Journal of Business-To-Business Marketing最新文献

{"title":"What Drives B-To-B Marketers in Emerging Countries to Use Social Media Sites?","authors":"K. Kooli, Nektarios Tzempelikos, Pantea Foroudi, S. Mazahreh","doi":"10.1080/1051712X.2019.1611078","DOIUrl":"https://doi.org/10.1080/1051712X.2019.1611078","url":null,"abstract":"ABSTRACT Purpose: B-to-B marketers in emerging countries still lag behind compared to peers in developed countries in terms of the use of social media sites. Recent literature calls for a further understand the factors influencing social media sites’ use by B-to-B firms in emerging countries. This paper builds on this literature to map and investigate the factors influencing B-to-B marketers’ intention to use social media sites in an emerging country. Methodology/Approach: The designed model was tested by implementing a survey. Snowball sampling method was used to select B-to-B marketers from 158 firms in Jordan. Structural equation modeling (SEM) using PLS was implemented to investigate the various influences and relationships. A discussion of the results compared with those of existing research conducted mainly in Western countries, with very few conducted in emerging countries, is provided. Findings: The results highlight similarities in the factors affecting the intention to use social media sites in emerging countries: perceived usefulness and perceived utility were found to significantly influence the intention to use social media sites in Jordan and also in China and South Korea. However, the perceived usability of social media sites did not have any influence on Jordanian B-to-B marketers’ intention to use those sites. In addition, result demonstrability, of less importance in developed countries, was found to significantly influence Jordanian B-to-B marketers’ intention to use social media sites. Image and subjective norms were found to influence perceived usefulness. Efficiency has no significant influence on perceived usability, whereas error, satisfaction, learnability, and memorability were found to significantly influence Jordanian B-to-B marketers’ perceived usability of social media sites. Research Implications: This research contributes to the technology acceptance research field and particularly the area of B-to-B firms’ use of social media sites. It combined (i) the extended technology acceptance model and (ii) the attributes of system acceptability model, to further the understanding of the factors that influence on the use of social media sites by B-to-B firms in emerging countries. For practitioners, this research provides guidance on how to increase social media use by B-to-B marketers in emergent countries through enhancing the factors that stimulate the use of social media sites in this particular context. Originality/Value/Contribution of the paper: Very few studies conducted in emerging countries highlights differences in the factors influencing the use of social media sites compared to those identified in studies conducted in developed countries. This research adds value to the growing research area on B2B firms’ use of social media sites as well as to the technology acceptance research field, by identifying and discussing the most important factors influencing B-to-B marketers’ intention to use social media in emergen","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"26 1","pages":"245 - 264"},"PeriodicalIF":1.4,"publicationDate":"2019-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2019.1611078","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49567166","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":"Evaluating Constitutive Dimensions of CSR E-Communication: A Comparison between ‘Business-To-Business’ and ‘Close-To-Market’ Companies","authors":"M. Palazzo, A. Vollero, Pantea Foroudi, Alfonso Siano","doi":"10.1080/1051712X.2019.1611087","DOIUrl":"https://doi.org/10.1080/1051712X.2019.1611087","url":null,"abstract":"ABSTRACT Purpose – The aim of the paper is to analyze if the proximity to market influences the extent of disclosure of Corporate Social Responsibility (CSR) on corporate websites of companies included in the Dow Jones Sustainability World Index (DJSWI). Methodology/Approach – Starting from an examination of the extant literature on CSR e-communication, the paper identified several key dimensions of the selected topic. Then, through a content analysis research design, the study explores how companies communicate on corporate websites their CSR efforts, applying a four-dimensional model. Findings – Different from assumptions (not demonstrated) in the previous research, the paper highlights that Business-to-Business (B-to-B) companies are more prone than Close-to-Market (C2M) organizations to be engaged in the disclosure both of CSR orientation (i.e. how their value statements reflect their commitment to sustainability) and structure (i.e. how they communicate their governance structure and certifications of CSR and how they engage with stakeholders). Moreover, the paper shows similarities in how C2M and B-to-B companies communicate their efforts in using interactive tools and presenting CSR content on their corporate websites. Research Implications – From a conceptual point of view, both institutional and political theories can explain why disclosure of CSR