服务主导逻辑和市场导向:以巴西农业综合企业为例

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2022-04-22 DOI:10.1515/roms-2021-0054

Mariangela Duarte Soares Albuquerque, T. Martins

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引用次数: 0

摘要

摘要本文的目的是评估巴西农业综合企业B2B背景下服务主导导向（S-DO）、响应性市场导向（RMO）和主动性市场导向对品牌绩效的互补效应。我们对147家直接向农民销售农产品的巴西农业综合企业进行了调查。数据通过三模型层次回归分析进行分析。结果表明，PMO和RMO补充的S-DO在比S-DO本身更显著的层面上影响和解释品牌绩效。当企业发出声音并与客户合作，根据他们的潜在需求领导主动创新的研究时，互补效应就会凸显出来。该研究使农业综合企业营销经理能够通过有指导的创新研究过程，反思B2B客户在企业价值共创过程中的参与情况。

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Service Dominant Logic and Market Orientation: A Case Study of Brazilian Agribusiness Firms

Abstract The purpose of this paper is to evaluate the Service Dominant Orientation (S-DO), Responsive Market Orientation (RMO) and Proactive Market Orientation (PMO) complementary effect on Brand Performance in the Brazilian agribusiness B2B context. We conducted a survey with 147 Brazilian agribusiness firms that sell supplies directly to farmers. The data were analysed through a three-model hierarchical regression analysis. The results indicated that S-DO complemented by PMO and RMO impacts and explains brand performance at more significant levels than S-DO by itself. The complementary effect is highlighted when firms give voice and partner up with their customers that leads the proactively innovative research based on their latent needs. The study allows agribusiness marketing managers to reflect on the insertion of the B2B customer in the firm’s value co-creation process through a guided innovative research process.

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.