B2B Context Research Articles

The Use of the ‘Job to Be Done’ methodology to identify value co-creation opportunities in the context of the Service Dominant Logic

Organizations that operate in B2B contexts adopt value-creation strategies aimed at customer loyalty. Based on the concepts of the Service Dominant Logic (SDL), the study proposes the use of the Job to Be Done (JTBD) technique as a method to support the implementation of SDL concepts, applying the Outcome Driven Innovation (ODI) approach. Results of a survey carried out with 450 customers of a chemical company pointed out that the jobs revealed by the customers, once solved, actually result in better performance, thus contributing to confirm the adequacy of the technique for the purpose of identifying and prioritizing customers with greater potential for co-creation. The study also evaluates the variable ‘professional management’ as a moderator of this relationship and confirms that the solution of the jobs considered relevant by the customers, in a context of professional management, enhances co-created value.

Perceived Quality and Relationship Quality as Antecedents and Predictors of Loyalty in the Chemical Industry: A Literature Review

Several kinds of research in the past examined relationship quality as antecedents in B2B industries. The literature review extends a prior study by linking perceived quality with relationship quality as antecedents and predictors of customer loyalty. This study is a review of customer loyalty antecedents with the chemical industry as a content object. Perceived quality has two dimensions of tangible product and service. Referring to past research, there is no single universal relationship quality framework. This literature study refers to the relationship quality framework with a content of trust, satisfaction, and commitment. The authors investigate the relationship between perceived quality with trust and satisfaction, trust with commitment, commitment with loyalty, and satisfaction with loyalty. Every construct describes the definition and connection among constructs. Some chemicals industries are put as object examples to explain constructs in industry practice. This literature review finds a developed framework with relevant constructs that influence loyalty in the B2B context. By understanding the framework and connection among constructs, firms can develop a relationship program purposely to achieve customer loyalty.

Impact of positioning strategies on franchise fee structure

Despite its importance, positioning has not received due attention in the business-to-business (B2B) context. Using franchising as the B2B context, this study identifies the positioning strategies employed by franchisors and investigates their relationship with the franchise fee structure, i.e. upfront fee and royalty rate. Content analysis of 100 franchisor websites (Study I) reveals three broad types of positioning strategies used – reliability (signaled by franchising experience, network size, internationalization and ownership percentage), service orientation (signaled by classroom and on-the-job training, and support), and selectivity (signaled by franchisee net worth). Next, using data for 1234 US franchisors (Study II) this study finds that both upfront fee and royalty rate are positively associated with network size, classroom and on-the-job training; and negatively with franchising experience and support services. In addition, internationalization is positively associated with only royalty rate; and ownership percentage and franchisee net-worth are negatively associated with only upfront fees. This study extends B2B positioning literature by offering a typology of brand positioning strategies and evidence that positioning strategies influence price premiums.

Lowering penalties related to stock-outs by shifting demand in product recommendation systems

Recommender systems focus on the various algorithms and techniques to get the most accurate prediction of users' preferences. We propose a method designed to consider actual stock levels in the recommendation process in order to shift demand toward specific products for a specific user. The method is displayed in two phases; the first is a categorization of customers, and in the second, item scores are corrected to take into account customer categorization and a company's strategy in stock allocation. Low inventory products will be recommended only to high lifetime value customers, and high inventory products will be recommended more often to all users. Based on a real situation from an industrial partner in a B2B context, experiments were conducted on simulated data representing recommender systems' scores modeled over data. Results indicate that penalties resulting from the recommendation of stock-out products are lowered.

Customer referencing as business actor engagement behavior – Creating value in and beyond triadic settings

The rising impact of customer engagement is increasingly evident in business markets. This paper studies customer referencing as an important manifestation of engagement behavior in the business-to-business (B2B) context. To extend extant research, which has thus far examined referencing almost exclusively from the seller's viewpoint, we study how referencing affects value creation in business networks. We explore resources contributed and gained though referencing and the resulting value outcomes for the entire reference triad (the seller, the reference customer, and the prospective buyer). Empirically, the paper draws on an extensive field study conducted in knowledge-intensive business service industries. The results explicate how customer referencing affects value creation within and beyond the triad, by i) enhancing or impairing actors' internal processes; ii) strengthening or damaging relationships between the triad actors; and iii) facilitating exchange in their broader business network. The paper contributes to research on customer referencing by explicating its role in value creation on a network level. As one of the first studies on engagement in the B2B context, this paper contributes to the emerging actor engagement research by analyzing how influencing behavior operates in a business network. These insights can help firms to facilitate exchange in complex markets.