values, governance structures, and engagement mechanisms is becoming more and more frequent in B-to-B companies. These kinds of organizations are, in fact, potentially more problematic in terms of environmental issues. Hence, the paper demonstrates that the increased public scrutiny pushes B-to-B companies to play the parts of ‘political actors’, thus making them more likely to invest in processes that engage different stakeholders in CSR decision-making. Practical Implications – The research has the merit of tracing back the main differences between C2M and B-to-B companies in terms of CSR e-communication to the inherent nature of the industry to which organizations belong. This involves the view that managers of B-to-B companies can benefit from suggestions on how to use CSR e-communication to sustain specific corporate strategies. B-to-B companies are becoming more aware that mechanisms for approaching CSR communication can help them to prevent greenwashing accusations, which are very common and risky for industrial companies and their partners. Originality/Value/Contribution of the paper – The paper adds several insights to the debate on CSR communication in B-to-B research, pointing out the constitutive dimensions and the diverse motivations that can push companies to adopt specific approaches in CSR disclosure.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"26 1","pages":"341 - 355"},"PeriodicalIF":1.4,"publicationDate":"2019-05-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2019.1611087","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46255515","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 Business-to-Business Marketing","authors":"Nektarios Tzempelikos, K. Kooli, J. Lichtenthal","doi":"10.1080/1051712X.2019.1611068","DOIUrl":"https://doi.org/10.1080/1051712X.2019.1611068","url":null,"abstract":"Unprecedented advances in the pace of information and communication technologies have transformed how B-to-B firms approach their markets and conduct business (Gupta and Woodside 2006). As a result, new business models are adopted by B-to-B firms from a wide variety of industries, e.g. banking, insurance, consultancies, transport, advertising and marketing agencies, and e-retailing industry. For example, Amazon, initially a B-to-C firm, has become a platform for the sale of goods from other suppliers, as well as a cloud-services platform used by many banks. Such innovation in B-to-B marketing translates a shift in a firm’s vision, mission, strategies, technological prowess and market performance (Simmons, Palmer, and Truong 2013). To-date, B-to-B research has examined the success factors for B-to-B firms, but with less attention being paid to innovation per se in B-to-B marketing (Aarikka-Stenroos et al. 2017). This has resulted in limited knowledge of the new business models adopted by B-to-B firms as well as their B-to-B marketing strategy, and this could affect the theory and practice of B-to-B marketing (Rodriguez 2016). The need to address innovation in B to B marketing provides the topical basis for this issue of the Journal of Business to Business Marketing. Against this background, the development of this issue is inspired by both the aforementioned advances and incubated at the 4th Academy of Marketing B-to-B Marketing Colloquium organized in Bournemouth, UK, 6th October 2017. This issue in “Innovation in Business to Business Marketing,” itself an innovation was developed further and primarily by Nektarios Tzempelikos (Anglia Ruskin University, Lord Ashcroft International Business School) and Kaouther Kooli (Bournemouth University, Business School) in tandem with JBBM guidelines and Editorial guidance over most of 2018. And, as a result, seven (7) articles discussing the latest thinking about aspects of innovation in business-to-business marketing are presented. Specifically, the main objective was to continue the dialogue on how innovations can be embedded in B-to-B marketing practices and how to make research focusing on this topic more relevant and rigorous. We next elaborate on the specifics of these articles herein. At this point, we would like to express appreciation to David Lichtenthal, Journal of Business-to-Business Marketing Editor for welcoming this idea and for kindly allowing us to develop it and co-editing based on the community of scholars that assembled at 4th Academy of Marketing B-to-B Marketing Colloquium organized in Bournemouth, UK, 6th October 2017. Their participation and engaging on these innovation matters were paramount. After all, the birth of commercial education itself can be legitimately traced to England and several countries in Europe (Backhaus 2015; Baker 2015) with rollout to the States, Canada and Asia then and beyond (Lichtenthal, Tzempelikos, and Tellefsen 2018, 41–42). And, as the readers of this jo","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"26 1","pages":"229 - 232"},"PeriodicalIF":1.4,"publicationDate":"2019-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2019.1611068","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45031409","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":"Publishing in an Environment of Predation: The Many Things You Really Wanted to Know, but Did Not Know How to Ask","authors":"Simon Linacre, Michael Bisaccio, Lacey