Growing through Giving: The Role of Paying it Forward in Business-to-Business Marketing

Abstract

ABSTRACT Purpose Providing B2B marketing with insights into the nascently explored generalized social exchange dimension paying it forward. Marketing is an ongoing exchange relationship of particular significance in the B2B context, where exchanges often are indirect. Therefore, understanding the generalized exchange mechanism paying it forward is important in order to derive value from it, both as a manager of marketing teams (intra-firm) and as a participant in inter-firm exchange relationships. Methodology/Approach By reviewing extant research, this conceptual paper provides a synthesis of paying it forward exchange, how it occurs and can be encouraged in the inter- and intra-firm B2B marketing contexts and proposes a researchable and practically applicable framework, as well as a series of researchable propositions. Findings Founded on the understanding that paying it forward is an extra-role behavior (i.e., not defined by a job description or contract) that occurs both within and between firms, this work presents a conceptual framework as well as a series of researchable propositions with regard to the benefits that can be derived from paying it forward behavior. The framework proposes four different modes (peer, partner, affiliation, and alliance) under which marketers can facilitate or participate in the paying it forward type of exchange. The dimensions of the framework are relational interdependence and the intra-and inter-firm settings. These different modes emerge naturally based on the type of interaction. Depending on the circumstances, an individual could operate in any of the four modes, however depending on mode they operate in there are different key considerations to focus on. Originality/value Makes contributions to literature by providing a synthesis of the generalized social exchange dimension paying it forward, drawing conclusions, and developing a comprehensive framework and researchable propositions for marketing related intra- and inter-firm paying it forward exchange behavior. Academics and practitioners benefit from understanding the value paying it forward may provide and improve the role marketers play in both facilitating and participating in this type of exchange, yet to date this behavior has received scant attention. Practical implications Provides practitioners a synthesis of paying it forward exchange and outlines why and how it is relevant in a B2B marketing context, how it can be encouraged and what managers need to know to make use of its advantages and avoid its pitfalls.