Justifying CRM projects in a business-to-business context: The potential of the Benefits Dependency Network

2007 ◽  
Vol 36 (6) ◽  
pp. 770-783 ◽  
Author(s):  
H. Wilson ◽  
M. Clark ◽  
B. Smith
Keyword(s):  
Business Context ◽  
Dependency Network ◽  
Business To Business

scholarly journals Convergent and discriminant validity of the perceived risk scale in business-to-business context using the multitrait-multimethod approach

2001 ◽  
Vol 5 (3) ◽  
pp. 167-186 ◽  
Author(s):  
Sérgio C. Benício de Mello ◽  
Martin Collins
Keyword(s):  
Perceived Risk ◽  
Discriminant Validity ◽  
Risk Measure ◽  
Measurement Scales ◽  
Business Context ◽  
Industrial Sectors ◽  
Convergent And Discriminant Validity ◽  
Multimethod Approach ◽  
Consumer Marketing ◽  
Business To Business

Consumer marketing literature is abundant with research on perceived risk. However, little research has investigated the perceived risk measure in business-to-business, specially regarding its various measurement methodologies employed with respect to their validity. A basic goal of marketing as a science is to provide theoretical explanations for buying-selling behaviour. Whoever seeks such explanations normally borrows and develops constructs and theoretical propositions that cannot be promptly generalized. Thus, this research is primarily concerned with testing and discussing two perceived risk measurement scales across two buying situations (business-to-business) using different types of validation techniques. It tests some assumptions and tenets in models of perceived risk by submitting these measures to a convergent and discriminant validation using the multitraitmultimethod approach. The total of firms from two industrial sectors (pharmaceutical and clothing) in the largest States of the Brazilian Federation were consulted. The results indicate that both scales and their variations are valid to assess risk perception. The certainty/seriousness approach proved to be slightly better than the riskiness approach.

The fluid power: constructing the concept of power in community-based tourism in Indonesia

2020 ◽  
Vol 14 (4) ◽  
pp. 515-537
Author(s):  
Cicilia Larasati Rembulan ◽  
Avin Fadilla Helmi ◽  
Bagus Riyono
Keyword(s):  
Social Situation ◽  
Fluid Power ◽  
Group Discussions ◽  
Community Based ◽  
Content Type ◽  
Business Context ◽  
Relationship Processes ◽  
Comprehensive Framework ◽  
Business To Business ◽  
Practical Implications

Purpose The concept of power in the literature is not conclusive yet and still contradictive. As contested concept, power have multi-definition in the literature. This study aims to construct a concept of power between organizations, state-owned enterprises (SOE) and communities in the context of community-based tourism in Borobudur, Indonesia. Design/methodology/approach Participants were 29 individuals representing SOEs (i.e. executive members) and local communities (e.g. village chiefs, community enterprise, managers and residents). Data collection was conducted through interviews, focus group discussions, field records and documents. Using grounded theory, the data were analyzed using open, axial and selective coding. Findings This study discovered that power was fluid. At first, power was a static resource then when it exchanged, it turned into relational/power interplay and at last, became output resource. There was a transformation of antecedent resources of power into a consequential source of power through relationship processes. Research limitations/implications This study should be replicated in other settings for further research, for example, in a business-to-business context and business-to-government to develop a general framework. Practical implications Policymakers should be aware of such fluid power to ensure that community-based tourism programs can benefit all parties involved. Originality/value Findings from this study make several contributions to current literature as follows: this study extends from the existing theories of power, the community-based tourism context where this study was conducted represents actual social situation allowing it to be transferrable to real environment and elaborating theory of power into a comprehensive framework.

scholarly journals Outcomes of service encounter quality in a business-to-business context

2007 ◽  
Vol 36 (5) ◽  
pp. 575-588 ◽  
Author(s):  
Chanaka Jayawardhena ◽  
Anne L. Souchon ◽  
Andrew M. Farrell ◽  
Kate Glanville
Keyword(s):  
Service Encounter ◽  
Business Context ◽  
Business To Business