Earle","doi":"10.1080/1051712X.2019.1603423","DOIUrl":"https://doi.org/10.1080/1051712X.2019.1603423","url":null,"abstract":"ABSTRACT The purpose of this research note is to define and review the extent of “predatory1” publishing process practices in academic journals in recent years. In addition, ascertaining what, if any, substantive damage can result from these practices. And to derive “warnings signs” for those embarking on the road to creating/distributing what they have learned. “Predatory publishing” is the charging of a fee or proving value in exchange for the publication of research material without providing the publication services an author would have reasonably expected such as peer review and editing to mention only a few. There is evidence that this “practice” has sadly grown in prevalence in recent years. Following a review of the literature and using case study methodology, it was found that damages in the case of one large publisher were estimated to be over $50 m, as per a court adjudication in the US. With open access publishing becoming more popular as a result of institutional, funder and national mandates, it is likely more authors could be tempted or even baited into making poor decisions and publishing their research articles in illegitimate journals, wasting funding resources and damaging their research reputations. These and other implications are considered, as well as enumeration of such behaviors with an eye toward fostering deterrence. Further research and actions that could mitigate the problems are outlined.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"26 1","pages":"217 - 228"},"PeriodicalIF":1.4,"publicationDate":"2019-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2019.1603423","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42695052","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":"Using Ethical Leadership to Improve Business-To-Business Salesperson Performance: The Mediating Roles of Trust in Manager and Ethical Ambiguity","authors":"C. H. Schwepker","doi":"10.1080/1051712X.2019.1603358","DOIUrl":"https://doi.org/10.1080/1051712X.2019.1603358","url":null,"abstract":"ABSTRACT Purpose: Given the ever-increasing pressure put on sales organizations to improve performance, behave ethically and establish long-term customer relationships, this study seeks to better comprehend ethical leadership’s part in doing so. It proposes that perceived ethical leadership indirectly influences salesperson performance through trust in manager and ethical ambiguity. Methodology/Approach: A survey of business-to-business salespeople was taken. Hypotheses are tested using structural equation modeling. Findings: The results show that perceived ethical leadership influences salesperson performance through the mediating roles of trust in manager and ethical ambiguity. Salespeople’s perceptions of their supervisor’s ethical leadership behaviors positively impact their trust in manager and negatively influences their ethical ambiguity. In turn, trust in manager positively influences sales performance while ethical ambiguity negatively influences sales performance. Research Implications: The results from testing the hypothesized model support mechanisms by which ethical leadership behavior may affect business-to-business salesperson job performance. It appears that ethical leadership works through ethical ambiguity and trust in manager to impact salesperson behavior performance, rather than directly impacting salesperson performance. Importantly the findings add to the literature an important consequence of ethical leadership, ethical ambiguity. This research likewise adds to the literature on role, and more specifically ethical, ambiguity by finding that reducing salesperson ethical ambiguity has a positive impact on salesperson behavior performance. Practical Implications: This study finds that one important mechanism for reducing ethical ambiguity is for sales supervisors to practice ethical leadership. By reducing ethical ambiguity, sales managers can improve business-to-business salesperson performance. In addition, use of ethical leadership by sales managers can positively influence the business-to-business salesperson’s trust in manager, which subsequently leads to greater sales performance. Originality/Value/Contribution: The results of this study add to our knowledge of ethical leadership by further developing its consequences. It also sheds light on a vastly under-researched construct, ethical ambiguity. Finally, it further validates the important role that trust in manager plays in the organization.