Journal of Business-To-Business Marketing最新文献

{"title":"Managing the Next Generation of Sales, Gen Z/Millennial Cusp: An Exploration of Grit, Entrepreneurship, and Loyalty","authors":"Michael Rodriguez, Stefanie L. Boyer, David E. Fleming, S. Cohen","doi":"10.1080/1051712X.2019.1565136","DOIUrl":"https://doi.org/10.1080/1051712X.2019.1565136","url":null,"abstract":"ABSTRACT Purpose: The current study explores the latest generation of the workforce, Generation Z/Millennial cusp, and the loyalty concerns hiring managers’ experience. The authors explore how the characteristics of entrepreneurship and grit can potentially impact employee loyalty to an organization. Methodology/approach: A content analysis using responses from 51 hiring managers and their views of the advantages and challenges of hiring from the millennial generation yielded patterns focused on grit, loyalty, and entrepreneurship. Findings: Based on the feedback from hiring managers using a grounded theory approach, we propose a conceptual model that includes three constructs that emerged from the analysis: individual entrepreneurship orientation, grit, and loyalty. The results from the content analysis suggest grit moderates the relationship between entrepreneurship and loyalty. The conceptual model proposes sales managers can hire individuals with grit to decreased employee turnover. Originality/value contribution: This study provides several contributions to the stream of research focused on Generation Z and employee loyalty. First, due to the changing demographic of the workforce, sales managers need to hire and retain younger sales professional that have different expectations; therefore, thinking differently of their hiring process. Second, the study creates an exploratory discussion that can help sales managers evaluate future talent for their organization. Sales managers may evaluate an applicant’s “grittiness” vs. those who are more entrepreneurial in spirit in order to retain those sales professionals long term.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"26 1","pages":"43 - 55"},"PeriodicalIF":1.4,"publicationDate":"2019-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2019.1565136","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47742490","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"When Does Relational Exchange Matters? Social Bond, Trust and Satisfaction","authors":"Mesay Sata Shanka, A. Buvik","doi":"10.1080/1051712X.2019.1565137","DOIUrl":"https://doi.org/10.1080/1051712X.2019.1565137","url":null,"abstract":"ABSTRACT Purpose: The extant literature on business-to-business relationship has shown that trust, relationship duration, and social bond are the key drivers of relationship satisfaction. Notwithstanding, studies on the examination of when and why these variables translate into successful relationship are still scarce and need further exploration. This research investigates the conditions under which trust and social bonds influence satisfaction in a business-to-business relationship. Design/methodology/approach: The data were collected from 159 footwear producers using a structured questionnaire. Four hypotheses were developed and tested using hierarchical multiple regression. Findings: The authors found support for all hypotheses. Social bonds and longevity are crucial in enhancing supplier relationship satisfaction. Likewise, the role of social bonds in inducing supplier satisfaction heightens over time. However, the positive association between exchange partner trustworthiness and supplier satisfaction works well only in high degree of dependence situation. Research limitations/implications: The study was based on the report on monadic data and cross-sectional design. Future research should adopt longitudinal design to overcome the shortcomings. Theoretical implications: This study advances the social exchange theory (SET) by elucidating the condition in which social bonds and trust fail to produce relationship satisfaction. Social bonds fail to enhance relationship satisfaction at the beginning of the relationship. Moreover, trust alone cannot be good enough to boost relationship satisfaction in a lose dependence context. Managerial implications: This study acclaimed a relationship-driven approach as the best choice for those firms who aspire to build a good relationship with their exchange partner. Managers should understand how and when to develop a strong social relationship with their trading partners, and recognize the situations in which to deal with honest and fair business partners in an exchange relationship. Originality/Contribution: This is one of the very few studies, which have been conducted to investigate the conditions under which the relational variable influences satisfaction in a business-to-business relationships context. It expanded the boundary of the current literature as it investigated the moderating role of relationship duration and dependence in the relationship between relational constructs and relationship satisfaction.