Industrial Marketing Research Research Articles

The evolution of marketing research in the context of digital transformation of society

Marketing research’s relevance in digital transformation is paramount for ensuring business process efficiency. The article aims to analyse the impact of new digital tools on marketing research, identify the main advantages of these methods, and develop recommendations for their optimisation. The methodology involves a comprehensive approach, which includes analysing the experience of international companies, assessing the market, and the practice of applying the latest technologies in marketing research. The results revealed that using big data and social media analytics increases the accuracy and efficiency of marketing campaigns. The article highlights the need to adapt digital approaches to market specifics and consumer needs. The study results indicate that the revenues of the marketing research industry significantly influenced global GDP from 2009 to 2022, with the most substantial impact observed in North America and the weakest in Latin America. The practical significance lies in integrating modern technologies into the marketing research process, which requires marketers to have high technological proficiency. The article outlines the role of data privacy, which demands a responsible approach to information from companies. Several recommended measures are provided to improve marketing research, implement personalised strategies, and enhance staff qualifications. The prospects for further research include developing comprehensive programs that enable the effective use of digital technologies in marketing research.

The IMP research on business networks: a systematic literature review and research agenda

More than 40 years of Industrial Marketing and Purchasing (IMP) research have revealed that in b2b markets, business exchange is carried out in continuous buyer–seller relationships. This involves direct and indirect interaction and dynamics resulting in significant related social and material investments and in extensive interdependencies that confer on the business landscape a market-as-network structure. Since the introduction of this ideas, research on business networks has been richly alimented by researchers of the IMP community. Yet, we do not have a clear overview of what this literature has covered in the last twenty years (in the period 2002–2022), in parallel with the many changes that have affected business landscape. With this study, we aim to examine what is the status of the last 20 years of IMP literature specifically dealing with the business networks level of analysis (45 articles) and to offer key directions for imminent research in this domain while analyzing and synthesizing extant literature.

Insurance needs of digital nomads and predictions for future

PurposeThis study aims to determine the impact of digital nomadism on the relationship between tourism and traditional insurance models, the opportunities and challenges that digital nomadism brings to the insurance industry and future predictions.Design/methodology/approachA review approach was used, utilizing industry reports, statistics, market research and previous studies.FindingsDigital nomadism will directly bring about the development of personalized insurance products and services. The journey that began with digital health insurance will propel the industry to entirely new horizons.Originality/valueThe study offers a new perspective in this field by addressing the relationship between digital nomadism and the insurance industry.

МАРКЕТИНГОВІ ДОСЛІДЖЕННЯ НА ПРОМИСЛОВИХ ПІДПРИЄМСТВАХ

Marketing is the most difficult to manage sphere of activity of the enterprise. Due to various contacts with the market (one way or another), there are numerous touch points and, as a result, as many control requirements. It is advisable that marketing activities are not limited to solving current problems, but will include, for example, projective analysis of information about customers. Therefore, in order to meet the set requirements, management systems must be flexible and multifaceted. Here the problem appears quite clearly: the management system that meets the requirements of the organization can be quite cumbersome and complex. Economic evaluations of the effectiveness of the marketing activity of an industrial enterprise must be carried out on the basis of general methodological approaches to the evaluation of production and a generally accepted system of indicators. In addition, the differences may lie only in the standards of comparison used, without changing the methodology itself and the system of evaluation indicators. The purpose of the article is to determine the current methods of marketing research in industrial markets. Industrial marketing research is a broad field of activity related to the systematic collection, processing and analysis of data in the field of marketing competence of industrial companies. Their goal is not only to identify problems, but also to identify market opportunities related to achieving the desired competitive position in a specific market. Industrial marketing research includes analysis of sales volumes and marketing opportunities, sales forecasting, and determination of market supply and demand curves. Data obtained during market research are used to perform basic management functions, such as planning and controlling the activities of the entire industrial enterprise. Industrial marketing research often involves the search for primary data when definitive research is needed or when supporting data is limited for decision making.

Selection Of Cosmetic Products According To Awareness Of Girls Students Of Ayodhya District Of U.P.