An investigation of shippers’ satisfaction and behaviour towards corporate social responsibility in maritime transport

Anchoring on the theory of planned behaviour (TPB), the current paper investigates the moderating influences of shippers’ corporate social responsibility (CSR) beliefs on their satisfaction and behaviour towards shipping firms’ involvement in CSR. It also analyses organisational and environmental factors that shape shippers’ CSR beliefs. Survey data were obtained from 276 shippers with business offices located in Singapore, and analysed using multi-sampling approach and linear regression modelling. The results show that shippers with strong CSR beliefs derive greater satisfaction, and exhibit stronger behavioural intentions towards shipping firms’ involvement in CSR. In addition, shippers’ CSR beliefs are influenced by shippers’ organisational characteristics such as (1) firm’s age, (2) firm’s size, (3) degree of internationalisation, (4) types of products shipped, and environmental factors such as (5) perceived environmental and social threats, (6) perceived level of competition, and (7) level of CSR practices in headquarters. The results contribute to TPB research application in both B2C and B2B contexts, and motivate changes to the current marketing and communication practices of shipping firms.

VAT Aspects of Installation Projects in Bulgaria

Installation projects can consist of various transactions with different VAT implications. The consequences are more complex in an international context, e.g. when foreign suppliers and subcontractors are involved. In this article, the author analyses some of the main VAT aspects of installation projects in Bulgaria in a B2B context that need to be considered by foreign participants in such projects.

Descrição de um Caso Envolvendo Marketing de Experiência Através de Patrocínio Esportivo no Segmento B2B

The objective of this paper is to describe the experiential marketing through sports sponsorship strategy used by a sporting goods trade company that act in a business-to-business relationship (B2B) context. This paper is based on authors who argue that in the relationships of the B2B segment, can be influenced by emotional attributes and the evidence that sports sponsorship is a way to communicate these attributes. From the Content Analysis of semistructured interviews, four categories were identified: 1) Organizational Culture of the Company; 2) Context and History of Sponsorship actions, 3) Sports Sponsorship; 4) Returns with Experiential Marketing, where the considerations point out that Experiential Marketing through a sport sponsorship in the B2B context must count on professionalism, consistency between the corporate culture and sponsored object, as well as establishing action plans so that the desired return is won.

Perceived globalness and localness in B2B brands: A co-branding perspective

This research explores the topics of perceived brand globalness (PBG) and perceived brand localness (PBL) in the B2B context—specifically in terms of how brand localness and globalness factor into B2B buyers' decision making. It does so by examining co-branding relationships that involve alliances between well-known global and local B2B brands with unknown B2B brands in order to tease out the specific influence of brand globalness and localness on buyers' quality evaluations of the unknown brand. In other words, it considers the potential spillover effects of well-known PBG and PBL ally brands on lesser-known focal brands in brand alliances. Notably, we analyze data collected from a sample of Brazilian and U.S. based purchase decision-makers and uncover a number of robust findings likely to benefit both academics and practitioners.

The service recovery paradox in B2B relationships

PurposeThis study aims to explore the service recovery paradox (SRP) in business to business (B2B) relationships. Previously, this phenomenon has been identified in consumer-facing industries. The research advances the marketing literature by highlighting the ways in which the antecedents of the service recovery paradox differ between B2B and consumer markets.Design/methodology/approachThis research draws upon findings on the SRP in the consumer setting and service failure literature in business to consumer and B2B contexts. For the analysis, interview data were collected from 43 informants among clients and service providers in the aftermath of a service failure.FindingsThe authors propose an exploratory model of the SRP for B2B relationships. In the B2B setting the propensity of eliciting the SRP depends on (1) the characteristics of the service failure, (2) the attributes of the service recovery and (3) the shared subjective perceptions among boundary spanners.Practical implicationsEmpowered operating-level employees, straightforward communication, immediate responses and action plans that ensure future conformance are the key factors to turn service failures into increased customer satisfaction.Originality/valueThis study is the first to transfer the SRP from consumer marketing into the B2B domain. Moreover, it derives an exploratory model of the SRP, which can be refined by future research.

