Industrial Marketing Management最新文献

Micro-level tactics salespeople use to pursue large B2B deals: A semi-systematic review and research agenda 销售人员用于追求大型B2B交易的微观策略：半系统的审查和研究议程

IF 7.5 1区管理学

Industrial Marketing Management Pub Date : 2025-10-03 DOI: 10.1016/j.indmarman.2025.09.001

Mohamed Zohdy Rateb, Byron W. Keating, Shasha Wang

{"title":"Micro-level tactics salespeople use to pursue large B2B deals: A semi-systematic review and research agenda","authors":"Mohamed Zohdy Rateb, Byron W. Keating, Shasha Wang","doi":"10.1016/j.indmarman.2025.09.001","DOIUrl":"10.1016/j.indmarman.2025.09.001","url":null,"abstract":"<div><div>This study investigates the micro-level tactics (i.e., common short-term actions) salespeople use to secure large business-to-business (B2B) deals, a crucial yet underexplored topic in the sales literature. Using a semi-systematic review of 66 articles, we identify three core tactics: stakeholder management, product tactics, and commercial tactics. These tactics are essential for navigating the nonlinear, iterative processes involved in large B2B deal pursuits, which often require cross-functional collaboration and adapting to organizational complexities. Our analysis reveals that stakeholder management, particularly communication and trust-building, is pivotal across all stages of the sales process. Product (tangible and intangible) and commercial tactics (price and contract terms), further support deal progression by aligning with client needs and organizational goals. Drawing on Activity Theory, the study also highlights the importance of adapting sales approaches to a given context and identifies significant challenges regarding the interplay between sales tactics and different environmental factors. A future research agenda is provided to further our understanding of how micro-level tactics can be optimized to achieve specific deal outcomes, such as winning new business, renewals, and reacquisitions. The findings provide practical insights for sales professionals, emphasizing the need for adaptive tactics that align with broader organizational objectives.</div></div>","PeriodicalId":51345,"journal":{"name":"Industrial Marketing Management","volume":"131 ","pages":"Pages 17-30"},"PeriodicalIF":7.5,"publicationDate":"2025-10-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145223150","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Technology-enabled democratization: Impact of generative AI on content marketing agencies 技术民主化：生成式人工智能对内容营销机构的影响

IF 7.5 1区管理学

Industrial Marketing Management Pub Date : 2025-10-02 DOI: 10.1016/j.indmarman.2025.09.007

Risqo Wahid , Joel Mero , Paavo Ritala

{"title":"Technology-enabled democratization: Impact of generative AI on content marketing agencies","authors":"Risqo Wahid , Joel Mero , Paavo Ritala","doi":"10.1016/j.indmarman.2025.09.007","DOIUrl":"10.1016/j.indmarman.2025.09.007","url":null,"abstract":"<div><div>This study investigates how technology-enabled democratization affects market structures and incumbent firm strategies, with a focus on generative AI and content marketing agencies (CMAs). While past technologies augment marketing capabilities, generative AI redistributes core creation, technical, and economic capabilities—challenging traditional agency–client dynamics and prompting strategic reconfigurations among incumbent firms. Drawing on a qualitative study of 22 professionals from CMAs and their clients, we develop a framework showing how generative AI enables widespread content marketing capabilities, alters content marketing market structures, and forces CMAs to redefine their value propositions. Our findings reveal a shift from execution-based services to expertise-driven roles, including creative consulting, hyper-personalization, and AI-enabled service innovation. We contribute theoretically by extending the concept of technology-enabled democratization, offering a structured framework that links capability redistribution, market restructuring, and incumbent response strategies. Practically, we propose a playbook to help CMAs adapt to this transformation through (1) strategic repositioning, (2) operational integration, (3) ethics, regulation, and compliance, (4) and market and client engagement. Overall, the study offers conceptual and managerial insights into the evolving interplay between generative AI, market democratization, and marketing agency transformation.</div></div>","PeriodicalId":51345,"journal":{"name":"Industrial Marketing Management","volume":"131 ","pages":"Pages 1-16"},"PeriodicalIF":7.5,"publicationDate":"2025-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145195801","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Charting the course for adaptive selling: A systematic review and meta-analysis 为适应性销售制定路线：系统回顾和元分析

IF 7.5 1区管理学

Industrial Marketing Management Pub Date : 2025-09-27 DOI: 10.1016/j.indmarman.2025.09.005

Nivin Vinoi , Amit Shankar , Priyavrat Sanyal

引用次数: 0

Past, present, and future of sales control systems: A multi-method bibliometric analysis 销售控制系统的过去、现在和未来：多方法文献计量学分析

IF 7.5 1区管理学

Industrial Marketing Management Pub Date : 2025-09-22 DOI: 10.1016/j.indmarman.2025.09.004

