Journal of Business-To-Business Marketing最新文献

{"title":"Brand Identity-image Congruence: A Framework for Business-to-business Banks in South Africa","authors":"K.M. Zwakala, P. Steenkamp","doi":"10.1080/1051712X.2021.1974170","DOIUrl":"https://doi.org/10.1080/1051712X.2021.1974170","url":null,"abstract":"ABSTRACT Purpose A fundamental element of brand-building is communicating what a brand is and what it stands for. Clarifying a brand’s identity may yield sustained competitive advantage. Moreover, aligning a brand’s identity to its image is vital in business-to-business (B2B) services, where a firm’s actual character and performance serve as critical sources of differentiation. This study proposes a comprehensive Brand Identity-Image Congruence (BI-IC) framework for B2B banks within South Africa. Methodology An interpretivist qualitative research design was adopted. The BI-IC framework was derived from an empirical exploration of the applicability of the Brand Identity Prism (BIP) in selected B2B banks. To explore the applicability of the BIP dimensions, depth interviews were conducted with bank marketing executives who were instrumental in brand strategy formulation. Findings The findings revealed that some BIP dimensions (physique, personality, culture and relationships) were applicable to the study context, while reflection and self-image were inapplicable in the same sector. Consequently, an amended version of the BIP is submitted in the form of a BI-IC conceptual framework for B2B banks. Originality/value This study contributes to two areas of the brand identity school: (i) it empirically explored the applicability of the BIP in a new context; and (ii) the BI-IC framework is the first of its kind as there is no universally accepted B2B bank Brand Identity-Image Congruence framework. Therefore, this study makes a unique contribution to brand management literature.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"28 1","pages":"283 - 305"},"PeriodicalIF":1.4,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42298815","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":"B to B Sellers’ Skill Level in Sales Performance – Frameworks and Findings","authors":"Nils M. Høgevold, R. Rodríguez, G. Svensson, Carmen Otero-Neira","doi":"10.1080/1051712X.2021.1974169","DOIUrl":"https://doi.org/10.1080/1051712X.2021.1974169","url":null,"abstract":"ABSTRACT Purpose This study focuses on a framework of sales performance drivers, considering four areas of seller skills, and seven dimensions that the literature generally recognizes as affecting sales performance in B2B settings. The four areas and seven dimension of seller skill level are as follows: (i) interpersonal abilities, including communication as well as presentation skills; (ii) degree of adaptiveness, considering seller ability to modify both the sales approach and the sales behavior; (iii) selling-related knowledge, covering product and market-knowledge skills; and (iv) sellers’ use of technology. As a whole, assuming a pivotal role played by seller skills, the research objective is to empirically verify a conceptual framework based on B2B seller skills in the context of sales performance. This study responds to a recent call to use meta-analyses to increase research-based knowledge in the sales domain. This study offers an empirical testing of a research framework for the identification and understanding of those skills that sellers need to embrace handling and increasing value in business relationships with customers in B2B settings of tangible products. The methodology relies on a questionnaire survey using a deductive approach. A total of 315 companies were ultimately selected to take part in the study, so as to represent a range of companies from different industries and corporate sizes within the product-oriented business sector of Norway (i.e. services-oriented companies are not included). The companies were identified from the Standard Industrial Classification (SIC 2007). A total of 236 questionnaires out of 315 were returned, generating a response rate of 74.9%. Methodology/Approach An exploratory factor analysis was undertaken to falsify or confirm the seven-dimensional framework of skill level. The initial factor analysis consisted of 21 items with three per dimension. The principal component method was applied to reveal the pattern in the factor solution. An orthogonal approach (varimax rotation) was applied to rotate the factor solution. The multi-item measures of each dimension were selected and modified from various sources. The empirical findings provide a foundation for further studies on sales performance. In particular, the findings can be used to assess the relationship between seller skill dimensions on sellers’ objective and subjective performance in B2B sales settings. The findings can also be used to assess the relationship between these skill-level indicators on sellers’ economic and non-economic satisfaction. Findings Companies could use the reported findings to organize and structure the process of B2B seller planification. This study offers seven verified categories of seller skill level. Companies should focus on each category in relation to their specific industry, so as to optimize sales performance. Seller skills become relevant with respect to taking into consideration the context of sales performa","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"28 1","pages":"265 - 281"},"PeriodicalIF":1.4,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44956155","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":"Supplier Satisfaction in Buyer–Supplier Relationships: Assessment from Supplier Perspective","authors":"Kunal K. Ganguly, Santanu