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"26 1","pages":"141 - 158"},"PeriodicalIF":1.4,"publicationDate":"2019-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2019.1603358","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42705048","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":"Formulation of Bank Melli Iran Marketing Strategy Based on Porter‘S Competitive Strategy","authors":"A. Shokuhi, Seyed Ali Nabavi Chashmi","doi":"10.1080/1051712X.2019.1603421","DOIUrl":"https://doi.org/10.1080/1051712X.2019.1603421","url":null,"abstract":"ABSTRACT The presence of a modern and predefined marketing strategy is essential for every enterprise like banks in order for the bank to be able to benefit from an appropriate and efficient strategy based on the current market conditions, competitors' status and so on. Therefore, the purpose of this article is to develop a marketing strategy based on Porter's competitive strategy at BankMelli. the number of managers working at BankMelli is 2456 and 337 of them were selected as samples to be used in the calculations. the result of this article, which were obtained based on the fuzzy TOPSIS test method, indicates that the differentiation strategy is the first priority and then are the focus and cost leadership strategies. In addition, prioritization of indices indicates that personnel thinking, personnel abilities, market development, service provision and ultimately, product presentation are the first five priorities in determining the strategy of BankMelli.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"26 1","pages":"209 - 215"},"PeriodicalIF":1.4,"publicationDate":"2019-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2019.1603421","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44568119","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":"Servant Leadership, Proactive Work Behavior, and Performance Overall Rating: Testing a Multilevel Model of Moderated Mediation","authors":"J. Varela, B. Bande, Marisa Del Río, Fernando Jaramillo","doi":"10.1080/1051712X.2019.1603417","DOIUrl":"https://doi.org/10.1080/1051712X.2019.1603417","url":null,"abstract":"ABSTRACT Purpose: The goal of this paper is to investigate whether salesperson proactive behavior mediates the relationship between sales manager servant leadership and salesperson overall performance rating by the sales manager. Moreover, it examines whether salesperson customer orientation and political skill moderate the sales manager servant leadership − salesperson proactive behavior ─ salesperson overall performance. Design/methodology/approach: Empirical analysis is based on dyadic data from 181 industrial salespeople and their sales managers in a range of different industries (including both manufacturing and service industries). To analyze the multilevel moderated mediation process, this investigation uses Multilevel Structural Equation Modeling (MSEM). Findings: Sales manager servant leadership was positively related to salespeople overall performance rating through their proactive behavior except when their customer orientation was low. Moreover, this relationship between sales manager servant leadership and overall performance rating through proactive work behavior was stronger the greater the salespeople consumer orientation and political skill. Research implications: The study suggests that sales manager servant leadership is indirectly related to salesperson overall performance rating through salesperson proactive behavior. The findings also support subsequent research on salesperson values, skills, and behaviors as moderators in the servant leadership – proactive behavior – overall performance rating relationship. Understanding how these salesperson factors interact with sales management leadership to produce organizational outcomes (e.g., stress, engagement, organizational commitment) are questions that sales researchers may wish to pursue via further study. Practical implications: Sales managers should employ servant leadership to stimulate salespeople proactive work behavior. This study clearly indicates the salespeople need to adopt customer orientation and to have political skill. Hence, sales managers need to try to improve the customer orientation and the political skill of their salespeople through selection procedures or training programs. Originality/value: The relationship between sales manager servant leadership and salesperson overall performance through proactive work behavior has not been addressed and tested in the literature to date.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"26 1","pages":"177 - 195"},"PeriodicalIF":1.4,"publicationDate":"2019-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2019.1603417","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46617891","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":"Bonding Ties, Bridging Ties, and Firm Performance: The Moderating Role of Dynamic Capabilities in Networks","authors":"Yong-Sheng Chang","doi":"10.1080/1051712X.2019.1603395","DOIUrl":"https://doi.org/10.1080/1051712X.2019.1603395","url":null,"abstract":"ABSTRACT Purpose: Building on the dynamic capabilities view and the configuration of network ties, this study investigates how dynamic capabilities moderate the relationships between bonding and bridging ties and firm performance, thus an area with potential to explain the divergent empirical results contained in the existing literature on the relationship between intra/extraorganizational ties and performance. Methodology: This study employed a mail survey to senior executives. A total of 169 firms operating in an industrial district were collected. Regression analysis was employed to test the proposed model. Findings: This study found that the combination of dynamic capabilities and bonding/bridging ties helps improve firm performance. Furthermore, this study found a positive relationship between bonding ties and firm performance, but no equivalent relationship for bridging ties. Research Implications: Research results