B2B Context Research Articles

Genuine small talk, rapport, and negotiation outcomes in B2B relationship

Purpose Small talk is often regarded as important in business interactions, yet the effect of genuine engagement on B2B communication remains underexplored. Hence, the purpose of this study is to explore the concept of genuine small talk, contextualize its key dimensions and examine how it contributes to building rapport and mediates negotiation outcomes in B2B relationships. Design/methodology/approach This study uses a qualitative abductive research approach for this exploratory investigation as it allows for an in-depth examination of the complex relational dynamics inherent in B2B communication. Data were collected through semistructured interviews with 35 industry professionals from diverse sectors, ensuring a diverse understanding of the phenomenon across different B2B contexts. Findings The study identifies eight core dimensions of genuine small talk in B2B interactions: empathy, curiosity, adaptability, active listening, a nonjudgmental disposition, respect for boundaries, positivity and humility. These dimensions collectively contribute to the development of rapport. The findings also highlight that rapport, fostered through genuine small talk, plays a mediating role in achieving favorable negotiation outcomes. Originality/value This study adds to the B2B marketing literature by advancing the understanding of genuine small talk and its strategic importance in building rapport and improving negotiation outcomes.

Service language and small talk: differentiating genuine from mundane in B2B contexts

PurposeThis study examines the role of genuine small talk in business-to-business (B2B) communication through the lens of service language. By exploring and distinguishing genuine and mundane small talk, the research elucidates the impact of sincere, empathetic interactions on value co-creation and relational dynamics within the B2B contexts.Design/methodology/approachEmploying an abductive qualitative research strategy, we conducted semi-structured interviews with 25 B2B professionals from Australian and Indonesian multinational corporations. Data analysis involved descriptive coding and thematic analysis, supplemented by network view strategies to visualize interrelations within the dataset.FindingsThe study finds that genuine small talk, characterized by sincere and contextually relevant exchanges, enhances relational enrichment, customer satisfaction and long-term loyalty in B2B interactions. Participants highlighted the importance of empathetic communication and personalized conversations in building trust and rapport. Conversely, mundane small talk, marked by superficiality, was found to erode trust and diminish the quality of client relationships. These insights underscore the critical importance of integrating genuine small talk into communication strategies to foster enduring business relationships and enhance overall service effectiveness.Originality/valueThis study contributes to the service literature by exploring the notion of genuine and mundane small talk in B2B communication, grounding them in service language perspective. It provides novel insights into the verbal and non-verbal elements of genuine small talk, offering practical implications for enhancing B2B negotiation strategies.

Positioning Strategies in B2B Marketing: The Regulatory Focus Orientation

ABSTRACT Purpose Relying on regulatory focus theory (RFT), this study examines the mechanisms that guide managers’ positioning-related decisions in business-to-business contexts. Specifically, this research answers two main questions: what motivates managers to recommend specific positioning strategies and what motivates related decisions regarding contextual and market conditions? Design/methodology/approach Two studies are undertaken in this research. Using the Delphi method, Study 1 adopted an online scenario-based experimental design related to the positioning decisions of three companies. A panel of expert informants assisted in the design process. Study 2 tested the stability of the results from Study 1 and then extended the analysis through the introduction of an additional dependent variable and market feedback. The results of the scenario-based online surveys are subjected to partial least squares structural equation analyses. Findings The findings are in line with regulatory focus theory and show that RFT can provide motivationally derived answers to questions regarding inter-manager differences in positioning decision-making under similar market and company conditions. The results further show that decisions made by marketing managers in B2B contexts are guided by a desire to achieve congruity (fit) between their regulatory focus and their positioning strategy. Moreover, there is a differential impact of the regulatory foci on the likelihood of changing a recommended strategy. Originality/value This paper investigates the moderating effects of involvement, valence framing, and market feedback. The study finds that the valence of the recommendation of a positioning strategy moderates the relationship between regulatory focus and the type of positioning strategy.