Roy","doi":"10.1080/1051712X.2021.1974167","DOIUrl":"https://doi.org/10.1080/1051712X.2021.1974167","url":null,"abstract":"ABSTRACT Purpose A long-lasting buyer–supplier relationship is vital for any business organization to be successful. The purpose of this study is to explore the factors that affect the supplier satisfaction in buyer–supplier relationships and to explore their causal relationships. Methodology The work is an attempt to probe the issue of supplier satisfaction in a purchasing relationship and the various factors that might have a bearing on this relationship. An instrument, developed for this purpose after conducting wide-ranging discussions with Heads and Operations Officers of supplier firms as also the available literature on the subject, was validated through pilot testing. A selection of nearly 300 Indian suppliers comprised the respondent firms in our study who were invited to participate in our online or paper-based survey. Partial Least-Squares path modeling (PLS) was the technique chosen to evaluate the proposed model. Findings The paper builds on earlier research on the topic to replicate their study in a new context. The major findings of our research relate to the following aspects: (a) assess the importance of supplier satisfaction for the buying firm to receive preferred customer status, (b) re-establish the importance of cooperation as a precursor for managing the buyer–supplier relationship, and (3) apply the PLS analyses method to evaluate the factors and their order in terms of their contribution to the overall supplier satisfaction level. The results show that the important positive effects on supplier satisfaction in buyer–supplier relationships are the ones linked to cooperation, coordination, payment policy, and purchasing policy by this order. Research implications This study extends previous meta-analyses suggesting that proper cooperation could be the source of a competitive advantage enjoyed by the firms on both sides of the supply chain. The present study provides a guidance toward conducting future research on satisfaction measurement in buyer–supplier relationships from the perspectives of both buyers and suppliers. Practical implications The present study explores how factors like conducive policy, transparent communication, and coordination efforts by the buyer affect the value in the buyer–supplier relationships. Our findings present three direct implications for managers of buyer firms. First, the work provides an empirically grounded argument for making conscious efforts toward improving cooperation with supplier firms to achieve better supplier satisfaction. Second, the work provides guidelines to the managers for prioritizing synergetic investments in developing sustainable and fruitful relationships with suppliers. Third, the study results indicate a word of caution for managers who aim to simultaneously improve the buyer firm’s information technology (IT) capability while ignoring its integration with the IT infrastructure or the lack of it that exists in the supplier firms. Originality/Value This paper investi","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"28 1","pages":"247 - 264"},"PeriodicalIF":1.4,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46746455","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":"Exploring Textual Modes, Imagery and Claims in B to B and B to C Print Advertising","authors":"David A. Gilliam, Justin Munoz, Fernando R. Jiménez, Seunghyun Kim, Christopher M. Kyle","doi":"10.1080/1051712X.2021.1974166","DOIUrl":"https://doi.org/10.1080/1051712X.2021.1974166","url":null,"abstract":"ABSTRACT Purpose This exploratory inquiry examined 35 types of textual modes (stories, metaphors, puns, etc.), imagery, and claims in both business-to-business (B2B) and business-to-consumer (B2C) print advertising. This framework for ad content could form the foundation for further efforts with other media. Methodology/Approach A content analysis compared B2B advertising with that of B2C firms. It also compared B2B firms with and without B2C advertising experience. Print ads are a well-established context and thus provided a stable research platform that shares fundamental elements with digital ads. Qualitative surveys of advertising industry workers, content analysis of award winning ads, and analysis of the creators’ comments on the award winning ads expanded the research. Findings The results from 270 print ads showed that advertisers in general failed to employ many of the elements examined. B2B ads lagged behind B2C ads in employing some elements as well. Further, those B2B advertisers without B2C experience lagged those with B2C experience. The ads also appeared formulaic since they used a small set of elements intensively. The causes for this proved complex and ambiguous. Research Implications These insights can help researchers target important ad elements for research projects. Also, the framework used here may serve to aid researchers in creating frameworks for evaluating ads across other media. Practical Implications Ad designers should be able to take better advantage of less used tools of persuasion and create ads that are less formulaic. Advertisers may find tools here for evaluating the ads created for them. Originality/Value/Contribution The results should provide researchers and practitioners with a clearer view of print ad content. The results may also facilitate improved management of ad creation. The framework developed for classifying textual modes, imagery, and claims in print ads may also be adaptable to classifying content in digital and other advertising to facilitate integrated marketing communications.