The present paper focuses on the understanding of awareness and attitudes of adolescents towards the use of cleanliness products. The college students include were females of a similar age group of 19-26 years. It was found that the female students in the four-target age group have a similar awarding pattern, price, and celebrity brand are two major factors influencing awareness preferences. The study was conducted through interview schedule reporting for the awarding behavior and satisfaction level.48.3 percent of college students were aware of pears soap for use which acquires rank first whereas 35-8 percent of female students were awarded Dove soap and only23.3 percent of students tried to award lux and santoor although 97.5 percent respondents were fully satisfied as for as refresher after body cleaning affair. All of 85 percent of students like to be aware of Patanjali soap due to the protection of the skin. Awareness is a common phenomenon in the modern marketing world. Female students are classified to induce the students to made make marketing awarding selections. Results of the awareness regarding marketing strategies and promotional methods, they try to change the female student’s decision-making through buying. The process of this study is to examine the student’s attitudes towards awareness of bathing products. The results and implications are useful for future research. The present paper aims to focus on the awareness of female student’s for soap among college girls in the district of Ayodhya. A sample of college female students was selected on the basis of stratified random sampling methods as respondents. The results of the analysis showed that students different differed in preference of soap. The preference of the majority of the college female students are lux toilet soap, ponds, pears, dove, santoor, and Patanjali soap. Challenges and Issues: The key aspect of consumer buying behavior is marketing segmentation. Consumers can be grouped into different sections or part, including product usage, demographics, and psychological and lifestyle segments. In any industry market research is vital because it ensures that the manufacturer produces the customer’s actual want or demand and not their imagination or conjecture on the consumer’s want or need. Whenever an industry understands the customer’s needs, it helps in improving their marketing strategies. Some of the issues of the consumer are: • The industry or company must understand the reaction (thinking, feeling, reasons of any action) of the consumer and the selection of diverse options like brand or products. • The consumer’s influence in relation to the environment. • Consumer’s behavior while making decisions or shopping for a product. • Inadequate knowledge or information of a product control decision-making and marketing result. Introduction

New-buy situations and emerging public buying centers

The buying center concept and various buying situations are core components of industrial marketing research. Currently, organisational buying literature neglects public buying and has difficulties understanding new-buy situations involving innovation processes. Based on an exploratory case study, we examine four pre-commercial procurement projects which provide valuable insight into new-buy situations that involve innovation processes. Firms (suppliers) collaborate with public organisations (customers) and learn about emerging public buying centers throughout the projects. We contribute with a model highlighting the value of collaboration between firms and public organisations based on information sharing, expectation alignment and strategic repositioning. Over time, the collaboration supports firms and public organisations to influence and identify emerging buying centers and gain understanding of how they are organised and operate and the decision-makers within them.

Role of inter-organizational systems in driving tourism businesses forward in the post-COVID-19 new normal

PurposeThis study aims to explore how inter-organizational systems (IOSs) drive tourism businesses to a new normal based on the resource-based view through the supply chain of tourism and information and computer technology used in IOSs.Design/methodology/approachData were collected from the management of tourism businesses, and stratified sampling was used in the study. The authors selected 1,000 travel agencies as the study sample, mailed the research questionnaire to their managers and received 252 completed questionnaires. The authors analyzed the data using the partial least squares approach.FindingsIOS is seen as a transformational service mechanism that provides a dynamic support weapon for members of the tourism supply chain. Tourism businesses should look for suppliers providing comprehensive services through IOS, excellent quality tourism products and customized tourism products to enhance the competitiveness of tourism businesses in the new normal.Originality/valueThis study provides an industrial marketing research perspective on tourism businesses facing the challenges of the new normal. For tourism businesses, technological innovation allows for changes in the strategies and procedures for their transformation and improves the business model of tourism businesses in the new normal.

Recent Advances in Enabling Green Manufacture of Functional Nanomaterials: A Case Study of Bioinspired Silica.