Descrição de um Caso Envolvendo Marketing de Experiência Através de Patrocínio Esportivo no Segmento B2B

The objective of this paper is to describe the experiential marketing through sports sponsorship strategy used by a sporting goods trade company that act in a business-to-business relationship (B2B) context. This paper is based on authors who argue that in the relationships of the B2B segment, can be influenced by emotional attributes and the evidence that sports sponsorship is a way to communicate these attributes. From the Content Analysis of semistructured interviews, four categories were identified: 1) Organizational Culture of the Company; 2) Context and History of Sponsorship actions, 3) Sports Sponsorship; 4) Returns with Experiential Marketing, where the considerations point out that Experiential Marketing through a sport sponsorship in the B2B context must count on professionalism, consistency between the corporate culture and sponsored object, as well as establishing action plans so that the desired return is won.

Determinantes da Intenção de Continuidade de Relacionamento entre Pequenos Varejistas e seus Fornecedores de Materiais de Construção Hidráulicos

Objetivo: Identificar os fatores determinantes da inteno de continuidade do relacionamento entre pequenos varejistas de materiais de construo e seus fornecedores, testando um modelo em que a confiana exerce um papel central. Mtodo: Validao preliminar das escalas e posterior emprego de Modelagem de Equaes Estruturais, para testar o efeito mediador da confiana na inteno de continuidade do relacionamento em 127 pequenos varejistas. Originalidade/Relevncia: Pouco se investigou do relacionamento de pequenos varejistas e grandes fornecedores de materiais de construo, apesar da relevncia econmica do setor. Ainda, ressalta-se a dificuldade de se obter informantes no contexto B2B. Resultados: A confiana uma varivel mediadora para a continuidade do relacionamento e est associada ao papel do vendedor no atendimento e suporte (caractersticas do vendedor), a adequao do mix de produtos (competncias do fornecedor) e na preocupao do fabricante em entender as necessidades do segmento e demonstrar motivao para conduzir os conflitos de canal (sintonia com o fornecedor). Contribuies tericas/metodolgicas: Os resultados do estudo indicam concordncia com os principais pressupostos tericos, reforando a utilizao destes construtos em estudos futuros. Contribuies sociais / para a gesto:O profissional de vendas se constitui no elo entre o pequeno varejista e o fabricante. Ressalte-se ento, a relevncia de aes de treinamento e capacitao para a equipe de vendas.

Influence of interfirm brand values congruence on relationship qualities in B2B contexts

Adopting a new perspective of brand values, this study explores the influence of brand values congruence between buyers and sellers on relationship qualities in B2B contexts. To expand knowledge on this issue, the authors introduce the construct of brand identification to explain how brand values congruence exerts influence. The results show that self-enhancement congruence and self-transcendence congruence positively affect brand trust, word of mouth, and value co-creation through the mediating role of brand identification. In addition, brand sensitivity positively moderates the effect of self-enhancement congruence on brand trust, word of mouth, and value co-creation through brand identification. However, the mediated moderation effect disappears in self-transcendence congruence. On the basis of these findings, the authors present implications for B2B companies with regard to developing effective branding strategies in accordance with brand values.

The relationship between marketing mix and retailer-perceived brand equity

PurposeA huge investment launching the marketing program is made by the manufacturers to establish brand loyalty with retailers and other supply chain partners; however, what is the impact of these efforts on retailer-perceived brand equity (RPBE) is scarcely investigated in a business-to-business (B2B) context. The purpose of this paper is to investigate the impact of Nu Green – a brand of tea as a manufacturer’s marketing efforts on RPBE.Design/methodology/approachBased on the positivist paradigm, the authors followed a survey-based approach to collect data from 125 retailers of Nu Green Tea brand from Indonesia. The collected data were rigorously analyzed by means of structural equation modeling.FindingsThe results reveal that elements of marketing efforts such as supplier image, distribution strategy, and push and pull promotions have a significant impact on the RPBE of Nu Green.Originality/valueThis research extends the understanding of retail marketing in a B2B context by investigating the impact of marketing efforts on RPBE.