Dong Liu , Yi Zheng , Fred Miao , Guocai Wang

{"title":"Past, present, and future of sales control systems: A multi-method bibliometric analysis","authors":"Dong Liu , Yi Zheng , Fred Miao , Guocai Wang","doi":"10.1016/j.indmarman.2025.09.004","DOIUrl":"10.1016/j.indmarman.2025.09.004","url":null,"abstract":"<div><div>Sales control systems are one of the most important research topics in the sales literature. Research on sales control systems has grown significantly in the past two decades. This study analyzed 248 articles on sales control systems using qualitative and quantitative bibliometric methods, such as performance analysis, co-citation analysis, and co-word analysis. In particular, performance analysis identifies influential articles, authors, and theories in the sales control literature. Co-citation analysis depicts the thematic evolution in the sales control literature across two periods (i.e., 1980–2012 and 2013–2024). Co-word analysis reveals the most popular keywords, which represent mainstream research themes. Moreover, social network analysis was performed to show the disconnections among the keywords, thereby identifying eight topics for future research opportunities in the sales control literature. This study crystalizes the current state of knowledge about the sales control systems, deepens our understanding of the evolution of the sales control literature, and uncovers important gaps for future research inquiries.</div></div>","PeriodicalId":51345,"journal":{"name":"Industrial Marketing Management","volume":"130 ","pages":"Pages 92-105"},"PeriodicalIF":7.5,"publicationDate":"2025-09-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145109290","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

When does interfirm adaptation pay off? A configurational assessment in the B2B context 公司间的适应什么时候会有回报？B2B上下文中的配置评估

IF 7.5 1区管理学

Industrial Marketing Management Pub Date : 2025-09-11 DOI: 10.1016/j.indmarman.2025.08.008

Gábor Nagy , Matti Jaakkola , Nikolina Koporcic

{"title":"When does interfirm adaptation pay off? A configurational assessment in the B2B context","authors":"Gábor Nagy , Matti Jaakkola , Nikolina Koporcic","doi":"10.1016/j.indmarman.2025.08.008","DOIUrl":"10.1016/j.indmarman.2025.08.008","url":null,"abstract":"<div><div>While interfirm adaptation helps B2B firms gain access to complementary resources, empirical evidence suggests that adaptation of interfirm resources has an equivocal impact on firm performance. The mixed findings imply that factors like causal ambiguity may hinder the effective use of these resources. To investigate this phenomenon, the current study adopts a configurational approach to examine how the complex interplay between interfirm adaptation, interfirm causal ambiguity, and organizational facilitating factors is associated with financial performance. Based on a sample of 219 B2B firms, configurations involving four types of interfirm adaptation and interfirm causal ambiguity are found to be linked to either high or not-high financial performance. Drawing from this, the study proposes a typology of interfirm adaptation for B2B firms, providing guidance on effective adaptation. Four types of B2B actors are identified based on their adaptation-related behaviors: effective adapters, relationship-specific adapters, ineffective adapters, and over-designed adapters. The findings also highlight that organizational learning and innovativeness are crucial in enhancing the effectiveness of interfirm adaptation.</div></div>","PeriodicalId":51345,"journal":{"name":"Industrial Marketing Management","volume":"130 ","pages":"Pages 60-73"},"PeriodicalIF":7.5,"publicationDate":"2025-09-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145049083","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Selling radical innovations 销售突破性创新

IF 7.5 1区管理学

Industrial Marketing Management Pub Date : 2025-09-11 DOI: 10.1016/j.indmarman.2025.09.002

Bianca Schmitz , Julian Schmalstieg , Olaf Plötner , Andreas Eggert , Johannes Habel

引用次数: 0

B2B digital platform capability and sustainable positioning: Do knowledge depth, knowledge breadth, and agility matter? B2B数字平台能力和可持续定位：知识深度、知识广度和敏捷性重要吗？

IF 7.5 1区管理学

Industrial Marketing Management Pub Date : 2025-09-10 DOI: 10.1016/j.indmarman.2025.08.005

Adeel Khalid , Muhammad Usman , Huda Khan , Muhammad Waheed Akhtar

{"title":"B2B digital platform capability and sustainable positioning: Do knowledge depth, knowledge breadth, and agility matter?","authors":"Adeel Khalid , Muhammad Usman , Huda Khan , Muhammad Waheed Akhtar","doi":"10.1016/j.indmarman.2025.08.005","DOIUrl":"10.1016/j.indmarman.2025.08.005","url":null,"abstract":"<div><div>Given the growing importance of B2B digital platform capabilities for competitive advantage, research on its antecedents and outcomes in the business-to-business context remains scarce. To address this gap, we built on dynamic capability theory to examine how B2B organizations' digital platform capabilities contribute to sustainable positioning. Specifically, we examined the direct and indirect associations (via organizational knowledge depth, breadth, and agility) between digital platform capabilities and sustainable positioning. Additionally, we explored the moderating role of leader boundary-spanning behaviors in the relationship between digital platform capabilities and organizational knowledge depth and breadth. Our study based on two-source survey data from top management in Chinese manufacturing firms. The findings fully support all our proposed hypotheses. Digital platform capabilities significantly enhance sustainable positioning, both directly and through improved organizational knowledge depth, breadth, and agility. Furthermore, leader boundary-spanning behaviors strengthen the impact of digital platform capabilities on both knowledge depth and breadth. These insights offer practical implications for B2B firms seeking to leverage digital platform capabilities to enhance knowledge depth, breadth, agility, and sustainable market positioning.</div></div>","PeriodicalId":51345,"journal":{"name":"Industrial Marketing Management","volume":"130 ","pages":"Pages 46-59"},"PeriodicalIF":7.5,"publicationDate":"2025-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145026319","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Artificial intelligence-driven digital servitization: The importance of platform characteristics and firm-level factors 人工智能驱动的数字化服务化：平台特征和企业层面因素的重要性