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"26 1","pages":"57 - 74"},"PeriodicalIF":1.4,"publicationDate":"2019-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2019.1565137","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43475425","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Influence of B to B Social Media Message Features on Brand Engagement: A Fluency Perspective","authors":"Lindsay McShane, E. Pancer, Maxwell Poole","doi":"10.1080/1051712X.2019.1565132","DOIUrl":"https://doi.org/10.1080/1051712X.2019.1565132","url":null,"abstract":"ABSTRACT Purpose: Social media is increasingly drawing the attention and interest of business-to-business (B to B) organizations. Yet, B to B organizations remain cautious in their social media pursuits, in part based on a stated lack of understanding for best practices. The purpose of the current work is to take initial steps to address this challenge by identifying specific social media message features that influence online users’ engagement with B to B organizations. Methodology/Approach: This work examines the Twitter feeds of the top 50 social B to B brands (as reported by Brandwatch in 2015) to examine the effects of message features (hashtags, text difficulty, embedded media, and message timing) on user engagement, captured in terms of Twitter likes and retweets. Findings: We argue that message features that enhance fluency (e.g., images) should enhance engagement. In contrast, those that disrupt fluency (e.g., hasthags) should result in lower levels of engagement. Consistent with these predictions, we find that hashtags and text difficulty correlate to lower levels of engagement whereas embedded media in the form of images and video correlate to higher levels of engagement. Also consistent with the proposed fluency framework, we find that tweets from B to B organizations generate greater engagement on evenings and weekends. Research Implications: This research applies a fluency lens to identify specific message features that influence online engagement. In doing so, it highlights fluency as a powerful construct for understanding the drivers of B to B social media brand engagement. More generally, this work suggests fluency as a valuable conceptual lens for developing effective B to B social media strategies. This research also speaks to the complexity of B to B social media strategies – organizations must go beyond content and platform decisions, to also consider the specific features of the message. Practical Implications: Social media is becoming more and more important to B to B organizations and is as yet an underutilized engagement tool. The current work offers initial strategies regarding message features that business practitioners can incorporate into their content development strategies to strengthen engagement. Specifically, efforts should be made to attain high levels of fluency in B to B social media content development. Originality/Value/Contribution of the Paper: The current work offers initial insights as to the importance of understanding not only how social media topics/content influence engagement, but also the influence of message features (e.g., hashtags, embedded media). In doing so, it highlights fluency as a novel conceptual lens for developing more effective B to B social media strategies. Finally, it draws on actual tweets from leading B to B brands to examine the proposed influence of message features on engagement.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"26 1","pages":"1 - 18"},"PeriodicalIF":1.4,"publicationDate":"2019-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2019.1565132","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45323436","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Why B-to-B CEOs Should Be More Social on Social Media","authors":"Susan M. Mudambi, Jayendra Sinha, D. S. Taylor","doi":"10.1080/1051712X.2019.1565144","DOIUrl":"https://doi.org/10.1080/1051712X.2019.1565144","url":null,"abstract":"ABSTRACT In the era of social media more is demanded of CEOs to project a charismatic and personable public face for the company. Aside from their executive duties, CEOs are now called upon to perform this important 'personal marketing' role through their active engagement on social media. Yet studies show that CEOs, especially those of B-to-B companies, are often reluctant to perform this function – less than 50% have any significant social media presence. All the same, it is evident that social media offers numerous benefits to CEOs both at firm and personal levels: greater transparency and trust, connecting with the public, engendering the perception of authenticity, and brand-building. Additionally, millennials, as an influential demographic group, practically expect corporate CEOs to be available to communicate on social media. This practitioner note concludes with recommendations for CEOs who are venturing into the social media space for the first time.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"26 1","pages":"103 - 105"},"PeriodicalIF":1.4,"publicationDate":"2019-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2019.1565144","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43115524","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Emerging Economies of Southeast Asia: Achieving and increasing radical innovations through collaborating with buyers and suppliers by fostering trust: the Case of Viet Nam","authors":"Nguyen Thi Mai Anh, Lei Hui, Vu Dinh Khoa","doi":"10.1080/1051712X.2018.1537559","DOIUrl":"https://doi.org/10.1080/1051712X.2018.1537559","url":null,"abstract":"ABSTRACT Radical innovation in product and services have become more important for firms to gain competitive advantages and stay ahead in the competition. In the supply chain, more and