Olga A. Tretyak and Igor Sloev
The purpose of this paper is to construct a system of indicators that will allow firms to evaluate the long‐term results of their marketing activities along the value chain.
Abstract
Purpose
The purpose of this paper is to construct a system of indicators that will allow firms to evaluate the long‐term results of their marketing activities along the value chain.
Design/methodology/approach
The paper integrates the concepts of network relationships, value chain management, and customer lifetime value (CLV). The authors use participative inquiry and case studies to validate and clarify the model.
Findings
The authors develop the customer flow conceptual model and propose a sequence of actions to translate it into measures and indicators that will allow firms to understand their role in the creation of sustainable value. Using this model, the authors conduct comparative analyses of the acquisition and retention strategies of a multinational firm in the European and Russian markets. The results provide a crucial justification for new directions in future long‐term marketing activities.
Research limitations/implications
The model is validated in two cases in different industries. Further research is required to examine the implementation of suggested tools in different industries.
Practical implications
The model was simplified for a practical application and indicators for future monitoring process and customer flow management were developed.
Originality/value
The authors developed the concept of customer flow to assess the long‐term results of marketing activities and to emphasize the difference between managing new and existing customers. New performance metrics are proposed based on customer flow and its structural characteristics. This allowed comparing of acquisition and retention strategies of the same company in different markets and reveals the crucial differences between the marketing strategies prevailing in Russia and those in Europe. The authors have demonstrated how the concept may help firms to develop and implement successful strategies.
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Mikhail A. Bek, Nadezda N. Bek, Marina Y. Sheresheva and Wesley J. Johnston
The purpose of this paper is to develop and test models explaining the unsatisfactory innovation activity of Russian firms and the main obstacles to innovation cluster development.
Abstract
Purpose
The purpose of this paper is to develop and test models explaining the unsatisfactory innovation activity of Russian firms and the main obstacles to innovation cluster development.
Design/methodology/approach
Based on statistical analysis and the results of a pilot survey of 192 local businessmen, followed by imitation modeling analysis, the study tests hypotheses regarding the impact of unsatisfactory institutional environments, including weak property rights protection, on innovation cluster development in Russia.
Findings
The analysis shows that the impact of adverse factors on innovation activities of cluster members is crucial, and estimates to what extent the negative factors' influence should be reduced to prevent cluster degradation processes.
Research limitations/implications
The models provide a number of sensitivity tests of the parameters; however, data from clusters with different levels of support and protection need to be obtained. Government experiments could be conducted to test the models and find ranges of optimal parameters for cluster development. Short of this, examination of actual data from different cluster in similar environments would allow estimated of optimal strategies for support. Longitudinal data can also help determine the actual cause and effect of successful innovation cluster development.
Practical implications
The paper provides managerial implications for organizations involved in innovation clusters, which can be used to improve cluster members' performance and collaborative innovation activities by means of creating acceptable institutional environments.
Originality/value
The paper provides evidence of the connection between collaborative activities of clustering organizations in Russia and their performance caused by expectations concerning institutional conditions on the macro level in Russia.
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Olga A. Tretyak and Nikita I. Popov
The purpose of this paper is to extend existing theories of b2b networks over non‐profit networks.
Abstract
Purpose
The purpose of this paper is to extend existing theories of b2b networks over non‐profit networks.
Design/methodology/approach
The paper sheds light on the network organisational forms recently implanted in the academic community. the analytic induction method is used to extend b2b network concepts to a non‐profit context. The concepts of b2b networks are critically analysed and applied to explorative case studies of networks in academia. The paradox of open knowledge exchange in these networks is revealed and an attempt is made to elucidate it.
Findings
B2b network concepts should be modified before being extended to non‐profits. Propositions are suggested to adapt b2b network concepts to explain non‐profit networks. Questions to address in further research are developed.
Research limitations/implications
The main conclusions are only applicable to specific types of networks. Only academic networks are reviewed. The case study approach does not allow for generalizing the findings and deriving a set of concepts for non‐profit networks, and thus, calls for further research.
Practical implications
There may be space for achieving excellence in research by facilitating interpersonal rather than interorganisational research networks. This is important, since by facilitating interpersonal networks one can escape from organisational bureaucracy.
Originality/value
The study reports networking between the non‐profits, an issue largely neglected by marketing researchers, and contributes to its understanding in the frame of existing b2b network concepts.
