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Industrial marketing management
Elsevier North-Holland
Industrial marketing management

Elsevier North-Holland

0019-8501

Industrial marketing management/Journal Industrial marketing managementSSCIISSHP
正式出版
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    Extending the conversation on market driving: An introduction to the special issue

    Schweitzer, FionaMalek, Stacey L.Sarin, Shikhar
    A1-A4页
    查看更多>>摘要:A vibrant body of research has studied market driving by various firms and in several industries. We attempt to further and deepen prior insights be stimulating conversations on why some market-driving attempts are successful while others fail, and on what really constitutes success in a market-driving context. This special issue presents a mix of theoretical and empirical contributions to extend our exploration of this important topic.

    Unpacking the relationship between digital capabilities, services capabilities, and firm financial performance: A moderated mediation model

    Davies, PhilipBustinza, Oscar F.Parry, GlennJovanovic, Marin...
    1-10页
    查看更多>>摘要:Extant research exploring the relationship between servitization, digitalization, and firm financial and market performance provides valuable insights, but yields inconsistent and inconclusive results. This study argues that these inconsistencies arise from the ambiguous nature of servitization. Prior research have operationalized servitization as a business model (service type) or a set of service capabilities, treating these distinct constructs interchangeably. This study, therefore, advanced the proposition that both service capabilities and service type need to be incorporated into an integrated framework. To test this, the research develops and empirically validates a moderated-mediation model for the relationship between digitalization, service type (moderator), service capabilities (mediator) and firm financial and market performance using data from 204 manufacturing firms. The results indicate that service capabilities positively mediate the relationship between digitalization and firm financial and market performance. The moderating effect of the service type on service capabilities and firm financial and market performance are more pronounced for services supporting customers than services supporting products. The findings underline the imperative for manufacturers to develop their digital capabilities to enhance their service capabilities, irrespective of the type of services they offered. The findings contribute by enriching our understanding of the relationship between servitization, digitalization and firm performance.

    Investigating governance of tolerable and intolerable dark sides in B2B dyads in post pandemic emerging markets

    Basu, ShubhabrataMalik, AshishMunjal, SurenderVenkataramanan, S. V....
    11-26页
    查看更多>>摘要:The post-pandemic disruption of the global supply chain has caused severe stresses and conflicts in business-tobusiness dyadic relationships. Furthermore, intentions to dissolve extant relationships, motivated by opportunism, or actual terminations have aggravated the situation. Drawing on the dark side literature, we investigate the precise nature of the stress-inducing antecedents, the types of manifested conflicts and their outcomes on B2B dyadic exchanges. Using a proprietary survey data set of 487 dyadic conflicts collected from conciliationarbitration cum legal experts in an emerging market, we provide insights into how tolerable and intolerable dark sides adversely affect short-term transactional and long-term relational B2B dyads, respectively. More importantly, we provide deep insights into specific and critical governance mechanisms invoked to attenuate/ accentuate the respective dark side effects on B2B dyads. We contribute by providing an end-to-end spectrum of dark sides and their governance mechanism in B2B dyadic exchanges.

    Credible vs. deceptive threat of market entry: Empirical evidence from the US airline industry

    Aghaie, SinaNoble, Charles H.Lourenco, Carlos J. S.
    27-43页
    查看更多>>摘要:Defending a competitive position in established markets when faced with new entrants is a fundamental element of competitive business-to-business dynamics. Earlier studies showcase that the market entry threats posed by potential entrants (PEs) provoke incumbents' responses to deter PEs' entry. It is worth noting, though, that not all posed market entry threats are credible and deserve an appropriate response. Accordingly, assessing the credibility of a threat is a precursor to efficiently undertaking any deterrent strategy. Drawing on signaling theory, resource-based theory, and a dynamic capability view, we develop a framework for examining the characteristics of a credible market entry threat in well-established industries. We specifically investigate how PEs' and incumbents' resources and capabilities (R&Cs) can explain the credibility of PEs' entry threats. Additionally, the moderating effect of competitive history between PEs and incumbents was examined. To test the hypotheses, we used a multi-market dataset of PE threats in the context of the U.S. airline industry from 1997 to 2016. Findings reveal that entry threats are less credible when incumbents have strong R&Cs and are more credible when PEs and incumbents have a rich history of competition in the related industries. Moreover, a rich history of competition also means that the incumbents' R&Cs lose effectiveness in undermining the credibility of the entry threat. These findings contribute to the B2B marketing strategy literature and provide managers with actionable insights for developing defensive strategies.

    Crisis induced CSR innovation: CSR implementation in B2B firms before and after COVID-19

    Magrizos, SolonHarris, Lloyd C.
    44-56页
    查看更多>>摘要:Only recently has CSR literature moved beyond a one-size-fits-all approach and explored different contexts, characteristics, or sizes of the studied firms. CSR in SMEs is unique, due to the peculiar characteristics of Small and Medium Sized firms. Literature in the CSR initiatives of B2B firms is even more limited. We aim to contribute to the literature by focusing on CSR in B2B SMEs. We do so via a longitudinal study. With extensive interviews of 24 B2B firms prior and after the COVID-19 Pandemic we explore i) how CSR differs between small and larger B2B firms, and ii) how can a crisis, such as the one caused due to COVID-19 affect these firms' implementation, motivation, and outcome of their CSR strategy. Our findings contribute to various streams of literature including B2M marketing, crises management and responsible innovations.