more suppliers endeavour to collaborate with buyers in order to develop new products and services. Trust is believed as a determinant of successful collaboration for innovation. Therefore, the purpose of this research note is to investigate the relationship between suppliers’ trust in buyers and supplier-buyer collaboration and how this relationship relates to radical innovation in the context of a developing country. This research note is based on a quantitative approach to analyse the data of 225 firms in Vietnam- as a developing country. The proposed model is tested with exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modelling (SEM). Findings show that suppliers’ trust in buyers can facilitate information sharing, joint decision making, and benefit/risks sharing among them. Furthermore, our results indicate that collaboration between supplier and buyers in sharing information, joint decision-making process can result in radical innovation. The results also confirmed that supplier’s trust in buyers can lead to radical innovation through information sharing and joint decision making. The findings of this study have an implications for developing the long-term relationship between suppliers and buyers and help firms to achieve radical innovation in emerging economies. By having trust in buyers, suppliers can save time and efforts in communicating with buyers. Also, managers can encourage buyers to take part in the creative process to develop new products and services and help firm to gain the sustainable competitive advantages. This study also contributes to the literature by providing a theoretical model of successful supply chain collaboration and radical innovation, which can be applied in the context of developing countries. This study investigates the role of supplier’s trust in the supplier-buyer collaboration in the context of a developing country to achieve radical innovation. Our study emphasizes the role of trust in the implementation process of collaboration in which suppliers and buyers share information, risk, and benefit and jointly make decisions on developing new products and services.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"25 1","pages":"357 - 372"},"PeriodicalIF":1.4,"publicationDate":"2018-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2018.1537559","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44523419","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Business-to-Business communication in a dynamic environment: A systematic adductive analysis referring to ramp-up management","authors":"Claudia Gesell, Andreas H. Glas, Michael Essig","doi":"10.1080/1051712X.2018.1532664","DOIUrl":"https://doi.org/10.1080/1051712X.2018.1532664","url":null,"abstract":"ABSTRACT The aim of this research note is to take stock of existing knowledge on the topic of Business-to-Business (B-to-B) communication and to conceptualize the exchange of information between buyers and suppliers in a dynamic environment. The dynamic business environment is referring to new product ramp-ups. Ramp-up, defined as the period between the completion of development and a stabile serial production, is of high importance for the success of manufacturing companies. During ramp-up, product specification, production machinery, and the number of finished products change over time. It is assumed that improved B-to-B communication is beneficial to achieve a high ramp-up performance. For the purpose of this research note a systematic review of the literature is used to analyze the status quo of existing communication concepts in ramp-up management. The article conducts a content analysis of a sample of 86 subject-relevant articles from academic journals. These preliminary findings suggest that, although B-to-B communication plays a central role in the management of (ramp-up) dynamics, the stock of knowledge in this peculiar area is limited to few specific findings. Communication is often mentioned as relevant, but further guidance on details, e.g. communication channels, roles, behavior, or communication content, is lacking. This research note identifies research gaps in the B-to-B communication literature regarding buyer-supplier communication in dynamic business situations and proposes several directions for future research. Managers should acknowledge that B-to-B communication is repeatedly mentioned in the literature as a source for improving competitiveness. Proper communication in buyer-supplier relationships becomes more important but also more challenging in dynamic business environments. This research note is addressing dynamic business environments and is focusing the role of B-to-B communication in production ramp-ups. Knowledge on the topic is consolidated, e.g. influence factors on communication, what provides a number of implications for practice and future research.