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"28 1","pages":"223 - 245"},"PeriodicalIF":1.4,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48768799","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":"Reciprocating Business Model Innovation – How Client and Supplier Models Interact","authors":"M. Stone, Eleni Aravopoulou, Ryan Stott, B. Parnell, J. Machtynger, Liz Machtynger, B. Foss","doi":"10.1080/1051712X.2021.1920701","DOIUrl":"https://doi.org/10.1080/1051712X.2021.1920701","url":null,"abstract":"ABSTRACT Purpose The purpose of this article is to show the relationship between changes of industry business model on the supplier side and changes in business model on the client side, using the information technology industry as an example. This is the first paper to investigate supplier-side industry-wide business models and identify their consequences for client-side industry-wide business models. Methodology The methodology is a review of academic and gray literature and conceptual analysis, applied particularly to three client-side industry case studies – financial services, airlines and online video streaming services Findings Changes in the business model on the client side may be contingent on the products and services that emerge from the information and communications technology industry as it changes its business models. Practical implications Client-side companies formulating their business strategies in industries which are highly dependent on successful information management should factor developments in the information and communications technology industry business models into account in their planning. They should also consider how they can influence business model change on the supplier side by changes they make to their information management strategies and processes. Research implications The implications for research are that researching investigating changes in business models, particularly in relation to clients of the IT industry, should consider whether there have been changes in business models on the supplier or client side, and whether and how they have interacted.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"28 1","pages":"187 - 202"},"PeriodicalIF":1.4,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43737146","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 Impact of the Negotiators’ Personality and Socio-Demographic Factors on Their Perception of Unethical Negotiation Tactics","authors":"Hamida Skandrani, Lilia Fessi, Riadh Ladhari","doi":"10.1080/1051712X.2021.1920700","DOIUrl":"https://doi.org/10.1080/1051712X.2021.1920700","url":null,"abstract":"ABSTRACT Purpose; The study aims to examine the impact of a negotiator’s profile (personality, gender, age and experience) on his perception of unethical negotiation tactics. Design/methodology/approach; A survey has been conducted among 220 middle manager employees and chief executive officers (CEOs) who are directly involved in the negotiation processes and activities for their organizations. A component factor analysis (CFA) was first performed. Then, a multiple regression analysis and ANOVA analysis were conducted to test the study hypotheses. Findings; The study suggests that negotiators with a high level of ‘openness to experience’ perceive the use of ‘traditional competitive bargaining’ and ‘inappropriate information gathering’ as ethical. However, ‘conscientious’ negotiators perceive the use of ‘misrepresentation of information’ and ‘inappropriate information gathering’ as unethical. In addition, negotiators with a high level of ‘agreeableness’ perceive the use of ‘misrepresentation of information’ as inappropriate. ‘Misrepresentation of information’ was perceived as more inappropriate for women than for men. Finally, older and highly experienced negotiators perceive ‘inappropriate information gathering’ as unethical more than younger and less experienced ones. Research limitations/implications; The study measures perceptions rather than actual behavior. Practical implications; The study findings could help firms to identify the more suitable profiles in terms of socio-demographic variables and also personality traits for positions related to negotiation with their stakeholders, especially for those with more long-term orientations. Social implications; Recognizing the potential of businesses to provide an important contribution to society and the large influence of business ethics in people’s everyday lives, including business managers’, trigger a better grasp of the factors that help alleviate unethical practices and that nurture a business culture embedded in an increasing demand for business ethics worldwide. Negotiators are not the exception. Hence, identifying which personality traits are likely to predispose negotiators to endorse unethical negotiation tactics may help shape training programs suitable to produce favorable inclinations to comply with ethical negotiations’ principles. This seems to be possible, on the face of the recent findings suggesting the likelihood of personality traits changes, following the implementation of some particular actions. Originality/value; To the best of our knowledge, this study is among the few that examine the impact of the negotiator’s personality traits and his socio-demographic variables on his perception of the appropriateness of negotiation tactics. This study is in line with calls to reconsider the role that personality plays in negotiation processes, ethical/unethical behavior and outcomes, after a long period of skepticism among scholars as to its significant impact.