solutions
Type: Book
ISBN: 978-1-78052-576-1

Available. Open Access. Open Access
Article
Publication date: 27 October 2023

Ilkka Tapani Ojansivu

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…

1455

Abstract

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.

Details

Journal of Business & Industrial Marketing, vol. 39 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 18 May 2023

Ena Vejnovic, Sharon Purchase and Liudmila Tarabashkina

To this date, research on tensions has been carried out on business networks and value co-creation, with no studies exploring tensions within the marketing services context. This…

513

Abstract

Purpose

To this date, research on tensions has been carried out on business networks and value co-creation, with no studies exploring tensions within the marketing services context. This study aims to use the three tension categories proposed by Toth et al. (2018) and Pressey and Vanharanta (2006) to address this gap by identifying the tensions experienced in the market research agency (MRA), creative agency (CA) and client relationship, as well as the processes that increase or minimize these tensions.

Design/methodology/approach

A total of 25 in-depth interviews were carried out with MRA, CA and client employees. NVivo 12 was used to conduct a thematic analysis to identify the overarching processes that influenced tensions.

Findings

Six second-order codes were identified, designating processes that exacerbated or minimized each of the three tensions experienced. Two new processes were identified (“adopting governance processes” and “aspects of identity formation”) which have not been previously reported. An empirical framework was developed pinpointing processes that influenced each tension category, also highlighting complex interdependencies between behavioral, emotional and structural tensions.

Originality/value

This study presents the perspectives of all actors within the marketing services triad providing a more nuanced understanding of tensions at the triadic level, as previous literature predominantly focused either on dyads or on networks. Furthermore, this study highlights important interdependencies between tension categories, providing novel contributions, as well as directions for future research.

Details

Journal of Business & Industrial Marketing, vol. 39 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

Available. Open Access. Open Access
Article
Publication date: 19 October 2023

Markus Vanharanta and Phoebe Wong

This study aims to contribute to the field of customer portfolio management by proposing a novel approach rooted in dialectic critical realism (DCR). DCR, as an ontological…

1212

Abstract

Purpose

This study aims to contribute to the field of customer portfolio management by proposing a novel approach rooted in dialectic critical realism (DCR). DCR, as an ontological theory, enables a fundamental reimagining of customer portfolio management as a dialectic process. The conceptualized dialectic portfolio management is motivated by the concept of “absence”, akin to Hegelian “antithesis”, which highlights limitations, problems and tensions in portfolio management. In essence, “absence” serves as a diagnostic tool that directs portfolio actions towards resolving problems by pursuing a more comprehensive “totality”, similar to the Hegelian notion of “synthesis”.

Design/methodology/approach

This conceptual paper theorizes DCR in business marketing and customer portfolio management.

Findings

DCR conceptualizes customer portfolios as relational structures characterized by omissions and tensions. These issues are addressed through a dialectic synthesis aimed at achieving a more comprehensive “totality”. Consequently, DCR guides portfolio management to continually re-think the connections and distinctions that define a portfolio within its network context. This dialectic process is facilitated by a novel vocabulary that enhances the understanding of network and portfolio relations, incorporating concepts such as “intrapermeations”, “existential constitutions”, “intra-connections” and “intensive” and “extensive” portfolio practices.

Originality/value

This study aims to foster a fresh and process-oriented perspective on portfolio management, drawing inspiration from the growing demand for enriched dialectic theorizing within the realm of business marketing. The adoption of a dialectic process orientation based on DCR revolutionizes the comprehension of portfolio management by fundamentally reimagining the underlying ontological assumptions that underpin the existing body of literature on customer portfolios. Moreover, DCR asserts that ethical considerations are inextricably linked to human experiences and associated practices, emphasizing ethics as an integral component of customer portfolio management.

Details

Journal of Business & Industrial Marketing, vol. 39 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 26 July 2024

Mukta Srivastava, Sreeram Sivaramakrishnan and Neeraj Pandey

The increased digital interactions in the B2B industry have enhanced the importance of customer engagement as a measure of firm performance. This study aims to map and analyze…

447

Abstract

Purpose

The increased digital interactions in the B2B industry have enhanced the importance of customer engagement as a measure of firm performance. This study aims to map and analyze temporal and spatial journeys for customer engagement in B2B markets from a bibliometric perspective.

Design/methodology/approach

The extant literature on customer engagement research in the B2B context was analyzed using bibliometric analysis. The citation analysis, keyword analysis, cluster analysis, three-field plot and bibliographic coupling were used to map the intellectual structure of customer engagement in B2B markets.

Findings

The research on customer engagement in the B2B context was studied more in western countries. The analysis suggests that customer engagement in B2B markets will take centre stage in the coming times as digital channels make it easier to track critical metrics besides other key factors. Issues like digital transformation, the use of artificial intelligence for virtual engagement, personalization, innovation and salesforce management by leveraging technology would be critical for improved B2B customer engagement.

Practical implications

The study provides a comprehensive reference to scholars working in this domain.

Originality/value

The study makes a pioneering effort to comprehensively analyze the vast corpus of literature on customer engagement in B2B markets for business insights.

Details

Journal of Business & Industrial Marketing, vol. 39 no. 11
Type: Research Article
ISSN: 0885-8624

Keywords

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