Journal of Business-To-Business Marketing最新文献

{"title":"How to Understand and Succeed in Business Marketing in an Emerging Africa","authors":"R. Abratt","doi":"10.1080/1051712X.2021.1989880","DOIUrl":"https://doi.org/10.1080/1051712X.2021.1989880","url":null,"abstract":"I was pleased to be able to review this book as new B2B books are rare and this one focused on Africa is particularly welcome. I was interested in seeing how the authors treated B2B marketing in different African countries, as, like Europe, individual countries are different from each other in terms of size, infrastructure, commerce and economic activity. There are some similarities between countries as well. In reading this text, the authors focused on only a few of the larger countries. In addition, some chapters have good African examples and others do not. The theory of B2B marketing is handled very well, and this book can be used outside of the African continent as well. The authors give reasons as why we should read this book: Excellent understanding of contemporary concepts and models of B2B marketing Ability to analyze the organization’s B2B environment Ability to develop relevant competitive and collaborative B2B strategies Excellent understanding and ability to analyze the organization’s positions in, and develop strategies for its networks, supply chains, clusters and business ecosystems New insightful understanding of their positions in business markets and how to strategize to improve their performance, particularly for executives and leaders of public institutions and non-governmental organizations. My general observation is that the authors did a good job as I feel that these objectives have been largely achieved. The book is divided into six main sections with section 1 dealing with the characteristics of the B2B market. This section is divided into two chapters, the first, the B2B market and the second, strategy in the B2B Market. Chapter 1 is a general introduction to B2B marketing, with a brief discussion of the marketing mix in B2B. It uses good examples of companies including African organizations in various African countries. The marketing concept in relation to B2B is also presented. There is an interesting discussion of the parties involved in B2B. The similarities and differences between B2B marketing and B2C are highlighted. The chapter ends of with a short case of Crispy Kreme in South Africa, and then short discussions of Kenya’s tourism sector, the motor industry development program in South Africa, the evolution of the Tanzanian innovation ecosystem and business relationships in an enterprise cluster of informal artisans in Ghana. The reader gets insights from the different countries in Africa from East to West and the South. Overall, this chapter gives the reader a good introduction to B2B marketing in general and the African context in particular.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":null,"pages":null},"PeriodicalIF":1.4,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49412367","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":"Reviewing Global Relational Governance Research from 2002 to 2020","authors":"Xiaolin Li, Ruirui Zhang, Yilin Yin, Jiaojiao Deng","doi":"10.1080/1051712X.2021.1974168","DOIUrl":"https://doi.org/10.1080/1051712X.2021.1974168","url":null,"abstract":"ABSTRACT Purpose Relational governance has been attracting more and more attention in this century. Current research in relational governance field mainly discusses the impact of relational governance on exchange performance, the interrelation between relational and formal governance, etc. However, the limitation of the existing research in relational governance research subfield is that fewer studies have conducted a review-based study to assess global relational governance research. In other words, an attempt at research looking backward, the status quo, as well as looking forward toward research frontiers and openings for future research on global relational governance is almost nonexistent. To attempt to fill this opening, this study aims to review the global relational governance research from 2000 to 2020 combining quantitative analysis (bibliometric analysis) with qualitative analysis (content analysis). The objective of this study is as follows: 1) to look backward to discern the status quo of relational governance research from 2000 to 2020; and 2) to attempt look forward the research frontiers and opening s for future research; 3) to derive and propose a basic framework in this field. Methodology As a literature review based on the bibliometric methods, it is important to look back at papers which have been published in the past by presenting and analyzing the massive literature data. Furthermore, it is critical to propose trends that are emerging in this research field. That’s to say, both forward looking and backward looking are necessary. Accordingly, we adopted a four-step workflow consisting of data collection, descriptive analysis, quantitative analysis, and qualitative analysis complementing the results of quantitative analysis. That is to say, this paper in lock step manner combines quantitative analysis with qualitative analysis to look backward uncovering status quo of global relational governance research from 2000 to 2020, and to attempt to look identifying research frontiers and openings for future research. Especially, in quantitative analysis section, by using the tool of CitespaceV, we can objectively look backward the research hot topics and look forward research trends and frontiers initially. Subsequently, the qualitative analysis complementing the results of quantitative analysis, aims to further look backward the research