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"28 1","pages":"169 - 185"},"PeriodicalIF":1.4,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44912447","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 Firms Use of Multiple Social Media Platforms on Relationship Sales Performance: An Institutional Perspective","authors":"K. Kooli, Nektarios Tzempelikos, Mohamad Yassine Hammouda","doi":"10.1080/1051712X.2021.1920697","DOIUrl":"https://doi.org/10.1080/1051712X.2021.1920697","url":null,"abstract":"ABSTRACT Purpose: Overwhelmed by the huge rise in the number of social media (SM) platforms, B to B firms have been increasingly using multiple social media (SM) platforms to enhance their relationships with their customers. The purpose of this study is to investigate the influence of the competitive pressure to use SM on B to B firms use of multiple SM platforms, organization and individual SM competences and on relationship sales performance. Method: An online survey is implemented to collect data from B to B firms from different industries in an emerging market, i.e. Kuwait, to produce 152 usable questionnaires. Structural equation modeling is carried out using Smart PLS 3. Findings: The main findings show that competitive pressure to use SM fully influences relationship sales performance through individual social media competence. It also influences relationship sales performance through two mediations (1) organizational SM competence, (2) on a less important level, through the use of multiple SM platforms and organizational SM competence. Additionally, both organization and individual SM competence are found to significantly influence relationship sales performance. Implications: This study uncovers the complex mechanism through which competitive pressures to use social media influence both individual and organization social media competence and their relationship with their customers. It demonstrates that the use of multiple SM platforms significantly increases relationship sales performance, but this influence is weak. Therefore, top managers must choose the right number of SM platforms and design clear SM strategies. Originality: This study sheds light on the influence of competitive pressure to use SM on B to B firms’ relationships with their customers i.e. relationship sales performance. This coercive pressure could potentially spread B to B firms’ resources over a large number of SM and lead to poor SM presence. The study also emphasizes the role of top management in choosing the optimal combination of SM platforms and developing their organization SM competence.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"28 1","pages":"105 - 123"},"PeriodicalIF":1.4,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48981128","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 Marketing in the Light of the Evolution of the Business Environment","authors":"Nektarios Tzempelikos","doi":"10.1080/1051712X.2021.1920696","DOIUrl":"https://doi.org/10.1080/1051712X.2021.1920696","url":null,"abstract":"Introduction and overview of the special issue Organizations are undergoing deep transformation pertaining to, financialization, globalization and digitalization. In recent decades, “financial markets” shaped western societies and emerging markets. Besides, globalization has transformed economies and societies in distant parts of the world (Arnold and Sikka 2001). Transformation is also associated with digitalization. Indeed, significant and substantial data are exchanged instantly and continuously within and between organizations as well as individuals. In this context, new opportunities as well as threats, e.g. new markets, more efficient management strategy, stakeholders power balance, blurry organizational frontiers, constantly expose decision makers to new challenges. These deep transformations influence the way organizations design, perform and monitor many of their activities, e.g. marketing management, internal marketing, digital marketing, social media marketing, information and knowledge management, business ethics etc. (Bouwman et al. 2018; Christen et al. 2019; Parviainen et al. 2017; Riedl et al. 2017). Whilst a large number of organizations are adhering to this dynamic, many others are still lagging behind. In order to change, organizations need to implement creative solutions taking into account issues such as organizational structure, timeframe, expected outcome, their location/ place/physical/digital environment, their ethical conduct among others. Such issues call for new insights into how organizations from different backgrounds are surfing such complex realities. Against this background, the development of this special issue has been inspired by both the aforementioned advances and the 4th Edition of the LIGUE International Conference – in collaboration with Bournemouth University, the Academy of Marketing Business-to-Business Special Interest Group (UK), the Retailing and Digital Marketing Research Center (Canada) and the Association for the Promotion of Innovation and Quality (APIQISCAE, Tunisia) – addressing the theme of “Deep Transformation and the Future of Organizations”, in Tunis, 6 & 7 December 2019. This special issue “Business-to-Business Marketing in the Light of the Evolution of the Business Environment” was developed by Nektarios Tzempelikos (Anglia Ruskin University, School of Management) and brings together six superb articles discussing the latest thinking about recent changes in the business environment and their implications for business-tobusiness marketing. The papers are positioned both in terms of the recent changes in the economic and business setting such as digital/social media interaction between buyers and sellers and in terms of how business-to-business companies can utilize advancements on the information technology field such as digital transformation