Examining Buyers’ Attitudes Toward Climate Change Policy and Their firms’ Corporate Reputation: The Serial Mediation Effect of Suppliers’ Engagement and Commitment

ABSTRACT Purpose Given the dangers of climate change, a nascent body of research emphasises the significance of business-to-business (B2B) firms’ views on implementing climate change policies (CCP) and its links to corporate reputation. Firms are implementing CCP, but face a range of challenges from various stakeholders. We examine the importance of buyers’ attitudes toward CCP implementation as a driver of corporate reputation using legitimacy theory as a theoretical lens. Design/methodology/approach A serial mediation model considering the engagement and commitment of suppliers was explored to assess the proposed relationship. In a two-stage quantitative research design executed in India, data was collected from 109 buyers from B2B firms to refine the measurement scales and then from 503 buyers from B2B firms to test the research model. Findings Using SPSS macro-PROCESS (Model-6), we found both the engagement and commitment of suppliers to be independent mediators of the relationship between the buyers’ attitude toward CCP implementation and their firms’ corporate reputation. Moreover, the engagement and commitment of suppliers toward CCP implementation partially mediated this relationship serially. Policy implications are presented that can be useful in developing corporate strategies to reduce environmental risks and improve the company’s reputation, bringing more business in the long run. Originality/value The study is significant as we conducted it when the United Nations called on all organizations to participate in the Race to Zero, intending to build sustainable businesses. This study contributes original value by demonstrating how buyer attitudes toward CCP implementation, mediated by supplier engagement and commitment, significantly influence corporate reputation, thereby offering actionable insights for developing sustainability strategies in B2B contexts.

Challenges and opportunities in the digitalization of the B2B customer journey

PurposeThis study aims to explore challenges and opportunities in the digitalization of the business-to-business (B2B) customer journey in different buying situations. It also investigates where in the customer journey digital marketing is most efficient.Design/methodology/approachThis research adopts a single case study approach to examine a B2B company that implemented digitalization in its customer journey in different buying situations. Data were collected through semistructured interviews, complemented by internal documents and information from the company’s website and social media, to identify reasons for and against the decision to digitalize the B2B customer journey.FindingsDigitalization can offer firms a cost-effective and value-creating way to interact with customers in a B2B context. The B2B buying situation, however, plays a significant role in decisions on how to implement digitalization. Moreover, in the prepurchase phase, digital marketing is more effective in building awareness; in the purchase phase, personal selling is more effective in addressing customers’ needs.Research limitations/implicationsThe use of a single case study cannot produce results directly generalizable to other contexts. However, the findings are applicable to the digitalization of B2B customer journeys in similar industrial contexts.Practical implicationsTo successfully implement digitalization in the customer journey, B2B firms should choose digital tools according to different buying situations and phases in the customer journey, segment buyers by their needs rather than individual characteristics and integrate the sales and marketing functions.Originality/valueThis study contradicts prior research that claims that digital marketing can be used in a similar way in both B2B and business-to-consumer contexts. It further shows that the relevant demarcation is not between personal sales and digitalization but between automated digital marketing and individualized personal sales, regardless of medium.

The double-edged sword of customer participation on new product development performance: the contingent roles of relational and environmental factors

ABSTRACT Although customer participation plays an increasingly important role in firm innovation, both its effects on new product development (NPD) performance in the B2B context and the underlying mechanisms remain unclear in the extant literature. Building on the boundary spanning theory, we investigate the double-edged effects of customer participation on NPD performance by explicating the mediating roles of knowledge sharing and customer – developer conflict. Based on a sample of 167 high-tech firms in China, our findings indicate that customer participation can improve NPD performance through knowledge sharing but decrease NPD performance by exacerbating the conflict between the developer firm and its customer. Furthermore, previous cooperation experience attenuates the effects of customer participation on knowledge sharing and customer – developer conflict, whereas technological turbulence strengthens the effect of customer participation on knowledge sharing. Our findings offer important implications for both innovation research and practice.

