TBM for a B2B Marketing Department: Case Study SME

2020 ◽  
pp. 195-212
Author(s):  
Uwe G. Seebacher
Keyword(s):  
Marketing Department ◽  
B2b Marketing

A novel MADM approach to the ground-handling agent selection problem in B2B markets

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mahmut Bakır ◽  
Emircan Özdemir ◽  
Şahap Akan
Keyword(s):  
Airline Industry ◽  
Multiple Attribute Decision Making ◽  
Content Type ◽  
B2b Marketing ◽  
Multiple Attribute ◽  
Time In Literature ◽  
Agent Selection ◽  
Ground Handling ◽  
First Time

PurposeGround-handling services are important for effective aircraft operations in the air transportation system. Airlines often outsource these services to ground-handling agents through business-to-business (B2B) marketing decisions. Therefore, this paper aims to address the problem of ground-handling agent selection in the airline industry.Design/methodology/approachA real-world case study was carried out to demonstrate the applicability of the integrated best worst method and fuzzy multi-attribute ideal real comparative analysis (F-MAIRCA) approach to solve ground-handling agent selection problems under uncertainty and imprecision. A two-stage sensitivity analysis was also conducted to ensure the credibility and validity of the application.FindingsIn the weighting stage, “Quality” was determined as the most important criterion in terms of supplier performance. With regard to the performance of the ground-handling agents, A2 was found as the optimal supplier in terms of both credibility and validity.Practical implicationsThis study enumerated several criteria that ground-handling agents must meet in order to effectively supply services for the airlines. In addition, this study provides a novel framework from which managers can gain additional benefits from their businesses. Finally, it is concluded that this approach will help airline managers quantitatively in choosing the most appropriate ground-handling agent.Originality/valueThe contributions of this study to the existing literature are twofold. First, we propose a novel multiple attribute decision-making approach to address the problem of supplier selection for airlines under uncertainty and imprecision. Second, the selection of ground-handling agents from the B2B perspective is addressed for the first time in literature.

Impact of advertising puffery and celebrity trustworthiness on attitude and purchase intent: a study on Indian youth

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Krunal K. Punjani ◽  
V.V. Ravi Kumar
Keyword(s):  
Airline Industry ◽  
Multiple Attribute Decision Making ◽  
Content Type ◽  
B2b Marketing ◽  
Multiple Attribute ◽  
Agent Selection ◽  
Ground Handling ◽  
First Time ◽  
Business To Business

PurposeGround handling services are important for effective aircraft operations in the air transportation system. Airlines often outsource these services to ground handling agents through business-to-business (B2B) marketing decisions. Therefore, this paper aims to address the problem of ground handling agent selection in the airline industry.Design/methodology/approachA real-world case study was carried out to demonstrate the applicability of the integrated Best Worst Method and fuzzy multi-attribute ideal real comparative analysis (F-MAIRCA) approach to solve ground handling agent selection problems under uncertainty and imprecision. A two-stage sensitivity analysis was also conducted to ensure the credibility and validity of the application.FindingsIn the weighting stage, “Quality” was determined as the most important criterion in terms of supplier performance. With regard to the performance of the ground handling agents, A2 was found as the optimal supplier in terms of both credibility and validity.Practical implicationsThis study enumerated several criteria that ground handling agents must meet in order to effectively supply services for the airlines. In addition, this study provides a novel framework from which managers can gain additional benefits from their businesses. Finally, it is concluded that this approach will help airline managers quantitatively in choosing the most appropriate ground handling agent.Originality/valueThe contributions of this study to the existing literature are in twofold. First, the authors propose a novel multiple attribute decision-making (MADM) approach to address the problem of supplier selection for airlines under uncertainty and imprecision. Second, the selection of ground handling agents from the B2B perspective is addressed for the first time in the literature.