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"25 1","pages":"339 - 355"},"PeriodicalIF":1.4,"publicationDate":"2018-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2018.1532664","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42960770","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Service Business Markets: Relationship Development in the Maritime Industry","authors":"Ekaterina Besson","doi":"10.1080/1051712X.2018.1519968","DOIUrl":"https://doi.org/10.1080/1051712X.2018.1519968","url":null,"abstract":"ABSTRACT Purpose: Prior literature has acknowledged the growing importance of service business markets (SBMs). However, relatively little research has examined the relationships and the motives for relationship development in SBMs. The aim of this paper is to investigate the nature of relationships and the various motives for relationship development between service provider and customers. Methodology: This paper adopts a qualitative research strategy and a case study approach. The context is the maritime industry. One of the largest container terminals in China represents a unique and revelatory case study, wherein nine container terminal-shipping line dyads are the units of analysis. The data were mostly collected via 34 semistructured interviews with maritime industry professionals. The data were triangulated by including archival records and industry reports. Findings: The interdependence and nonidentical nature of service delivery episodes are identified and considered to add to the knowledge on SBMs. This research provides evidence of the applicability of three groups of motives—economic, strategic, and social—for relationship development to SBMs. The motives are found to coexist and to have greater or lesser weight in the actors’ decision making depending on external factors, such as industry and company development stage, and internal factors, including the companies’ common vision and desire to collaborate. Contribution: Academic papers have usually focused on specific types of motives, associated with a particular theoretical framework (e.g. transaction cost theory). Motives have rarely been discussed from multiple theoretical lenses. When motives are identified it is not clear what they really imply in different contexts, and what factors cause them to appear. This paper provides a number of contributions. First, it integrates several theoretical perspectives and specifies three groups of motives for relationship development in SBMs: economic, strategic, and social. Second, through the analysis of empirical findings the paper provides a deeper understanding of each group of motives, proposing an integrated framework of motives and the factors affecting their appearance. Subsequently, the research is carried out through a dyadic perspective, which is relatively rare in SBM research. A dyadic perspective allows similarities and differences in actors’ perceptions and actions to be illuminated. Finally, the research brings in a relatively new and important context—the Chinese maritime industry. Practical implications: Knowing the needs and motives of counterparts can greatly assist SBM actors in formulating their strategies and planning their investments. It is also important that actors realize that the extent to which the other side is open to collaboration depends on the interplay of various motives. In general, business professionals should realize that end users increasingly perceive various service delivery stages within a supply cha","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"25 1","pages":"273 - 297"},"PeriodicalIF":1.4,"publicationDate":"2018-09-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2018.1519968","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41903802","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Two-step Influence Tactics: Exploring How Coercive Power is Exercised in Channel Triads","authors":"Wen-Shinn Low","doi":"10.1080/1051712X.2018.1519969","DOIUrl":"https://doi.org/10.1080/1051712X.2018.1519969","url":null,"abstract":"ABSTRACT Purpose – Most research on the power issue has taken a dyadic view, implicitly assuming that power is employed directly and successfully on one target via a single route without stakeholders. When such a direct approach is unsuccessful or impractical, however, power holders may influence their targets via third parties. This study, from a triadic point of view, details how the coercive power is exercised through two-step maneuvers, and what differences are between power exercise in the dyads and that in the triads. Methodology/Approach – In-depth interviews were conducted with four suppliers in different industry settings. Findings – Four types of two-step influence tactics are identified on the basis of strategic nature (covert/overt) and the pathways of influence (single/multiple). Differing from the power usage in a dyad without stakeholders, the power usage with the stakeholders in a triad was found to (1) reduce the levels of dependence on the target firm; (2) alleviate the conflicts and retaliation; (3) alter the power direction and influence strength; and (4) add more rooms for the power holder to manipulate the influence tactics. Research implications – The findings of this study expand the understanding of an under-researched dimension of coercive power usage and leverage by connecting the different stakeholders in the channel triads. The four coercive power tactics and their drivers show how the shift of power source from a dyad to a triad impacts on the target firm’s behavior and overall network performance. Practical implications – The findings also provide some guidance for practitioners, so that they may use the two-step coercive influence tactics more appropriately based on the different strategic nature and pathways of influence in the marketing channels. Originality/Value – This study contributes to the literature by providing a conceptual framework and variables for analyzing the two-step power tactics in the channel triads.