Is social media B2B engagement driven by impression management strategies? Understanding corporate-driven versus individual-driven LinkedIn profiles

Professional social media platforms, such as LinkedIn, allow individuals to build their own personal brand with the aim to foster B2B engagement. Individuals can project both individual- and corporate-driven characteristics through LinkedIn, to create favorable impressions management (IM) strategies and attract viewers engagement. This study aims first to understand the difference between individual- versus corporate-driven elements of LinkedIn profiles. Then, using the IM theory, this paper explores the different perceptions formed by potential business partners on these elements which can lead to B2B social media engagement. A content analysis of 130 LinkedIn profiles, followed by 20 in-depth interviews with business professionals, show that perceptions are different between the individual- versus the corporate-driven profiles and these perceptions together with the IM strategies are not static, showing that IM strategies need to be assessed in combinations and over difference phases. Individual-driven profile elements seem to project the most favorable perceptions to foster B2B engagement, leaving the corporate-driven elements to only compliment what is described as the ‘ideal’ profile for B2B engagement. The findings provide valuable insights to different business partners who want to initiate contact and engage with business professionals on social media in a B2B context.

The role of third actors in the dyadic business relationship initiation: an empirical perspective of sommelier in the wine context

PurposeStarred restaurants, as significant outlets for small wineries, present a unique business opportunity. In this context, the sommelier, as a third actor, assumes a pivotal role in shaping the business relationships between these entities. This study, employing a grounded theory approach, delves into the sommeliers’ roles and activities in the initiation of relationships between small wineries and starred restaurants.Design/methodology/approachA qualitative methodology was adopted. Twenty-four semi-structured interviews, direct observations, and informal conversations with starred restaurants, small wineries, and sommeliers were collected and analysed using an abductive approach.FindingsThe findings suggest that the sommelier acts as a contributor to the business relationship initiation between the small winery and the starred restaurant, performing several continuous, simultaneous, and bilateral roles toward both actors.Originality/valueThe study sheds light on the role of wine stewards in the B2B context and provides useful insights to close the theoretical gap between business relationship initiation and the role of third actors.

Incorporating usage data for B2B churn prediction modeling

The potential for predicting churn in B2B contexts remains untapped despite the growing availability of digital customer traces, particularly usage data. Nevertheless, this source provides valuable insights into customer behavior and product interaction, serving as a powerful tool for understanding customer needs and improving retention efforts. This paper aims to explore the value of usage data for B2B customer churn prediction using a real-world dataset with 3959 subscriptions from a European software provider. The contribution to literature is two-fold. First, we define a framework to structure usage data into cross-sectional features that could be included in predictive models. We study the impact of usage information on churn prediction performance along three primary components– timing, granularity, and expertise. The findings confirm the value of this data source and two of the three examined components, particularly in terms of AUC and TDL. Second, we provide insights into the carbon footprint of the entire modeling process required to integrate usage data into different machine-learning algorithms. Furthermore, to strengthen the robustness of our findings, we compare five common machine-learning algorithms in CCP. Consequently, this study uncovered unexplored aspects of usage data and practical implications for enhancing churn prediction in a B2B setting.

Facilitating Interfirm Collaboration by Using Social Media

ABSTRACT Purpose Using social media (SM) in the workplace is controversial. Managers are concerned about boundary spanners’ heavy use of SM for unproductive activities, while boundary spanners need task-focused SM usage to enhance cooperative intention, share mutual knowledge, and build long-term relations. To clarify the effects of SM usage, the authors draw on task–technology fit (TTF) theory to examine how task-focused SM usage (TSM) and relationship-focused SM usage (RSM) influence the efficacy of interpersonal guanxi in China’s emerging economy. Methodology/approach The authors test the proposed theoretical model by collecting 550 valid questionnaires of survey data from manufacturers in China. Ordinary least squares regression is used to analyze the data and test the hypotheses. Findings The results of the statistical analysis show that interpersonal guanxi improves interfirm coordination and exchange performance. Furthermore, TSM usage strengthens the positive impact of interpersonal guanxi on interfirm coordination but weakens the positive effect of interpersonal guanxi on exchange performance, while RSM usage enhances its positive impact on exchange performance but weakens the positive effect of interpersonal guanxi on interfirm coordination. Research implications This study contributes to the literature by developing and testing the TTF-based framework of interpersonal guanxi and SM usage. The finding enriches our knowledge on the roles of interpersonal guanxi in the business-to-business (B2B) context. Practical implications This study offers the guidance for firms using SM in the B2B context. SM usage should be fited with firms’ and boundary spanners’ tasks, considering the complementary and supplementary nature of SM usage. Originality/value/contribution This study tests the different roles of SM usage, i.e., TSM versus RSM, in fostering the efficacy of interpersonal guanxi, providing a meaningful perspective on firms’ knowledge activities. Moreover, by proposing a TTF-based framework of interpersonal guanxi and SM usage, it explores the informational roles of boundary spanners’ SM usage in promoting dyadic relationships.

