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The purpose of this paper is to establish a reference model that will allow us to understand the factors that influence the omnichannel management of an organization in a business-to-business (B2B) context.

In building the model, a partial least squares structural equation modeling approach was followed. More than 1,000 executives with a C-level profile (chief executive officer, chief marketing officer or chief digital officer), from manufacturers and wholesalers, in various industries worldwide were contacted. The final sample consisted of 124 C-level executives in multinational B2B companies from 35 countries worldwide.

The principal finding is that optimal omnichannel management must involve a customer-centric proposition forming the basis for individualized marketing that tailors the company’s portfolio of solutions to suit each client. To ensure this, customer knowledge at each touchpoint is essential. The results show that the main predictor of B2B omnichannel management is sales and marketing, even above channels. The principal conclusions are that the model shows that good omnichannel performance is measured by the performance of the industrial buyer. Loyalty and experience are primary measures of this customer’s performance.

Research into omnichannel management in the B2B field is scarce, especially concerning the creation of models for decision-making.

Academic research has endeavoured to understand women's behaviours in entrepreneurial activity, identifying the differences when compared to men. The main topics analysed show similar findings in relation to characteristics and motivations, leadership style, strategic choice, obstacles and results. This paper delves further into these differences by examining the personal characteristics of entrepreneurs, the motivation to enter the activity and the performance of their enterprises. The paper aims to discuss these issues.

The authors study Spanish entrepreneurial activity using a survey carried out in 2009 of 608 randomly selected entrepreneurs. The main methods used are descriptive analyses and logistic estimations.

There were two groups of entrepreneurial women with different profiles and results: the first group comprises a variety of sectors reflecting the economy's average; and the second mainly operates in those sectors traditionally considered as female. Male and female reasons for success and survival are found to be substantially the same, but personal characteristics and motivations were found to be different. Among the differences found, it is worth highlighting the amount of time devoted by entrepreneurial women to household chores, the higher proportion of women in the staff they employ, and their commitment to product and service innovation.

The findings point to some ideas in terms of policies regarding entrepreneurial activity and gender. The women's greater commitment to innovation in goods and services suggests new approaches in policies aimed at promoting the entry of women in entrepreneurial activity.

The main findings of the paper are consistent with relevant existing literatures, but the results offer new insights that contribute to improving the knowledge of the dynamics of entrepreneurial women.

Despite the numerous benefits of digitalization, many business-to-business (B2B) firms have yet to rely on data-driven decision-making, wavering the decision to adopt digital marketing practices. Topical scholarship is scattered across disciplines, schools of thought and methodological approaches, leading to an inability to suggest better management practices. This study aims to review the extant B2B marketing digitalization literature and addresses these concerns.

This paper conducted a systematic literature review of 96 high-quality articles extracted from the Web of Science database. Thereafter, this paper carried out descriptive statistical and content analyses of these articles.

Six primary research streams have been identified, and 16 research propositions have been formulated to comprehensively overview the B2B marketing digitalization landscape. The study delves into the factors and barriers influencing the pace of B2B marketing digitalization, sales lead generation and sales performance. Additionally, it introduces B2B digital value creation frameworks, emphasizing the crucial role of marketing analytics and decision tools in effective B2B marketing. The research also underscores various digitalization strategies aimed at bridging the digitalization gap in B2B companies at both strategic and tactical levels. Finally, the study presents an agenda to stimulate future research on theoretical and managerial topics critical to enriching the field.

This research outlines 16 research propositions that could be further tested to get more detailed insights into the digitalization of B2B marketing. Additionally, practitioners, authorities and researchers in the field may find this review valuable as it provides a comprehensive overview of current research in the domain.