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"25 1","pages":"299 - 317"},"PeriodicalIF":1.4,"publicationDate":"2018-09-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2018.1519969","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45893629","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Investigating the Moderating Effects of Perceived Technological Change on Sales Force Acceptance","authors":"M. Obal, Todd A Morgan","doi":"10.1080/1051712X.2018.1519971","DOIUrl":"https://doi.org/10.1080/1051712X.2018.1519971","url":null,"abstract":"ABSTRACT Purpose: Prior literature has shown that the acceptance of new technologies can improve the long-term performance of sales forces and firms. However, new technologies are likely to introduce obstacles to acceptance, especially for those technologies that represent a massive change for the user. Sales force members who drastically change their work processes in order to integrate a technology sacrifice both time and effort and may be distracted from their primary goals (e.g. hitting deadlines or sales goals). Thus, we investigate how perceived technological change can negatively moderate individual motives to accept a new technology. Furthermore, we analyze how managerial support can help overcome the acceptance issues caused by perceived technological change. Methodology/approach: Data for this study was collected from 163 sales force members via an online survey. Respondent data was collected using a private market research firm that provides access to online panels. We utilize structural equation modeling for factor analysis and ordinary least squares (OLS) regression for testing the hypotheses. Findings: We find that perceived technological change negatively moderates the influence of individual goal orientation on to acceptance of new technology. We also find that managerial support, as opposed to team goal commitment, will positively moderate an individual’s goal orientation onto acceptance of new technology. This suggests that managerial support is necessary in order to encourage acceptance of technologies that present drastic change for the end user. Post-hoc analysis takes a deeper look into potential curvilinear effects, a three-way interaction, and differences among categories of technologies. This analysis reveals that the negative influence of perceived technological change specifically affects the acceptance of behavioral-based technologies, as opposed to outcome-based technologies, thus necessitating the moderating influence of managerial support. Contribution: This study demonstrates the acceptance issues presented by technologies associated with drastic perceived technological change. This article identifies and suggests how to more appropriately enhance acceptance of technologies that introduce drastic changes by sales force employees, thus enhancing potential long-term organizational performance.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"25 1","pages":"319 - 338"},"PeriodicalIF":1.4,"publicationDate":"2018-09-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2018.1519971","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41583829","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"An Investigation on Incentive Strategies in Community Building in Business-to-Business Electronic Markets","authors":"Xiaoling Li, Xinjian Li, Rui Wang","doi":"10.1080/1051712X.2018.1519966","DOIUrl":"https://doi.org/10.1080/1051712X.2018.1519966","url":null,"abstract":"ABSTRACT Purpose: Community building is recognized as an important governance mechanism in business-to-business (B-to-B) electronic markets by enhancing firms’ participation in these platform markets. However, little research has been done regarding the role of incentive strategies in community building. The main purpose of this paper is to understand how to motivate merchants to participate in a merchant community with incentive strategies. Methodology: Data were collected in a community of a large B-to-B electronic platform market in China. We randomly chose a sample of 605 participants from among all merchant firms registered in this community, and track their behaviors for 2 weeks. Their behaviors are recorded based on our research design. Findings: With the empirical analysis from a community of a large B-to-B electronic platform market in China, our results show that (1) both platform and peer incentive strategies can significantly enhance community participation, while platform incentives is more effective in general; (2) platform incentive strategy is a more effective strategy as seller firm uncertainty increases; (3) peer incentive strategy is a more effective strategy as buyer firm uncertainty increases. Originality: This paper is among the first to investigate two types of incentive strategies in community building, platform level and peer level. We also investigate the moderating role of market uncertainties due to market participants from seller and buyer when examining the effectiveness of these two incentive strategies.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"25 1","pages":"261 - 272"},"PeriodicalIF":1.4,"publicationDate":"2018-09-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2018.1519966","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41699726","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}