从商业环境的演变看企业对企业营销

IF 2 4区 管理学 Q3 BUSINESS
Nektarios Tzempelikos
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引用次数: 2

摘要

特刊简介和概述各组织正在经历金融化、全球化和数字化方面的深刻变革。近几十年来,“金融市场”塑造了西方社会和新兴市场。此外,全球化还改变了世界遥远地区的经济和社会(Arnold和Sikka,2001年)。转型也与数字化有关。事实上,重要而实质性的数据是在组织内部和组织之间以及个人之间即时、持续地交换的。在这种情况下,新的机遇和威胁,如新市场、更高效的管理战略、利益相关者的权力平衡、模糊的组织边界,不断使决策者面临新的挑战。这些深刻的变革影响了组织设计、执行和监控其许多活动的方式,例如营销管理、内部营销、数字营销、社交媒体营销、信息和知识管理、商业道德等(Bouwman等人,2018;Christen等人2019;Parviainen等人2017;Riedl等人2017)。虽然许多组织都在坚持这一动态,但许多其他组织仍然落后。为了改变,组织需要实施创造性的解决方案,考虑到组织结构、时间框架、预期结果、地点/物理/数字环境、道德行为等问题。这些问题需要对来自不同背景的组织如何应对如此复杂的现实有新的见解。在这种背景下,本期特刊的发行受到了上述进展和第四届LIGUE国际会议的启发——与伯恩茅斯大学、营销学院企业对企业特别利益集团(英国)合作,零售和数字营销研究中心(加拿大)和创新与质量促进协会(突尼斯APIQISCAE),主题为“组织的深度转型和未来”,于2019年12月6日和7日在突尼斯举行。本期特刊“从商业环境的演变看企业对企业的营销”由Nektarios Tzempelikos(Anglia Ruskin大学管理学院)撰写,汇集了六篇精彩的文章,讨论了最近商业环境变化的最新想法及其对企业对企业营销的影响。这些论文的定位既有经济和商业环境的最新变化,如买家和卖家之间的数字/社交媒体互动,也有企业对企业公司如何利用信息技术领域的进步,如数字转型和社交媒体应用,来应对复杂业务的发展环境接下来,我们将详细介绍特刊的具体内容,并介绍其中的文章。在这一点上,我们要感谢《企业对企业营销杂志》主编David Lichtenthal对我们的想法表示欢迎,并允许我们开发这一特刊。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Business-to-Business Marketing in the Light of the Evolution of the Business Environment
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 issue and present the articles that are included in it. At this point, we would like to thank David Lichtenthal, Journal of Business-to-Business Marketing Editor-in-Chief, for welcoming our idea and for kindly allowing us to develop this special issue.
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来源期刊
CiteScore
2.20
自引率
35.70%
发文量
22
期刊介绍: The Journal of Business-to-Business Marketing® encourages diversity in approaches to business marketing theory development, research methods, and managerial problem solving. An editorial board comprised of outstanding, internationally recognized scholars and practitioners ensures that the journal maintains impeccable standards of relevance and rigorous scholarship. The Journal of Business-to-Business Marketing features: •basic and applied research that reflects current business marketing theory, methodology, and practice •articles from leading researchers covering topics of mutual interest for the business and academic communities
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