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Denis Klimanov and Olga Tretyak
This paper aims to review and summarize the findings of research dedicated to studying the process of building sustainable business models (BM) triggered by development of…
Abstract
Purpose
This paper aims to review and summarize the findings of research dedicated to studying the process of building sustainable business models (BM) triggered by development of COVID-19 pandemic.
Design/methodology/approach
Bibliometric analysis is performed to identify the papers most relevant to the topic. The authors review the findings of more than 50 papers from Scopus database published between 2020 and 2022 dedicated to studying BM during COVID-19 pandemic, as well as papers dedicated to sustainability phenomenon and most cited BM research.
Findings
The paper identifies the gap in defining BM sustainability and contributes to better understanding of this phenomenon by demarcating it from traditional environment-based United Nations agenda. It also describes why network-based approach to BM helps to better address sustainability aspects. The paper demonstrates how representation of a networked BM by three levels of analysis (namely, structure of a BM, interaction mechanism between BM actors and results of their interaction) is organically connected to the key milestones of the value creation process (value definition, value creation, value distribution and value capture) and shows how these three levels can be used to analyze and structure the practical changes proposed in COVID-19-oriented BM. Finally, the paper summarizes key findings of the studies dedicated to BM during the pandemic and structures key insights in relation to building sustainable BM.
Research limitations/implications
The results of the paper contribute to developing theory around BM sustainability as well as provide insights for business practitioners on how to adjust BM during the crisis. At the same time, many insights shown in the paper are industry specific, which limits their generalizability, as well as consequences of the pandemic are still not fully clear. Therefore, the authors argue that future research should be primarily focused on developing generalizable measurement frameworks to evaluate the antecedents, process and results of BM adaptation.
Originality/value
The paper strengthens theoretical foundations for the research focused on BM sustainability and helps businesses to better manage the adaptation in the fast-changing environment.
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Denis Klimanov and Olga Tretyak
The purpose of this paper is to establish a connection between the business model (BM) and B2B marketing research by developing a new approach to the BM analysis and improvement…
Abstract
Purpose
The purpose of this paper is to establish a connection between the business model (BM) and B2B marketing research by developing a new approach to the BM analysis and improvement, which is based on inter-organizational networks and value chains.
Design/methodology/approach
The methodology is based on mutual enrichment of methods and results of BM and business-to-business marketing studies that are relatively isolated from each other, and on integration of them to the unified structured approach that could be applied to analyze both BM and a set of interfirm relationships of networked market players. This paper is based on extensive literature review in the areas of BM and relationship/industrial marketing. The review is based on most cited and contemporary articles found in the Scopus and EBSCO databases.
Findings
This paper formulates the key BM research directions and visualizes their development over time. It is demonstrated in the paper that currently, there is little involvement of marketing researchers in the study of BM; however, there are multiple touchpoints between these areas of knowledge, which can help in further developing BM studies. On the basis of these findings, a conceptual model and new network-based approach to BM analysis is offered, which allows addressing the complex nature of networked interaction among BM participants. The approach includes stepwise algorithm for BM analysis designed for business practitioners.
Research limitations/implications
The proposed approach can be applied by business practitioners to analyze and improve their BM via managing the interactions of inter-organizational network participants with a focus on customer interests. While the approach is of a universal character, the specific tools for evaluating BM on each stage may vary across different markets.
Originality/value
This research contributes to the current conceptual knowledge on BM studies development and their relationship with marketing. It also contributes to theory and practice by the development of a new marketing-based approach to the BM analysis focused on managing business relationships, which allows evaluation of the current state of a BM and provides directions for its improvement. This approach evaluates the alignment of interfirm relationships along the value chain and orients it toward the final consumer.
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William Degbey and Elina Pelto
The paper aims to examine the consequences of a cross‐border acquisition on business network changes in the Russian bakery industry.
Abstract
Purpose
The paper aims to examine the consequences of a cross‐border acquisition on business network changes in the Russian bakery industry.
Design/methodology/approach
This study employs the IMP group's network approach to analyse the empirical single case study with two embedded sub‐cases.
Findings
The empirical study offers a typology on the forms of network change that may be triggered by mergers and acquisitions (M&As), while the conceptual framework broadens understanding of the change sequence and reciprocal interaction among actors, activities, resources and the external environment, with implications for network change analysis.
Research limitations/implications
While the theoretical position developed fits the unique characteristics of the case studied in the industry and country settings, it is necessary to be cautious in generalising the study beyond this context.
