Corporate activism in B2B contexts: A typology and research agenda

IF 7.3 1区管理学 Q1 BUSINESS

Industrial Marketing Management Pub Date : 2026-01-01 Epub Date: 2025-12-05 DOI:10.1016/j.indmarman.2025.11.011

Luiza D. Braga , Matheus G. Tardin , Marcelo G. Perin , Amir Grinstein

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引用次数: 0

Abstract

Corporate activism (CA) refers to companies taking public stances on controversial sociopolitical issues. Existing research has primarily focused on consumer-facing (B2C) contexts, while activism in business-to-business (B2B) settings remains underexplored despite its increasing relevance. This study advances understanding of B2B CA through a three-stage research design. First, we conducted a systematic literature review and extracted six recurring themes: issue domains, forms of support, level of involvement, timing, temporal scope, and value chain orientations. Second, we analyzed real B2B CA cases to assess how these themes manifest empirically. Our findings reveal two unifying constructs: value chain orientation (upstream vs. downstream) and commitment tangibility (intangible vs. tangible) that synthesize the diversity of B2B CA practices. Third, based on these themes, we develop a typology of four archetypes: market-access activism, risk-shield activism, grounded activism, and market-normative activism. We conclude with a research agenda that outlines theoretical, contextual, and methodological priorities for advancing the emerging B2B CA field.

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B2B背景下的企业行动主义：类型与研究议程

企业行动主义（Corporate activism， CA）是指企业在有争议的社会政治问题上采取公开立场。现有的研究主要集中在面向消费者（B2C）的环境中，而企业对企业（B2B）环境中的行动主义尽管越来越相关，但仍未得到充分探索。本研究通过三个阶段的研究设计来促进对B2B CA的理解。首先，我们进行了系统的文献回顾，并提取了六个反复出现的主题：问题域、支持形式、参与程度、时间、时间范围和价值链方向。其次，我们分析了真实的B2B CA案例，以评估这些主题如何在经验上表现出来。我们的研究结果揭示了两个统一的结构：价值链导向（上游vs下游）和承诺有形性（无形vs有形），它们综合了B2B CA实践的多样性。第三，基于这些主题，我们发展了四种原型的类型学：市场准入行动主义、风险保护行动主义、扎根行动主义和市场规范行动主义。我们总结了一个研究议程，概述了推进新兴B2B CA领域的理论、背景和方法优先事项。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Industrial Marketing Management Multiple-

CiteScore

17.30

自引率

20.40%

发文量

255

期刊介绍： Industrial Marketing Management delivers theoretical, empirical, and case-based research tailored to the requirements of marketing scholars and practitioners engaged in industrial and business-to-business markets. With an editorial review board comprising prominent international scholars and practitioners, the journal ensures a harmonious blend of theory and practical applications in all articles. Scholars from North America, Europe, Australia/New Zealand, Asia, and various global regions contribute the latest findings to enhance the effectiveness and efficiency of industrial markets. This holistic approach keeps readers informed with the most timely data and contemporary insights essential for informed marketing decisions and strategies in global industrial and business-to-business markets.