Sustaining Success in B2B Partnerships: Exploring Intention to Continue the Relationship

This study aimed to analyze the influence of service quality, relationship marketing, perceived value, and satisfaction on intention to continue relationships in the business-to-business context of lubricant companies in Indonesia. We utilized the theoretical perspectives of the Social Exchange Theory and Expectation–Confirmation Theory. The research sample comprised 135 distributors of lubricant companies in Indonesia selected through saturated sampling. Data collection employed a survey method, and data were analyzed using PLS-SEM. The results indicate that service quality and relational marketing significantly affect perceived value while perceived value significantly influences satisfaction. However, the direct influence of perceived value on the intention to continue relationships was not significant. Conversely, satisfaction was found to have a significant positive influence on the intention to continue relationships. These findings underscore the importance of integrating sustainability principles into service quality, relationship marketing, and satisfaction strategies to foster long-term business relationships in the B2B context within the lubricant industry in Indonesia.

Simulation-based business model innovation process for business-to-business contexts

Innovating service-oriented business models in industrial business-to-business (B2B) contexts presents a complex and risky endeavor. Recently, System Dynamics (SD) modelling and simulation has been suggested as a tool for prototyping and experimentation in business model innovation (BMI). However, knowledge of how to best utilise SD in BMI is scarce. Therefore, our research objective was to develop a new simulation-based approach for BMI, particularly for B2B contexts. We conducted a two-and-a-half-year action design research study with two industrial firms, Alpha (start-up) and Beta (incumbent firm). We developed and simulated new service-oriented business models as part of the two BMI teams. Our study resulted in the simulation-based BMI process containing phases, tools/techniques, and goals. Our findings demonstrate that SD, as a dynamic and visual modelling language, facilitates collaborative and cognitive activities during BMI, such as communication, design, evaluation, and decision-making.

Green brand identity and B2B channel partners' tactical green marketing orientation: Moderating effect of brand governance

Even though environmental values and sustainable branding have garnered much attention in the B2C context, B2B contexts remain relatively less explored. This study introduces a novel synthesis of Signaling theory and Stewardship theory and examines the moderating impact of brand governance on the relationship between green brand identity, consistent communication and channel partner commitment, leading to tactical green marketing orientation. Distinguishing itself from previous research, our approach embraces a multi-perspective lens, delving into the viewpoints of both channel partners and organizations (i.e., managers). Employing an explanatory sequential mixed method design, the first phase involved an empirical survey with 248 respondents (Study 1). Subsequently, the second phase (Study 2) comprised qualitative interviews with 41 respondents. The findings from both studies converged, revealing a positive association between “consistent communication” and “attitude,” a robust connection between “attitude” and “commitment,” and a favorable correlation between “green brand identity” and “attitude,” ultimately leading to a positive relationship between “attitude” and “green tactical marketing orientation". This research significantly contributes to the comprehension of B2B green brand positioning by demonstrating, that in the B2B context, brand governance influences channel partners' commitment and tactical green marketing orientation.

Exploring the impact of green supply chain strategies and sustainable practices on circular supply chains

Purpose The study attempts to explore the effectiveness of green supply chain strategies (GSCS) and sustainable practices (SP) in achieving a circular supply chain (CSC) within a business-to-business (B2B) context. The study further investigates the moderating role of green innovation (GIN) on the relationship between GSCS and SP.Design/methodology/approach The conceptual model was developed by adopting constructs from the existing studies. A self-administered tool was created, and data were gathered from supply chain (SC) specialists in the food, energy, tire, textile and paper industries. The structural equation model was employed to test the hypothesis, analyzing 243 responses obtained.Findings The findings indicate an affirmative association between GSCS, SP and the achievement of CSC, with SP acting as a partial mediator between GSCS and CSC. Results show that GSCS and SP are crucial for transitioning toward a circular model in the SC, emphasizing resource regeneration and sustainability. The data from our sample suggest that GIN significantly moderates the relationship between GSCS and CSC. These insights underline the importance of green strategies and sustainable practices (SP) in fostering CSCs in a B2B setting. The study’s implications are significant for SC management, suggesting that firms must integrate green and SP to achieve circularity and long-term viability.Originality/value This article brings forward a distinctive perspective on sustainability within the field of SC management emphasizing the crucial need for implementing CSC and GSCS in a B2B context.