Global specialty silica production is over 3 million tonnes per annum with diverse applications across sectors and an increasing demand for more complex material structures and surface chemistries. Commercial manufacturing of high-value silica nanomaterials is energy and resource intensive. In order to meet market needs and mitigate environmental impacts, new synthesis methods for these porous materials are required. The development of the bioinspired silica (BIS) product system, which is the focus of this review, provides a potential solution to this challenge. BIS is a versatile and greener route with the prospect of good scalability, attractive process economics and well controlled product materials. The potential of the system lies not only in its provision of specific lead materials but also, as itself, a rich design-space for the flexible and potentially predictive design of diverse sustainable silica nanomaterials. Realizing the potential of this design space, requires an integrative mind-set, which enables parallel and responsive progression of multiple and dependent research strands, according to need, opportunities, and emergent knowledge. Specifically, this requires development of detailed understanding of (i) the pathways and extent of material diversity and control, (ii) the influences and mechanisms of scale-up, and (iii) performance, economic and environmental characteristics and sensitivities. Crucially, these need to be developed for the system overall, which sits in contrast to a more traditional research approach, which focuses initially on the discovery of specific material leads at the laboratory scale, leaving scale-up, commercialization, and, potentially, pathway understanding to be considered as distinctly separate concerns. The intention of this review is to present important recent advances made in the field of BIS. Specifically, advances made along three research themes will be discussed: (a) particle formation pathways, (b) product design, and (c) scale-up and manufacture. These advances include first quantitative investigation of synthesis-product relationships, first structured investigation of mixing effects, preparation of a broad range of functionalized and encapsulated silica materials and continued industrial engagement and market research. We identify future challenges and provide an important foundation for the development of new research avenues. These include the need to develop comprehensive and predictive product design models, to understand markets in terms of product cost, performance and environmental considerations, and to develop capabilities enabling rapid prototyping and scale-up of desired nanomaterials.

A Legacy of Breakthrough Research And Respect for Tradition

![Figure][1]</img> In 2014, when John Ford partnered with Jenni Romaniuk on what was thought to be a three-year term as a co-editor of the Journal of Advertising Research , the market research industry was bedazzled by objects bright and shiny. Not only were new advertising platforms popping up for

Post-Pandemic Reflections on Challenges and Opportunities for Marketing Research in the 21st Century

The role of marketing is evolving rapidly, and design and analysis methods used by marketing researchers are also changing. These changes are emerging from transformations in management skills, technological innovations, continuously evolving customer behavior, and most recently the Covid-19 pandemic. But perhaps the most substantial driver of these changes is the emergence of big data and the analytical methods used to examine and understand the data. To continue being relevant, marketing research must remain as dynamic as the markets themselves and adapt accordingly to the following: data will continue increasing exponentially; data quality will improve; analytics will be more powerful, easier to use, and more widely used; management and customer decisions will increasingly be knowledge-based; privacy issues and challenges will be both a problem and an opportunity as organizations develop their analytics skills; data analytics will become firmly established as a competitive advantage, both in the marketing research industry and in academics; and for the foreseeable future, the demand for highly trained data scientists will exceed the supply.

It ain’t over till it’s over: exploring the post-failure phase of new ventures in business networks

Purpose To the best of the authors’ knowledge, this paper is a first attempt to deal with the phenomenon of new venture failure from the business network perspective of the Industrial Marketing and Purchasing (IMP) Group. In particular, this study aims to explore the post-failure phase of a new venture to investigate what happens to the new venture’s resources and relationships in the aftermath of its failure and the role of the entrepreneur in this process. Design/methodology/approach The paper builds on an explorative multiple case study of two failed new ventures, unfolding the failure and post-failure phase: evidence from both cases is confronted and discussed. Findings This study shows that the post-failure is a complex phase of recombination of activities and residual resources that may lead to new business opportunities. It is discussed that residual resources influence the direction and extent of post-failure activities in terms of restrictions as well as opportunities to restart new projects or ventures. It is also shown how the entrepreneur deals with the “business remains”. Originality/value While much attention has been devoted to new ventures’ failure, the paper focuses on the post-failure phase, an almost neglected topic in industrial marketing research. This study sheds some new light upon the journey through which entrepreneurs come to develop the set of resources, activities and relationships that are not only key to the establishment of the venture but also relevant in the complex and intricate trajectories of post-failure.

The future of marketing analytics in the sharing economy

The rise of sharing economy has accelerated the growth of marketing analytics to match demand and supply in industrial markets. However, the conceptualization of marketing analytics remains unclear in the sharing economy. Theorizing market turbulence as the dark side of the sharing economy, this study presents a marketing analytics capability model using dynamic capabilities and contingency theories to advance thought and practice in industrial marketing research. Using a thematic analysis and a survey-based empirical study on B2B cloud sharing platforms (n = 252), the findings present pattern identification, real-time solutions and data governance as the antecedents of marketing analytics capability with its holistic effects on marketing agility and marketing effectiveness. The empirical findings further support the mediating role of marketing agility and the moderating impact of market turbulence on marketing analytics-effectiveness and marketing agility-effectiveness chain. Overall, our results contribute toward a more nuanced understanding of the dark side of market turbulence on marketing analytics capability dynamics in the sharing economy.