topics which are important but ignored in the quantitative analysis and look forward research openings in relational governance research field. By this mean, we can draw a relatively objective and comprehensive conclusion on global relational governance research. Findings Using the data gathered from the WOS core collection database, we looked backward the status quo, and looked forward the research openings on global relational governance research. As for the status quo, the influential countries and institutions, pivotal scholars, key documents, hot topics, research trends, and frontiers were ide","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":null,"pages":null},"PeriodicalIF":1.4,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43192000","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":"Social Media Agencies and Clients: A Resource Integration Approach","authors":"A. Lone, A. Mohd‐Any, N. Mohd Salleh","doi":"10.1080/1051712X.2021.2012080","DOIUrl":"https://doi.org/10.1080/1051712X.2021.2012080","url":null,"abstract":"ABSTRACT The purpose of this paper is to empirically investigate the agency-client relationship dynamic between a client firm and social media agency through the theoretical lens of service-dominant logic (S-D logic) of marketing, specifically through the application of a resource integration approach. The study adopted an exploratory qualitative research approach to investigate resource integration practices among client firms and social media agencies. 29 expert interviews were conducted with senior social media personnel from both client firms and social media agencies. Data analysis was conducted using a thematic analysis approach to analyze interview-based data. The findings specify that client firms and social media agencies can use their shared operant resources to engage in resource integration activities specific to social media, which can lead to higher-order resource formation that can drive value co-creation. Social media marketing research has largely been dominated by consumer-centric studies. Lesser focus has been given to exploring how social media has been adopted by firms, and how they use social media as a part of their marketing strategy. To that end, the current study contributes to the area of firm-centric research on social media marketing by empirically exploring the relationship between client firms and their social media agencies via the conceptual lens of S-D logic value co-creation. Specifically, the novelty of the study lies in its examination of the social media-based operant resources which are exchanged and integrated within the agency-client dyad, as well as the examination of the resource integration activities which underlie said resource exchanges.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":null,"pages":null},"PeriodicalIF":1.4,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42376825","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 Role of Salespeople in Value Co-Creation and Its Impact on Sales Performance","authors":"Hayam Alnakhli, Aniefre Eddie Inyang, Omar S. Itani","doi":"10.1080/1051712X.2021.2012079","DOIUrl":"https://doi.org/10.1080/1051712X.2021.2012079","url":null,"abstract":"ABSTRACT Purpose This paper aims to examine salesperson skills, including listening, communication, and adaptive selling, that can enable value co-creation with customers and increase sales performance, while taking into consideration the contingent role of salesperson relationship-enhancing activities. Methodology Survey and objective sales performance data were collected from 201 B2B salespeople in the industrial goods industry. The hypotheses were tested using PLS-SEM. Findings The results show adaptive selling, listening, and communication of salespeople positively impact the behaviors of salespeople to co-create value with customers. The results show that when salespeople co-create value with customers, they will have a positive effect on sales performance. Results show how value co-creation mediates the effects of listening and adaptive selling on sales performance. Research Implications Salespeople need to effectively listen to their customers to provide needed solutions by jointly working with them to co-create value. Similarly, a salesperson’s communication and adaptive selling skills have collective impacts that positively contribute to the value co-creation process. Results supplement previous findings in the literature by showing value co-creation holds a positive effect on sales performance at the micro salesperson level. The results offer additional support to the ongoing dialog on the role of a salesperson as a value co-creator. Practical Implications This study has identified several variables that engender successful co-creation by salespeople in B2B sales contexts. Findings demonstrate that salespeople who can adapt their selling approach, are good listeners, and can effectively communicate with customers can engender the value co-creation process with customers. The findings serve as a base to create professional guidelines about the skills and capabilities salespeople need to successfully execute a value co-creation process. Originality/Value The study adds to the literature on value co-creation by highlighting three factors that can enhance the value co-creation process at the level of salespeople leading to better sales outcomes. This research adds the existing literature on the role of value co-creation in sales by empirically examining the relationship between value co-creation and sales performance at the salesperson level.