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Article
Publication date: 29 July 2014

Risto Tapio Salminen, Minna Oinonen and Juha Haimala

The purpose of this paper is to gain knowledge on the character of managerial implications within business-to-business (B2B) marketing, in terms of type of relevance addressed in…

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Abstract

Purpose

The purpose of this paper is to gain knowledge on the character of managerial implications within business-to-business (B2B) marketing, in terms of type of relevance addressed in research articles on solution business and integrated solutions.

Design/methodology/approach

Use of Jaworski’s framework on role-relevance to classify the type of relevance addressed in 29 journal articles. A systematic literature review on solution business preceded the selection of articles and a concern to include different journal categories.

Findings

Managerial implications in the studied articles within solution business do not seem to emphasize role-relevance particularly; they rather address applicability of findings on a company level and for B2B marketing in a more general sense. The majority of implications for practice are framed to have an impact on “present actions”. Managerial knowledge needs are dominantly addressed by “empirical findings” or “frameworks”. The dominating managerial core tasks addressed are “transformer of marketing” and “marketing strategy”.

Research limitations/implications

There do not seem to be studies with managerial implications addressing future actions and thinking; providing instruments, methods or models that are role- relevant; focusing on the challenges of a “coordinator”, “strategist” or “performance controller”. The focus on solution business limits the generalizability of findings.

Practical implications

Results suggest that implications for practice potentially would benefit from being written in the form of explicit recommendations; targeted to a particular managerial role; and increasingly developed when it comes to proposed frameworks for them to be useful for managers in industrial marketing.

Originality/value

This is one of the first studies to systematically examine the character of managerial implications by categorizing results in accordance with a framework specifically addressing role-relevance.

Details

Journal of Business & Industrial Marketing, vol. 29 no. 7/8
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 1 June 2015

Harri Ryynänen, Kaisa Henttonen and Risto Tapio Salminen

– This paper aims to explore collective cognitive structures in business networks by analyzing the coherency of network pictures in a service development network.

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Abstract

Purpose

This paper aims to explore collective cognitive structures in business networks by analyzing the coherency of network pictures in a service development network.

Design/methodology/approach

The authors use the network pictures construct as a tool to analyze collective cognitive structures in a service development network. The studied case and unit of analysis is a focal network developing a consumer mobile TV service.

Findings

Based on the empirical evidence, the authors found that individuals’ cognitive structures vary extensively in the studied focal network. In addition, collective cognitive structures in intra- and inter-organizational settings differ, and thus should be distinguished.

Research limitations/implications

The research findings are based on a single case study. This study is one of the first attempts to apply network pictures as a research device in industrial marketing. The concept of network conception is put forward, distinguishing intra- and inter-organizational levels of collective cognition.

Practical implications

The employed conceptual tool is proposed for application also when forming a business network, where it is important to make all actors’ (i.e. persons and companies) perspectives on the emerging focal business network visible.

Originality/value

To study the focal network-level collective cognitive structures further, the authors propose the concept of network conception to represent the phenomenon. The present study contributes to the research on collective cognitive structures in industrial marketing by extending understanding on individual- and organizational-level cognitions to a focal network-level collective cognition.

Details

Journal of Business & Industrial Marketing, vol. 30 no. 5
Type: Research Article
ISSN: 0885-8624

Keywords

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