Temporality, temporariness and keystone actor capabilities in innovation ecosystems

The last years have witnessed a growing scholarly interest in innovation ecosystems, including how keystone actors establish and orchestrate collaborative innovation. In parallel, temporary collaborative innovation efforts are becoming increasingly important to address societal problems. Temporary structures are also used to create a sense of urgency to prompt change. Thus, innovation ecosystems often incorporate temporary structures. However, while keystone actor capabilities to orchestrate an ecosystem over its lifecycle have been studied, the needs for capabilities to coordinate multiple parallel processes with different temporal logics have not been addressed. In this paper, we contribute to the literature on innovation ecosystems in industrial marketing research by examining the challenges and opportunities associated with temporary structures in an innovation ecosystem. Furthermore, we theorize on the implications for the keystone actor orchestration capabilities. The paper is based on a longitudinal case study of a construction project that was used by a keystone actor to gain momentum in its innovation work. Fourteen innovation projects, each involving external partners, were connected to the construction project. We conclude that temporary structures are powerful to enhance innovation, but that preparation is essential to enable the seizing of opportunities in a collaborative and transitory context. Specific orchestration capabilities relate to integrating a linear, time-bound logic with an iterative innovation logic, and to matching ambitions in at the temporary systems with capabilities at the level of the permanent organizations. An important aspect is to find a balance between temporary external resources and long-term internal resources.

Clearing the paradigmatic fog — how to move forward in business marketing research

Although research in business-to-business (B2B) marketing has significantly increased, critical voices questioning the managerial relevance and theoretical innovativeness of the discipline abound. To find reasons for the alleged stagnation and forward the discipline, obtaining a better understanding of its current knowledge bases is essential. We aim to provide a meta-theoretical analysis of the B2B research domain by analyzing its major research communities and their paradigmatic ways of producing knowledge. The key premise is that the North American mainstream tradition (NAM) and the industrial marketing and purchasing (IMP) group-driven research approach form the dominant research cultures of B2B marketing. Paradigmatic profiling is used as a method of analysis for making the underlying assumptions and intellectual goals of the two communities transparent, enabling a rational assessment of their strengths and weaknesses. By contrasting the two paradigms, we highlight the fragmented knowledge base, identify neglected issues and unanswered questions, and suggest how to advance theory construction in the field. By analyzing the implicit assumptions and silent drivers of the NAM and IMP research communities, the study adds to our understanding of why we conduct this kind of research, how we can make better informed decisions concerning our studies, and how we might break free from the invisible paradigmatic cages to advance our discipline.

Implemetation of The Simple Additive Weight (SAW) Method for Recommendations for City Survey On Company Projects

DEKA has multiple expertise in the market research industry by conducting various types of research through qualitative and quantitative methods to generate valuable and actionable insights, guiding clients in the process of reviewing, learning, and developing strategic marketing plans, as well as customer-oriented organizational transformation. Deka also provides data-driven strategies and recommendations, taking into account the key purchase drivers for customer acquisition, brand revitalization, product/service, innovation, price optimization, and marketing communication strategies. To obtain quality data, it must also be carried out in an appropriate manner starting from project preparation by compiling a Job summary, conducting kick-off meetings both externally and internally, preparing the team in the field, compiling a budget plan, consolidating with the teams involved through briefings and making the implementation guidelines and the timeline

Seeing the Bigger Picture: Why Market Research History Matters?

Market researchers and the market research industry more generally have paid little attention to the history of market research. This inattention to the past has not only resulted in a significant gap in our knowledge of market research and history more generally, it has also obscured the benefits that can be derived from an understanding of history. Using letters, reports and survey contained in the Ashby Research Service archive at the State Library of New South Wales in Australia, this article seeks to illustrate the benefits to be derived from undertaking historical research on market research and those involved in the market research business. By examining some of the cultural factors informing market research business practices and the ways that the marketing and the media industries have interacted with market researchers, this article not only takes step in addressing the gap in our knowledge of market research history, it also demonstrates the relevance and importance of market research history for business and marketing historians and, indeed, market research scholars and practitioners.