indicate that firm performance is significantly enhanced by bonding ties, which provide opportunities for sharing information and exchanging resources. Moreover, the empirical results reaffirm the proposition that dynamic capabilities are important transformational mechanisms for managing resources. Practical Implications: The findings reveal that managers can improve firm performance by simultaneously building social ties and developing and implementing dynamic capabilities. Originality/Value: This study demonstrates that the components of dynamic capabilities (i.e., sensemaking and reconfiguration) are transformational mechanisms and can moderate the positive relationship between bonding and bridging ties and firm performance, empirically supporting recent perspectives from the literature on dynamic capabilities and social networks.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"26 1","pages":"159 - 176"},"PeriodicalIF":1.4,"publicationDate":"2019-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2019.1603395","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44382787","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 exhibitors perspective: factors affecting selection of industrial trade shows in India and the importance of spot sales","authors":"J. Nayak","doi":"10.1080/1051712X.2019.1603356","DOIUrl":"https://doi.org/10.1080/1051712X.2019.1603356","url":null,"abstract":"ABSTRACT Purpose: To identify the factors affecting the selection of trade shows in India and the role of spot sales in decision-making. Design/methodology/approach: This study uses a primary approach. It has been done with the help of data collected from exhibitors’ responses to a standard questionnaire (appendix) through offline mode. Finally, the collected data was used for analysis with the help of SPSS 21. Multivariate data analysis techniques such as factor analysis, correlation analysis, and structural equation modeling were used in the study. Findings: The findings of the study revealed that perceived show value was the most important factor of selecting a trade show followed by measurable cost, timing and lastly show attractions. Spot sales were found to make a significant impact on the participating decision-making process. Some of the subjective factors such as facilities within the venue and connectivity to the venue made an impact on the exhibitors' selection of trade shows. Practical implications: Organising a trade show requires a lot of money and effort and thus it becomes important that such events be successful. Thus, the study could be used by trade show organizers to attract exhibitors for participating in their show. Originality/value: Although research studies have been conducted on the motives for participating in a trade show in the U.S. and Europe, very few were found relating to the identification of factors affecting the decision to participate. This number becomes still smaller when one considers the case of the growing Indian economy. Looking into these aspects, this study can be considered new and thus its originality remains high.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"26 1","pages":"125 - 140"},"PeriodicalIF":1.4,"publicationDate":"2019-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2019.1603356","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48565727","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":"A Preliminary Study of Fintech Industry: A Two-Stage Clustering Analysis for Customer Segmentation in the B2B Setting","authors":"A. Sheikh, T. Ghanbarpour, Davoud Gholamiangonabadi","doi":"10.1080/1051712X.2019.1603420","DOIUrl":"https://doi.org/10.1080/1051712X.2019.1603420","url":null,"abstract":"ABSTRACT This practitioner note proposes a new approach considering two-stage clustering and LRFMP model (Length, Recency, Frequency, Monetary and Periodicity) simultaneously for customer segmentation and behavior analysis and applies it among the Iranian Fintech companies. In this practitioner note, the K-means clustering algorithm and LRFMP model are combined in the customer segmentation process. After initial clustering, for a better understanding of valuable customers, additional clustering is implemented in segments that needed further investigation. This approach contributes to a better interpretation of different customer segments. Customer segments, consisting of 23524 business customers are analysed based on their characteristics and appropriate strategies are recommended accordingly. The first stage clustering result shows that customers are best segmented into four groups. The first and fourth segments are clustered again and the final 11 groups of customers are determined. This note provides a systematic and practical approach for researchers and practitioners for segmentation, interpretation, and targeting of customers especially in the B2B setting and the Fintech industry and helps managers to make effective marketing strategies and enhance customer relationship and marketing intelligence.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"26 1","pages":"197 - 207"},"PeriodicalIF":1.4,"publicationDate":"2019-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2019.1603420","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48996873","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}