Digital, Decentralized Supply Chain and Its Implication for B2B Marketing

2021 ◽  
pp. 46-63
Author(s):  
Subhasis Ray
Keyword(s):  
Supply Chain ◽  
Medical Equipment ◽  
Small Towns ◽  
Digital Platforms ◽  
B2b Marketing ◽  
Organizational Buying ◽  
Decentralized Supply Chain ◽  
Start Up ◽  
Industrial Buying

This chapter discusses the possible effects of decentralized, digital supply chains on B2B marketing. Traditional buying and selling functions will change once large organizations decide to procure from digital platforms. Using the case study of medikabazaar.com, an Indian start-up, the chapter shows that while medical supply purchase will become decentralized, digital platforms will create a new centralization of suppliers and have a significant impact on industrial buying particularly for high value medical equipment purchase in small towns or small hospitals. Organizational buying process will be impacted and companies that choose to supply products directly to hospitals will have to change their marketing strategy suitably.

Social Networks of Researchers in B2B Marketing: A Case Study of the IMP Group 1984–1999

2005 ◽  
Vol 12 (1) ◽  
pp. 3-34 ◽  
Author(s):  
P. Morlacchi ◽  
I. F. Wilkinson ◽  
L. C. Young
Keyword(s):  
Social Networks ◽  
B2b Marketing

scholarly journals CSR Aimed at Clients of an Animal Nutrition Business: A Case Study

2017 ◽  
Vol 7 (3) ◽  
pp. 63
Author(s):  
Julio César López Figueroa ◽  
René Daniel Fornés Rivera ◽  
Elizabeth González Valenzuela
Keyword(s):  
Emerging Market ◽  
Animal Nutrition ◽  
Competitive Advantages ◽  
Organizational Strategies ◽  
Commercial Activity ◽  
Socially Responsible ◽  
Marketing Department ◽  
A Value ◽  
Business Market

The objective of the present study is to elaborate a proposal of socially responsible practices aimed at the clients of a Mexican business whose commercial activity is the elaboration of products for animal nutrition and which does not at present have a formal CSR approach in their strategy and therefore lacks important competitive advantages for operating in the business market today.A literary revision in which the evolution of CSR was presented was carried out as part of this research. We also analyzed three main models for managing CSR in organizations and made a description of some empiric studies of CSR aimed at clients. In the development of the methodology a case study was used, resulting in a diagnosis of the situation of the business with respect to CSR along with a plan for improvement which contains the socially responsible practice proposals suggested in order to create a value relationship with this particular interest group.It is important to point out that we worked together with the members of the marketing department of the business under study, because it is attending to the needs of the clients, making the employees experience very valuable in determining proposed practices. The results of this research were intended to contribute empirical evidence about the application of CSR in the organizational strategies of emerging-market countries, while increasing existing CSR research in Mexican national industries.

External drivers of entry mode decisions of a higher education institution

2015 ◽  
Vol 28 (1) ◽  
pp. 124-140 ◽  
Author(s):  
Mei Teh Goi
Keyword(s):  
Higher Education ◽  
Cultural Distance ◽  
Education Institution ◽  
Minimal Amount ◽  
Higher Education Institution ◽  
Marketing Department ◽  
Content Type ◽  
Governance Quality ◽  
The Impact

Purpose – The purpose of this paper is to examine the impact of cultural distance, governance quality, and market attractiveness on attachment of agents with a university. Design/methodology/approach – A single university was chosen as a case study and secondary data were collected. The focus of this paper is on education agents who market higher education institution (HEI) in international market and recruit international students. Findings – Multiple regression was performed and the finding indicated that governance quality and market attractiveness are significantly related with a number of agents attached to the marketing department of the university. However, cultural distance showed no significant relationship with agent attachment. Research limitations/implications – The availability of data was most challenging in gathering data for this study because the culture of a country may change across time and the sample was based on only one case study, a minimal amount of information was obtained. Practical implications – This study addresses the external factors that needed to be considered in selecting new agents. Originality/value – This study contributes to the international marketing literature by a focus on HEI and focus on agency approach.

scholarly journals Using a software as a service program in sales-marketing: a case study on Odoo

2021 ◽  
Vol 342 ◽  
pp. 08001
Author(s):  
Ana Maria Mihaela Iordache ◽  
Cezar Octavian Mihalcescu ◽  
Beatrice Sion
Keyword(s):  
Information Flow ◽  
Software As A Service ◽  
Easy Access ◽  
Access To Information ◽  
Service Program ◽  
Marketing Department ◽  
Sales Team ◽  
Marketing Process ◽  
The Right