IF 7.5 1区管理学

Industrial Marketing Management Pub Date : 2025-09-03 DOI: 10.1016/j.indmarman.2025.08.007

Minna Saunila, Tero Rantala, Juhani Ukko

{"title":"Artificial intelligence-driven digital servitization: The importance of platform characteristics and firm-level factors","authors":"Minna Saunila, Tero Rantala, Juhani Ukko","doi":"10.1016/j.indmarman.2025.08.007","DOIUrl":"10.1016/j.indmarman.2025.08.007","url":null,"abstract":"<div><div>This study explores the connection between artificial intelligence (AI) platform characteristics and digital servitization. The study further investigates how firm-related factors influence this connection. The AI platforms that firms utilize are industrial digital platforms that employ AI-based tools to support their operations. Digital servitization has become a common transformation in several industries collaborating with platforms and seeking ways to establish ecosystems. AI provides substantial opportunities for digital servitization to create revenue streams and improve performance by reducing costs and enhancing customer outcomes. However, the underlying characteristics of the AI platforms that support firms' digital servitization have seldom been explored among small and medium-sized enterprises (SMEs). Based on survey data collected from 179 SMEs, this study conceptualizes five characteristics as drivers of AI platform utilization and investigates their impact on digital servitization using multiple regression analyses. First, this study develops an AI platform characteristic construct. Second, the study builds a theoretical framework showing which AI platform characteristics leverage digital servitization. Ultimately, this research contributes to the understanding of the connections between AI platform characteristics and digital servitization.</div></div>","PeriodicalId":51345,"journal":{"name":"Industrial Marketing Management","volume":"130 ","pages":"Pages 35-45"},"PeriodicalIF":7.5,"publicationDate":"2025-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144932762","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Contract completeness and relationship outcomes: The mediating role of contract utilization” 契约完备性与关系结果：契约运用的中介作用

IF 7.5 1区管理学

Industrial Marketing Management Pub Date : 2025-09-01 DOI: 10.1016/j.indmarman.2025.08.006

Pui Ying Tong , Jody L. Crosno , Robert Dahlstrom

引用次数: 0

Enhancing value co-creation and innovation performance through plural governance mechanisms: The impact of virtual governance 通过多元治理机制提升价值共创和创新绩效：虚拟治理的影响

IF 7.5 1区管理学

Industrial Marketing Management Pub Date : 2025-09-01 DOI: 10.1016/j.indmarman.2025.08.004

Yin Zhou , Zeze Song, Wei Yang , Yongjing Li, Lulu Cheng

{"title":"Enhancing value co-creation and innovation performance through plural governance mechanisms: The impact of virtual governance","authors":"Yin Zhou , Zeze Song, Wei Yang , Yongjing Li, Lulu Cheng","doi":"10.1016/j.indmarman.2025.08.004","DOIUrl":"10.1016/j.indmarman.2025.08.004","url":null,"abstract":"<div><div>Virtual governance, a new governance mechanism for managing inter-organisational exchange relationships, has gained increasing importance with the rise of the digital economy and advancements in information technology. However, the research on this topic is limited. This study examines the impact of virtual governance on value co-creation and innovation performance in buyer–supplier relationships. Additionally, using a contingency approach, we explore how virtual governance interacts with traditional governance mechanisms (i.e. relational and contractual governance) to influence the above relationships. A quantitative research method is used to collect data from 170 buyer–supplier matched questionnaires. The empirical analysis shows that virtual governance is positively associated with value co-creation and innovation performance in buyer–supplier relationships. Additionally, traditional governance mechanisms have heterogeneous contingency effects on these relationships. Specifically, relational governance positively moderates the effects of virtual governance on value co-creation and innovation performance, while contractual governance negatively moderates these effects. These findings constitute new contributions to the literature on value co-creation and provide guidance on emerging governance mechanisms in the digital economy and pluralistic governance for managing exchange relationships.</div></div>","PeriodicalId":51345,"journal":{"name":"Industrial Marketing Management","volume":"130 ","pages":"Pages 22-34"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144926027","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0