B2B Customer Value Co-Creation for Sustainable Machinery in the Food Processing Industry - A Case Study from The Netherlands

This study examines customer-centric vision and sustainable value co-creation in the B2B machine manufacturing industry. It uses a generative approach to explore B2B customer expectations, focusing on co-conception and co-design. Our research aims to integrate customer-centric benefits with sustainability goals through sustainable business models and boundary work theory. In our paper, we examine a growing circular firm in the food processing machinery sector in The Netherlands. Our study is guided by the main research question, "What actions do B2B customers expect for enhanced machinery sustainability?”. We implemented a single case study and a collaborative research framework, integrating business viewpoints to enhance theoret-ical contributions within a qualitative mixed-method approach. Our findings indicate that, reduction and repurposing of water and used water, and machines generating less food waste and processing waste are among the top expectations of the B2B customers. B2B contexts are underrepresented in customer co-creation literature, therefore our paper contributes with empirical findings to this field.

The role of conflict and opportunism on the duality of satisfaction in B2B sales relationships

PurposeThis study aims to explore the direct and indirect effects of sales opportunism and sales conflict as well as of non-economic and economic satisfaction in business-to-business (B2B) sales relationships. This understanding offers B2B buyers enhanced knowledge of sales business expectations towards sustainable business relationships in the future.Design/methodology/approachThrough self-administered questionnaires, data were obtained from 237 sales or marketing managers/directors of small- and medium-sized companies across industries in Spain, who were randomly contacted via LinkedIn. The multivariate analysis of measurement and structural models was based on IBM SPSS Amos 27.FindingsThe study confirms that sales opportunism positively affects sales conflict. Moreover, sales opportunism is negatively associated with non-economic sales satisfaction, whereas non-economic sales satisfaction is positively associated with economic sales satisfaction. Consequently, if all associates are pleased with the relationship and the gains it can provide, a long-standing orientation can be achieved.Research limitations/implicationsThe study expands existing theory on seller–buyer relationships in a B2B context. It contextualises direct and indirect relationships between two antecedents (sales opportunism and sales conflict) and two postcedents (economic sales satisfaction and non-economic sales satisfaction) in sales business–buyer settings.Practical implicationsThe study guides buyers in B2B relationships towards an improved understanding of how sales businesses perceive opportunism and conflict (as negative precursors) to impact non-economic satisfaction and how it can influence economic satisfaction.Originality/valueMost studies explore B2B relationship building from the perspective of the buyer, thereby creating a shortfall in developing an understanding of all partner expectations in B2B relational intent. Moreover, the measurement of satisfaction as a multidimensional construct secured the integration of non-economic satisfaction and economic satisfaction within a single model allowing the constructs measured in this study to be holistically assessed.

Property rights theory, bundles of rights on IoT data, and the EU Data Act

With the advance of smart IoT devices (Internet of Things) the amount of valuable data will increase dramatically. With its recently enacted Data Act (DA) the EU introduces new data access and sharing rights for the users of IoT devices. This article analyzes how the DA will change the bundle of rights on non-personal IoT data regarding who can control, access, use, share, and monetize this data. In a first step, we apply the property rights theory (esp. the approach of Barzel) for explaining the status quo of IoT data governance. Here the manufacturers can get through the technical design of their IoT devices exclusive de facto control over IoT data ("capture" of data). In a second step, we analyze how the DA changes this de facto bundle of rights in order to unlock more IoT data for innovation, competition, and empowerment of users. Since the DA is not very clear and partly contradictory, three different concepts for the design of this bundle of rights are analyzed and compared: A data holder-centric IP-like concept, a user-centric concept, and the concept of co-generated data. The article analyzes all three concepts from an economic perspective including relevant market failures regarding IoT data in B2B and B2C contexts. For achieving the objectives of the DA, especially regarding unlocking of data for innovation, bundles of rights should be chosen which reject notions of exclusivity and enable broad access and sharing of IoT data. The enacted Data Act, which still clings too much to the exclusivity of data and includes too many hurdles for data sharing, cannot be expected to contribute much to achieving these objectives.