and social media applications to respond to the evolution of the complex business environment. We next elaborate on the specifics of the special iss","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"28 1","pages":"101 - 104"},"PeriodicalIF":1.4,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42473584","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":"Developments in B to B and B to C Marketing and Sales Automation Systems","authors":"M. Stone, Neil Woodcock","doi":"10.1080/1051712X.2021.1920702","DOIUrl":"https://doi.org/10.1080/1051712X.2021.1920702","url":null,"abstract":"ABSTRACT Purpose This viewpoint article considers the impact of the latest developments in information and communications technology on the automation of and support for marketing and sales. It compares the situation in business to business and business to consumer markets and identifies the similarities and differences between the two. It compares the situation with what is being covered in academic literature – mostly CRM systems, social media and platform supply – and identifies gaps in academic research – with the purpose of giving clear guidance for academics who are researching or teaching in this area, from practitioners who are involved deeply in the area. Methodology The methodology is a review of academic and gray literature and conceptual analysis, with a strong autoethnographic input from the, one of whom is actively involved in delivery situations involving marketing and sales automations and the other in advising companies in this area. It draws on discussions with practitioners in leading firms, on the trade press, supplier case studies and the experiences of a leading marketing communications agency with its clients to identify best and normal practice. The discussions and advisory input are confidential so cannot be referenced. Findings The automation of marketing and sales activity is progressing quickly, supported by developments in information technology. The review of academic literature shows that academics tend to focus on specific aspects of marketing and sales automation and not on the comprehensive approach followed by leading companies. It is important for academics to keep up with these developments, by reading the professional literature, particularly that relating to comprehensive marketing and sales automation, and by becoming involved in projects with companies that are automating their approaches, focusing particularly on projects which aim to automate the entire marketing and sales process rather than individual parts of it. Practical implications Companies which are falling behind in their use of marketing and sales automation should consider how to embody it in their approach, on a comprehensive rather than a piecemeal basis. This would normally be initiated by a review of the company’s marketing and sales processes and comparison with best practice (overall rather than in specific areas), and then engagement with one or more suppliers of marketing and sales automation systems and services, to identify the benefits of the automation approach and the roadmap to its implementation. Research implications Academics should build into their career plans research projects which will bring them into direct contact with advanced practitioners of marketing and sales automation, probably by case study rather than survey work. This might be through collaboration with consultancy firms which require some secondary research or training inoput.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"28 1","pages":"203 - 222"},"PeriodicalIF":1.4,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45912065","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":"Innovation in Key Account Management: Identification of Research Trends and Knowledge Gaps","authors":"Christian Lautenschlager, Nektarios Tzempelikos","doi":"10.1080/1051712X.2021.1935469","DOIUrl":"https://doi.org/10.1080/1051712X.2021.1935469","url":null,"abstract":"ABSTRACT Purpose: The present work is aimed to provide a comprehensive overview of the research landscape in Key Account Management (KAM) and to identify potential knowledge gaps and under studied research questions in the context of innovation in KAM. Method: Bibliometric and content analyses have been performed. The identified scientific articles underwent into a quantitative and qualitative investigation to map the global research landscape and to measure the evolution of scientific domains and production within KAM. Findings: The study highlights the significance of the corporate strategy, quality of the sales team and organizational framework for the evolution of KAM. Furthermore, the study identified key opinion leaders and current expanding research areas around KAM. Emerging areas for innovation for growth in KAM are cross-culture business management, digital marketing and e-commerce technologies. Implications: This study offers a guide for researchers on the area of KAM providing information on scholarly work covering B-to-B marketing insights on innovation in KAM. Originality: The conduction of a systematic review of the relevant literature allows us to understand better the intellectual structure of the field, to synthesize the findings of previous studies, and to identify expanding and emerging research areas. In addition, we identify the most influential publications and authors in the KAM field, providing guidance to researchers and practitioners when conducting research on this subject area.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"28 1","pages":"149 - 167"},"PeriodicalIF":1.4,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47318883","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}