Practical implications
For managers of merging parties to garner superior performance from the network changes they initiate, it is critical for them to have precise insights into their network. Other connected actors must also adapt to the changes triggered by the merging parties, if they want to maintain their network positions.
Originality/value
For academicians, the paper attempts to broaden the understanding of different forms of network change that M&As may evoke. For practitioners, it offers a picture of what internal and external adjustments may be required of them following an M&A.
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The purpose of this paper is to reveal how trust develops between partner firms in the context of intercultural business relationships and how understanding of the business…
Abstract
Purpose
The purpose of this paper is to reveal how trust develops between partner firms in the context of intercultural business relationships and how understanding of the business culture of a partner firm and adaptation to it can be a driving force for the beginning and maintaining of trust development with that partner.
Design/methodology/approach
The study is of a qualitative nature and employs “elite interviewing” methodology for the aims of data collection. The analysis is conducted through theoretically‐informed reading of interviews.
Findings
Managers constantly learn the business culture of the partner through interactions. Adaptation based on the acquired business culture knowledge is found to be as important for the development of trust between business relationships' parties. A “moderate” level of cultural adaptation is identified as most favourable for this development. Additionally, a categorization of cultural adaptation within business relationships is proposed.
Research limitations/implications
The insufficient number of personal interviews within a specific industrial context does not allow a generalisation of the study outcomes.
Originality/value
Research which addresses the importance of cultural adaptation for trust development within business relationships, is scarce. This study attempts to fill in this gap. Furthermore, it shows the need to consider business culture, rather than national culture, while studying business relationships. Finally, the study provides interesting avenues for further research.
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Evgeniya Tsybina and Vera Rebiazina
The purpose of this paper is to broaden the current view of customer portfolio management by including the notion of customer interconnectedness.
Abstract
Purpose
The purpose of this paper is to broaden the current view of customer portfolio management by including the notion of customer interconnectedness.
Design/methodology/approach
The previous research in customer portfolio theory is reviewed, with special attention to customer interconnectedness. Customer interconnectedness as a criterion to build customer portfolios is studied in the example of large Russian b2b company. First, the results of participative inquiry research within the company are presented and then the insights from five in‐depth interviews are described.
Findings
Findings suggest that the assumption of customer independence in a portfolio, on which most of customer portfolio models are based, may not fit certain markets and industries. This paper sheds light on to the specifics of customer portfolio building, in the Russian context and results in the customer interconnectedness assumption.
Research limitations/implications
Additional research beyond the provided exploratory study is needed to quantitatively test the assumption and generalize the results. The main research implications relate to the new perspective on customer portfolio theory based on customer interconnectedness.
Practical implications
The paper provides researchers and practitioners with insights into customer portfolio models specifics existing in Russia. This knowledge can be helpful, also, for foreign companies entering the Russian market.
Originality/value
The process of customer portfolio building in the Russian b2b markets has been addressed for the first time in b2b marketing research. The analysis of customer portfolio building in Russian b2b context shows that customer independence assumption is challenged and should be replaced with customer interconnectedness approach.
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The purpose of this paper is to examine new rules of exchange in retailer‐supplier relationships imposed by the retail chains, to analyse factors facilitating this institutional…
Abstract
Purpose
The purpose of this paper is to examine new rules of exchange in retailer‐supplier relationships imposed by the retail chains, to analyse factors facilitating this institutional change and to reveal the links between channel power and relational conflicts.
Design/methodology/approach
Survey data were collected from 500 managers of retail chains and their suppliers in five Russian cities. The sample includes firms of different sizes that sell food and home electronic appliances. After the diffusion of new contract arrangements is examined, logistic regression models are constructed to evaluate major sources of relational conflicts.
Findings
The findings indicate that power‐advantaged firms disseminate new rules of exchange effectively. However, relational conflicts largely originate not from these new demands but from the frequent contract infringements by both exchange parties.
Research limitations/implications
The study is confined to two sectors of retail trade in one country. Further research is required to determine the effects on channel relationships of the financial crisis and of the adoption of restrictive federal legislation.
Practical implications
Practitioners should recognise the need to provide socio‐political legitimacy for the new rules of exchange. Otherwise, they may face relational conflicts and provoke restrictive state regulations. Public officials should know that relational conflicts may originate largely from opportunistic behaviour by exchange parties rather than from abuse of market power.
Originality/value
This paper presents the first systematic quantitative study of retailer‐supplier relationships in Russia. It investigates institutional change and relational conflicts as perceived by both exchange parties.