With the development of technology, implicitly of the fast and easy access to information, the requirements and exigencies of the customers have changed. The customer asks for much more information about a product before deciding to buy it, and a prompt response from the sales team will tip the balance decisively in favor of the seller. The success of an efficient sales team is represented by addressing to the right customers at the right time and in the right way. In the paper we analyzed how the Odoo program can be implemented within the sales-marketing department. Using specific modules, we followed the information flow of the marketing process, from market prospecting and to the registration in accounting of the invoices resulting from the orders made. We also presented the way in which marketing campaigns can be carried out, depending on the target group to which it is addressed.

V-Xpress: B2B marketing in the logistics industry

2019 ◽  
Vol 9 (1) ◽  
pp. 1-23 ◽  
Author(s):  
Neeraj Pandey ◽  
Sandesha Shinde
Keyword(s):  
Marketing Strategy ◽  
Digital Marketing ◽  
Logistics Industry ◽  
Content Type ◽  
B2b Marketing ◽  
Academic Level ◽  
Mba Program ◽  
Logistics Company ◽  
Business To Business

Learning outcomes The learning objectives of this case study are to understand business-to-business (B2B) marketing in a logistics organization; apply go-to-market (GTM) strategy in the logistics industry; design B2B distribution strategy so as to enhance geographic penetration; and develop digital marketing strategies in the logistics industry. Case Overview/Synopsis V-Xpress is a leading B2B player in the express cargo category in the Indian logistics industry. In March 2017, Sachin Nair, Head of V-Xpress Marketing, was presenting three different GTM strategies to the CEO for the new Assured Timely Movement services. He wanted CEO views on each of them so that he can choose the best one. Sachin was also trying to find a solution to backhaul problem in eastern India. The resolution of this problem would have helped V-Xpress to become a truly pan-India B2B logistics company. Sachin was also revamping the digital marketing strategy as part of ambitious V-Xpress marketing strategy. These initiatives were taken as part of CEO’s vision for reaching annual revenue of INR 10bn by 2020. Sachin was thinking about various options so as to implement these changes with least investments. Complexity academic level This case study can be used in B2B marketing, marketing management and marketing strategy course of an MBA program. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS: 8: Marketing

scholarly journals Value Co-Creation Process and Measurement in 4.0 SMEs: An Exploratory Research in a B2B Marketing Innovation Context

2021 ◽  
Vol 11 (1) ◽  
pp. 20
Author(s):  
Marcelo Royo-Vela ◽  
Mariell Velasquez Serrano
Keyword(s):  
Exploratory Research ◽  
B2b Marketing ◽  
Marketing Innovation ◽  
Target User ◽  
The Right ◽  
Two Stages ◽  
Business To Business ◽  
Depth Interviews ◽  
Innovation Processes

The purpose of this exploratory research is to contribute to the lack of empirical research exploring techniques and protocols that can be used to measure the level of value obtained from using these technologies in the various marketing processes and in a business-to-business (B2B) context. By doing so, firms operating in fast changing dynamic environments can develop the right means to continuously adapt, integrate, reconfigure, and redeploy resources and capabilities to become more competitive and disruptive in their offerings. The phenomenon of interest is described by applying a case study qualitative approach to three 4.0 companies which use virtual reality (VR)/augmented reality (AR) technologies and by carrying out ten in-depth interviews to managers in those organizations. Results show that some small and medium sized enterprises (SMEs) are more rigorous about performance and tracking metrics compared to other companies providing similar technological services. In this line, results show two stages where potential value can be generated and measured when utilizing VR/AR technologies. The first is during testing and development of VR/AR simulations. In this stage, only the ones with strong research and academic background have been developing and using tracking systems, guidelines, and protocols as resources to measure the value obtained from using these technologies in marketing innovation processes. The second moment where value creation can be measured is during the implementation of the VR/AR simulation with the target user. Further research is needed to develop standardization guidelines and protocols that guarantee the success of the simulations delivered to the hiring firms.

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