B2B collaborative economy: a joint sphere perspective

PurposeScholars have affirmed that a conceptualization of value co-creation in business relationships should reflect the nature and characteristics of interactional processes that occur in use. The advent of sales and marketing technologies, however, is changing the nature and dynamics of interactions. New trends in digitalization have played a significant role in emphasizing and facilitating the occurrence of business-to- business (B2B) collaborative or sharing economy. The B2B sharing economy and value co-creation are closely intertwined, as businesses harness the power of shared resources and collaboration to generate value in diverse ways. This study highlights the importance of going beyond value co-creation in studying B2B collaborative economy, unpacking the interconnected value processes that influence value co-creation. It also aims at showing the activities that characterize multiple joint value spheres among actors.Design/methodology/approachThe study consists of 49 qualitative interviews with managers operating in different industries.FindingsThe paper shows that when considering digital B2B contexts, five joint value spheres in business relationships should be considered: a value co-creation, a value appropriation, a value communication, a value measurement and a value representation sphere. Each one is characterized by specific activities that are relevant from a managerial point of view.Originality/valueThis study highlights that value co-creation has often been over stressed when discussing business interactions, also with the advent of new technologies. Rather, this study offers a more comprehensive view of value co-creation that includes different value processes occurring in joint value spheres. These further processes are relevant because failure and success in business relationships within the B2B sharing economy are often dependent from activities outside the value co-creation process, which strongly affect it. Such knowledge will also open up new research venues and opportunities to better contribute to the practice of value management in business relationships.

Antecedents and consequences of procurement managers' willingness to pay for sustainability: a multi-level perspective

PurposeThe role of procurement managers is crucial for diffusing sustainability throughout the supply chain. Whether or not they are willing to pay for sustainability is an important and not yet fully understood question. The authors examine antecedents and consequences of their willingness to pay (WTP) for sustainability.Design/methodology/approachThe authors develop a multi-level framework to examine the WTP for sustainability in a B2B context. The authors test this multi-level framework with 372 procurement managers from multiple sectors and countries using partial least squares structural equation modeling.FindingsThe authors find that individual values of procurement managers and institutional pressures directly, while ethical organizational culture indirectly influence WTP for sustainability. Functional and cognitive competencies of procurement managers improve the sustainability of procurement, but not WTP for sustainability. Importantly, WTP for sustainability directly influences the performance of the procurement function which in turn is positively associated with increased organizational performance.Originality/valueThe study, examining the interplay between individual, organizational and contextual factors, provides empirical evidence on the pivotal role of procurement managers in diffusing sustainability throughout the supply chain. The findings of the study, on the one hand, contribute to the literature on operations management and sustainability, and on the other hand, guide policy and managerial actions.

Leading the transition to multi-sided platforms (MSPs) in a B2B context – The case of a recycling SME

Digital multi-sided platforms (MSP) are emerging as powerful forces to disrupt existing industry value chains in B2B. SMEs can play a crucial role in the emergence of digital platform ecosystems. Although much research has been carried out on the design and governance of digital platforms, research mainly focused on greenfield approaches in B2C and neglected the process of transformation of an established company in B2B to a MSP. Recognizing this unique opportunity for SMEs, we addressed this research gap by examining the journey of a B2B-SME to a MSP, capturing and presenting the dynamics of barriers, actions, and outcomes as generative mechanisms. Applying Moore's (1993) ecosystem lifecycle model, we developed a process model guiding SMEs to MSPs and discussed four propositions representing key activities supporting the transformation, reorganization, and emergence of the ecosystem. The results provide empirical evidence for the research on platform ecosystem emergence in B2B value chain networks. Hereby, we contribute to the call for further understanding of how B2B MSPs foster the redesign of value chains and B2B relationships between supply chain actors to enable the implementation of more sustainable business practices.