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":null,"pages":null},"PeriodicalIF":1.4,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41605450","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":"Framing Static and Dynamic Time-Periods through the Teleological Lens in the Implementation Process of Enterprise Resource Planning","authors":"R. Rodríguez, Carmen Otero-Neira, G. Svensson","doi":"10.1080/1051712X.2021.2012081","DOIUrl":"https://doi.org/10.1080/1051712X.2021.2012081","url":null,"abstract":"ABSTRACT Purpose Enterprise Resource Planning (ERP) is a technological tool which improves and eases B to B communication and reinforces business relationships as well as business-to-business (B to B) marketing. Based on a teleological lens in B to B relationships between ERP sellers and ERP buyers, the research objective of this study is to frame static and dynamic time-frames in the ERP implementation process in B to B markets. The aim is to shed light on the consideration of time-periods (i.e. past, present and future) as either tatic or dynamic in the implementation process of complex service solutions, such as ERP, in a B to B marketing setting. Design/methodology/approach This study is conducted with respect to Spanish companies focusing on the first main pre-implementation, first main implementation and first main post-implementation process of ERP software solutions in B to B markets. This study embraces a multi-method design consisting of the four phases. It enables data triangulation through in-depth structured interviews in a follow-up study, so as to validate the results. Findings Reports static and dynamic time-periods through a teleological lens in the implementation process of ERP in B to B market of the Spanish healthcare industry. This study indicates that more than half of the ERP buyers were not entirely satisfied, after finalizing the ERP implementation process. Subsequently, less than half of them received only a software solution and the rest considered they had received merely a somewhat adapted software solution. Furthermore, only one out of ten confirmed that the software solution obtained was a fully adapted solution beyond the ERP buyers’ expectations and truly taking into account their needs. This study also reveals that there are still some ERP implementation processes indicating that the seller does not take into account the needs of the buyer at all. Altogether, the findings indicate that the B to B marketing process is often not satisfactory. It is widely known that the ERP is a standardized tool that requires adaptation of the ERP software solution to the buyer’ in B to B markets. Research limitations/implications The combination of static and dynamic considerations of time with formative, rationalist and transformative teleological lenses outline and distinguish between various strategies for handling the ERP pre-implementation process, the ERP implementation process and the ERP post-implementation process in B to B marketing. We contend that another core research implication in B to B marketing, taking into consideration static and dynamic time-periods through the teleological lens, addresses the need to match the ERP seller perspective with that of the ERP buyer. A mismatch may turn out unsatisfactorily for both the ERP seller and the ERP buyer. It is therefore crucial in the B to B marketing strategy that there be a balance between flexibility and adaptations of the ERP seller to the expectations and experienc","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":null,"pages":null},"PeriodicalIF":1.4,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48956929","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":"Practitioner Note: A Meta-Analysis on Coopetition and Performance Relationship","authors":"Junping Yang, Mengjie Zhang, Wanning Li","doi":"10.1080/1051712X.2021.1974171","DOIUrl":"https://doi.org/10.1080/1051712X.2021.1974171","url":null,"abstract":"ABSTRACT Purpose: We argue consistent with the knowledge-based theory that variances in the outcome of firms’ coopetition strategy depend on the characteristics of industries. Industry characteristics are one of the reasons for the heterogeneity of existing research. Design/methodology/approach: This article conducts a meta-analysis on the relationship between coopetition and performance. Empirical evidence was collected from 86374 firms nested in 49 independent samples. Meta-regression was used for moderator analysis. Findings: Empirical evidence from 86374 firms nested in 49 independent samples reveals a positive relationship between coopetition and performance. Industry positively moderates the relationship between coopetition and innovation. In contrast, we neither find a significant relationship between the intensity of coopetition and performance nor for industry’s moderation on the coopetition- performance association. Originality/value/contribution: In the field of coopetition, there is a lack of literature that uses meta-analysis to integrate existing empirical studies. The present article provides a more detailed perspective in explaining the heterogeneity prevailing in the coopetition and performance relationship. This paper ends with a series of limitations and avenues for future research.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":null,"pages":null},"PeriodicalIF":1.4,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46700622","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":"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":null,"pages":null},"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":null,"pages":null},"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":null,"pages":null},"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":null,"pages":null},"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}