The Insights Industry: Towards a Performativity Turn in Market Research

While market research has been the cornerstone of the intelligence ecosystem, the emergence of ‘insights’ vendors is re-shaping the market. Adjacent practices, ranging from competitive intelligence, social listening and data science, could relegate market research to legacy status in firms. This investigation explores how expert market researchers respond to the commoditisation of market research techniques and their diminishing access to the client’s organisation to address this issue. The findings show that market researchers are adapting – effectively reinventing themselves as ‘insights’ professionals – through the following four initiatives: (1) offering solution services, (2) creating architectures that integrate organic and designed data, (3) making heroes in the client’s organisation and (4) forging performative relationships based on strategic guidance. These initiatives shift market research from ostensive (descriptive or declarative) to performative (effectual or actionable). Theoretically, the article conceptualises the changes in the market research industry through the performativity lens.

Entrepreneurship research guide design at Canadian university libraries

This environmental scan reviews the entrepreneurship research guides at 17 Canadian universities to examine how librarians are prioritizing resources and resource instruction online. The research guides were evaluated on criteria such as core subject competency coverage, the use of proprietary databases versus open access resources, and the inclusion of instructional content. When comparing the subject coverage of the examined guides against the core subject competency rankings for entrepreneurship librarians (Toane & Figueiredo, Journal of Business & Finance Librarianship, 23(1), 35–62, 2018), a gap was identified for certain subjects. Industry research and market research were identified as top priorities in both cases, but international business research was given a low core subject competency ranking yet it was the only subject covered by all examined guides. This research will inform entrepreneurship librarians on the subject coverage of entrepreneurship guides from other institutions in order to identify gaps in their online coverage of topics and make improvements to their own guides.

Participation by design: Integrating a social ecological approach with universal design to increase participation and add value for consumers

BackgroundPhysical activity is an essential component of a healthy lifestyle. Health clubs encourage sustained healthy lifestyles but are still largely not accessible to people with disabilities. Cost is a barrier for accessibility enhancements. HypothesisWe postulate that: (A) universal design coupled with a social ecological approach improves measured accessibility compared with existing fitness facilities constructed since the adoption of the ADA; (B) increased accessibility coupled with an environment friendly to people with disabilities attracts more participants to a YMCA than predicted by traditional industry market research producing a recovery of the cost of increased accessibility; and (C) attitudes of facility members toward people with disabilities may improve if an accessible facility facilitates more personal interactions between people with and without disabilities. MethodsAccessibility is measured with the Accessibility Instruments Measuring Fitness and Recreation Environments (AIMFREE). Cost recovery is determined by comparing excess membership revenue to the cost of universal design elements beyond regulatory requirements, and attitudes toward people with disabilities are measured with the Attitudes Toward Disabled Persons Scale. ResultsAIMFREE scores were significantly higher than comparison facilities in all areas except for equipment, parking, training, and programs. Excess revenue exceeded the extra cost of accessibility enhancements and attitudes toward people with disabilities did not change. ConclusionsUniversal design coupled with a social ecological approach improves accessibility in fitness facilities and results in a reasonable payback time. Attitudes toward people with disabilities did not change in a YMCA designed to accommodate people with disabilities.

IMP: it’s time to get emotional! Understanding the role of negative emotions in dynamic decision-making processes

Purpose The purpose of this paper is to investigate the current industrial marketing and purchasing (IMP) research that has a vague positioning of the bounded rationality of an actor. By borrowing insights from other disciplines, this study aims to develop the IMP approach further by acknowledging the importance of individuals who act and make decisions on behalf of their companies. Design/methodology/approach This study is conceptual. By examining the IMP studies in combination with decision-making literature from behavioral economics and psychology, this paper provides a new understanding of the phenomenon in question. Findings This study demonstrates that individual decision-making is not as rational as has previously been thought, thus indicating the bounded rationality of the actor. After examining the most common negative emotions that influence the decision-making process, the paper presents a research agenda. It provides a series of research topics and methodological choices for future IMP research endeavors. Research limitations/implications As this paper is conceptual, empirical research is needed to examine the role of negative emotions in dynamic decision-making processes. Practical implications Managerial implications of this paper are focused on providing instructions for managers on how to deal with negative emotions in dynamic decision-making processes. Originality/value To the best of the authors’ knowledge, this paper is one of the first papers that attempts to connect the IMP studies with the dynamics of decision-making by examining negative emotions in the business world.