A comparative study of corporate user-generated media behavior: Cross-cultural B2B context

Because blogging is become more prevalent in both personal and professional contexts, many companies obtain useful information from user-generated media (e.g., blogs). Due to the significant growth of this phenomenon, businesses in developed (e.g., United States) and developing countries (e.g., Kuwait) have become more engaged in the blogging behavior of their employees.The main objectives of this study are: (1) to lay the groundwork for understanding the critical factors that lead to corporate bloggers' stickiness to corporate user-generated media sites (e.g., corporate blogs or corporate social media accounts) and (2) to understand organizations' awareness of the potential liabilities resulting from the actions of managers or employees in violation of different laws when blogging for the company. The study uses survey data collected from managers in the United States (U.S.) and Kuwait to meet these objectives.Five hypotheses are tested in this study. The results of the structural model indicate that corporate bloggers' attitude, corporate bloggers' subjective norm, and corporate bloggers' perceived behavioral control are positively related to corporate bloggers' stickiness to blog. The results also suggest that corporate bloggers' perceived behavioral control leads to corporate bloggers' commitment to blog. Finally, the results indicate that corporate bloggers' stickiness to blog is a positive predictor of corporate bloggers' commitment to blog.The results further suggest that corporate bloggers' stickiness to blog partially mediates the relationship between corporate bloggers' perceived behavioral control and their commitment to blog. Overall, the results of the structural model for the U.S. and Kuwait samples generate similar findings. The implications of this research offer potential theoretical and managerial contributions for both the U.S. and Kuwait.

The behavioural response of the professional buyer on social cues from the vendor and how to measure it

PurposeVendors’ social cues – physical or behavioural hints – have an impact on the professional buyer. However, little is known about that impact. The purpose of this paper is to place knowledge about the impact of social cues that other disciplines acquired in the context of business-to-business (B2B) marketing to contribute constructively to the research agenda.Design/methodology/approachBy integrating findings on the processing of social cues and the behavioural response from the disciplines of neuroscience, biology and psychology (specifically the behavioural inhibition system [BIS]/behavioural activation system [BAS]-theory), this paper aims to provide an interdisciplinary perspective on the automatic evaluation of vendors by professional buyers.FindingsSocial cues are likely to be of substantial value in the (first) encounter between buyer and seller. Positively evaluated social cues create an approach-motivated behavioural intention, whereas negatively evaluated ones create avoidance. This process is probably predominantly mediated by trust and moderated by personality and contextual factors.Research limitations/implicationsThis paper stimulates research about the impact of social cues in a B2B context. While such knowledge would add practical value, this paper also explores possibilities for managers to use neuroscientific techniques to assess and train sales agents.Originality/valueThe impact of social cues is hardly covered in the B2B marketing literature, but they have an important impact on B2B decision-making. The conceptual framework combines the BIS/BAS theory (approach/avoidance) with the SOR-model (stimulus-organism-response), which is unique to the B2B marketing field.

Assessing the role of emotions in B2B decision making: an exploratory study

PurposeEmotions in business-to-business (B2B) interactions are relatively unexplored when compared with business-to customer (B2C) industry wherein sufficient evidence implicating the role of emotions in decision-making is available. This study aims to explore the role of emotions in B2B decision-making, and a customer experience model is suggested for the B2B industry.Design/methodology/approachThe qualitative research methodology using structured and semi-structured interviews along with a repertory grid technique was followed during the study. Purposive sampling was done to identify respondents who were involved in the vendor choice process either as a buyer or a seller in their respective organizations.FindingsExploratory research conducted during this study supports the presence of five dimensions of customer experience – sensory, emotional, relational, behavioural and intellectual – in a B2B context. The study further indicates that the experiential value for B2B decision-making is derived from functional, symbolic, emotional and cost values which are assessed by the buyer during their interaction with the product or the service ecosystem and has an impact on the purchase intentions of an industrial buyer.Originality/valueThis paper identifies the role of specific customer experience dimensions in a B2B environment and proposes the role and mechanism of emotional factors affecting the decision-making process in B2B exchange.