    Climate change risks, sustainability and luxury branding: Friend or a foe

    Mahmoud, Ali B.Kumar, VFuxman, LeonoraMohr, Iris...
    57-68页
    查看更多>>摘要:Most existing research on climate change, sustainability, and branding focuses only on consumers and fails to explain these from the perspective of business-to-business buyers. This paper addresses the integration of sustainability and luxury B2B markets, examining whether sustainable materials can be considered a source of luxury and if the perception of the climate change risk will affect that attribution. To address these questions, we develop a conceptual framework identifying the key drivers of B2B buyer acceptance of luxury brands using sustainable materials. These drivers are categorized as brand-related, product-related, market-related, consumer related, and country-related factors, alongside climate change risk as a key moderator. Additionally, the framework examines moderating factors, such as the price of the product, level of involvement, and other potential influences. Integrating academic research with managerial insights, this paper contributes to the growing body of literature on climate change, sustainability, and B2B marketing, offering a comprehensive understanding of the complex dynamics between sustainability and luxury branding in B2B contexts.

    Buyer perceptions of corporate brand extension attractiveness and fit in B2B services

    Sarasvuo, SonjaLiljander, VeronicaHaahtela, Kari
    69-85页
    查看更多>>摘要:This study explores buyer perceptions of corporate brand extension attractiveness in B2B services, focusing on influencing roles of corporate image, extension fit, and other sources of extension appeal. Two case companies are explored qualitatively in the facility service and industrial consultancy industries, including 28 semi -structured interviews with buyers of the corporate brand's original services and service extensions. Corporate brand heritage, breadth and extension frequency influenced brand extension attractiveness. Image fit and service fit were identified as dimensions of brand extension fit, while other sources of attractiveness related to service characteristics and the buying context, including buyer-seller relationship strength and the characteristics of the buying process. By exploring buying experience over time, the dynamic natures of brand extension attractiveness and fit are discussed. This study contributes to brand extension research by identifying novel sources of brand extension attractiveness to guide future studies, and by adding new understandings of the benefits and risks of business growth through extending brands in B2B service markets.

    Achieving market performance via industry 4.0 enabled dynamic marketing capability, sustainable human resource management, and circular product design

    Nayal, KirtiRaut, Rakesh D.Mangla, Sachin KumarKumar, Mukesh...
    86-98页
    查看更多>>摘要:Business-to-business (B2B) firms are striving to sustain market growth and share in dynamic marketing environment with an increasing need to protect natural resources in era of sustainability and industry 4.0. Although many firms have adapted industry 4.0 technologies, circular economy and sustainability practices in their business activities, but to sustain market growth is still a challenge. They need dynamic capabilities to face the current dynamic market instead of just resources and their capabilities. This study empirically examines whether Industry 4.0-enabled dynamic marketing capabilities and sustainable human resource management (SHRM) can enable firms to implement circular product design strategies and further improve market performance. The proposed framework is based on a dynamic capability view (DCV) and tested by structural equation modeling using survey data from 424 Indian B2B manufacturing firms. The findings show that SHRM promotes Industry 4.0-enabled dynamic marketing capabilities (IDMC); IDMC and SHRM both support implementation of circular product design strategies. Circular product design is supposed to facilitate IDMC to expand market performance. But, IDMC alone is also enough to significantly enhance market performance, despite the combined positive effect of circular product design and SHRM on market performance. These findings contribute to better understanding on what type of dynamic capabilities of organizational resources should be developed and utilized to improve market performance. The study helps firms to develop dynamic marketing capabilities such as circular product design strategies, SHRM and IDMC for helping them in improving market performance while also growing sustainably.

    Re-thinking strategic myopia: A necessary condition analysis of heuristic and firm's performance

    Czakon, WojciechKlimas, PatrycjaKawa, Arkadiusz
    99-109页
    查看更多>>摘要:At times of fast paced technology progress and global disruptions strategic myopia can be particularly harmful to firms. A narrow view of actors, events and tendencies is a firm's environment, combined with short-term preferences is widely recognized in the literature as leading to belated or inadequate responses to challenges. Manager's myopia is typically portrayed as a systematic bias, inducing underperformance. However, empirical evidence is more than nuanced in this respect. In this study, we view strategic myopia as an effective heuristic triggered in uncertain environments and specific task conditions. We use the necessary condition analysis (NCA) to examine the association between strategic myopia and firm performance through a necessity logic lens. This innovative method provides insights into the relationship between low levels of strategic myopia dimensions and firm performance in both the short- and long term. We measure strategic myopia and firm performance as multidimensional constructs on a representative sample of 658 Polish managers. Our results challenge the conventional wisdom that low strategic myopia is necessary for high performance. We highlight the nuanced role of myopia across its dimensions (i.e., competitive, cooperative, temporal, and learning) and shed light on its implications for both short- and long-term performance.

    Social media analytics for business-to-business marketing

    Agnihotri, RajBakeshloo, Khashayar AfsharMani, Sudha
    110-126页
    查看更多>>摘要:Organizations continue to incorporate social media analytics into their routines to improve their performance outcomes. However, industrial marketing literature is lagging in that it has only explored the utility of social media as a promotional tool rather than as an analytical tool. Accordingly, this study is one of the first scholarly attempts to extend the concept of social media analytics into the industrial markets and advance a theoretical (vs. technical) perspective on social media analytics. Using the organizational learning lens, we define social media analytics as activities related to the acquisition and analysis of social media data and the dissemination, retention, and utilization of the findings. This theoretical study (i) guides future academic research by providing relevant questions and (ii) offers managerial implications of social media analytics, specifically, in the B2B sales.