Servitization strategies from customers’ perspective: the moderating role of co-creation

PurposeThis paper aims to investigate the moderating role of co-creation in the implementation of servitization strategies in the pharmaceutical industry in a business-to-business (B-to-B) context. More specifically, this investigation explores the impact of different levels of services (base, intermediate and advanced) on servitization and on performance by using co-creation as a moderating factor.Design/methodology/approachA research framework was developed and empirically tested in the pharmaceutical sector. Data collection was conducted through the online distribution of questionnaires. The final sample included 219 pharmacy stores, and the data were analysed using structural equation modelling.FindingsMain findings suggest that when the level of co-creation of the design of services is high, there are significant effects of servitization on firm performance. The moderating effect of co-creation is illustrated in regard to intermediate and advanced services, but results referring to the impact of intermediate services on servitization appear non-significant with a low degree of co-creation. No significant effects could be found for the impact of base services on performance and servitization for both high and low degrees of co-creation. Findings show an impact of advanced services on performance through the mediating effect of servitization when the degree of co-creation is high.Originality/valueMost research concerning servitization has been done from the perspective of manufacturers and service providers. This study adds value to the literature because it was designed from a customer’s perspective. Moreover, it contributes towards the conceptualization of the servitization research strategy and business models in a B2B context. This is accomplished through the investigation of the moderating effect of co-creation on the impact of the different levels of services on servitization and on performance.

Adoption strategies of social media in B2B firms: a multiple case study approach

PurposeThe purpose of this study is to clarify business-to-business (B2B) firms’ strategies of social media marketing communication. The study aims to explore the factors contributing to the formation and adoption of integration strategies and identify who the B2B firms target.Design/methodology/approachA multiple case study approach is used to compare four multinational corporations and their practices. Face-to-face interviews with key managers, and extensive readings and observations of the firms’ websites and social media platforms have been conducted.FindingsThe study results in a model, illustrating different processes of selection, adoption and integration involved in the development of social media communication strategy for B2B firms. Major factors involved in determining the platform type, and strategies used within different phases and processes are identified.Research limitations/implicationsAs the chosen methodology may limit generalizability, further research is encouraged to test the model within a B2B context especially within small and medium enterprises as only large multinational corporations were investigated in this study.Practical implicationsThe paper provides insight into how B2B marketers can align social media with their firms’ goals through the strategic selection of platforms to reach the targeted audience and communicate their message.Originality/valueThe study uncovers the benefits gained by B2B firms’ through interaction with individuals on social media. This is a significant contribution as the value of such interaction was previously undefined and acted as a barrier for adopting social media in some B2B firms.

Emotional appeals in UK business-to-business financial services advertisements

PurposeThe purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of such appeals.Design/methodology/approachIn Study 1,834 print advertisements collected from British newspapers were content analysed. In Study 2, semi-structured interviews with 17 business owners operating a business current account with a British bank were carried out.FindingsEmotional appeals are embedded in B2B financial services advertisements, and business owners acknowledge the presence of emotional appeals; however, the perceived congruency between emotional appeal and financial services could not be established as participants reported a largely utilitarian, need- and benefit-driven decision-making process.Research limitations/implicationsAccurately measuring emotions aroused through advertisements is considered a limitation. In addition, the sample of participants considered for this research project was small and medium-sized business owners.Practical implicationsEmotional appeals should be used in conjunction with detailed rational information about financial products, as emotional appeals only arouse interest. Relationship is considered crucial in capitalising on the emotionally appealing advertisements. Customers must feel appreciated and loyalty should be rewarded.Originality/valueThe paper responds to numerous calls for more research into the role of emotional influences on the relationships in a B2B context and on the behaviour of business customers.