Enhancing service innovation in a business-to-business context

2014 ◽  
Vol 6 (4) ◽  
pp. 290-308 ◽  
Author(s):  
Maaria Nuutinen ◽  
Katri Ojasalo
Keyword(s):  
Service Innovation ◽  
Research Process ◽  
Structured Interviews ◽  
Content Type ◽  
Business Context ◽  
Service Logic ◽  
Interdisciplinary Framework ◽  
Business Customers ◽  
Reciprocal Value ◽  
Business To Business

Purpose – The purpose of this article is to develop a theoretically and empirically grounded interdisciplinary framework for understanding service innovation in a business-to-business (b-to-b) context, particularly from the perspective of the small- and medium-sized enterprise (SME). Design/methodology/approach – This study used an abductive research process, supported by theoretical insights from a literature review, and empirical evidence from a multiple-case study. Six SME case companies were all transforming towards service logic. The empirical data consists of semi-structured interviews with the case companies and their business customers, workshops and business documents. Findings – The study identified four critical service logic-related perspectives in service innovation in a b-to-b context, and related key questions: How is potential for new service business recognised? How is freedom of action perceived? What kinds of strategies are plausible? What are the reasons, objectives and support for the change? The shared interpretation of these questions within an organisation seemed to be related to the company’s success in doing business in new ways, enhancing service innovations and in their transformation to service logic. Originality/value – This article offers a new interdisciplinary and empirically grounded perspective on innovation in the b-to-b and SME context framing the phenomenon in service logic. Tackling the questions is a precondition for SMEs in enhancing service orientation in strategy, mutual value orientation in organisational culture, their role in others’ business and collaborative business development, thus enhancing service innovations producing reciprocal value-in-use over time.

scholarly journals An Empirical Research Framework on Digital Marketing Consultancy: The Case of Marcheluzzo Srl

2020 ◽  
Vol 24 (39) ◽  
pp. 06-12
Author(s):  
Charles Alves de Castro
Keyword(s):  
Literature Review ◽  
Empirical Research ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Main Research ◽  
Business Context ◽  
Advertising Budget ◽  
On Line ◽  
Research Questions ◽  
Business To Business

AbstractDrawing from the integrated areas of internal consultancy in marketing, advertising budget, and digital marketing, this empirical research aims to examine the company Marcheluzzo`s off-line advertising budget focused on the Brazilian market to combine on-line advertising investments in a new expense budget plan for 2021. A comprehensive analysis of the literature review demonstrates the importance of digital marketing strategies in a B2B - (business-to-business) context within the Brazilian market, covering both their benefits and challenges. The literature review filled and discussed the gaps found, it was also analyzed the past and actual literature within the specific themes in this research. The data used in this research was gathered by a semi-structured one-to-one interview conducted personally with the Marcheluzzo`s marketing and commercial manager. In addition, through the field observation and documents collected in the company more information was possible to gather and have insights about a variety of subjects mainly related to the advertisement budget. It was possible to successfully answer the two main research questions being discussed using the data collected. It was found that Marcheluzzo has been interested in making investments in digital marketing, as well as, there is room for this investment in a new advertisement budget focused on the Brazilian market, combining online and offline marketing strategies. Keywords: Advertising Budget. Digital Marketing. Marketing Consultancy. Resumo A partir das áreas integradas de consultoria interna em marketing, orçamento publicitário e marketing digital, esta pesquisa empírica visa examinar o orçamento publicitário off-line da empresa Marcheluzzo voltado para o mercado brasileiro para combinar investimentos publicitários on-line e off-line em um novo plano orçamentário para 2021. Uma análise abrangente da revisão da literatura demonstra a importância das estratégias de marketing digital em um contexto B2B - (Business-to-Business) no mercado brasileiro, abrangendo seus benefícios e desafios. A revisão bibliográfica preencheu e discutiu as lacunas encontradas, também foi analisada textos já publicados e atuais dentro dos temas específicos desta pesquisa. Os dados utilizados nesta pesquisa foram coletados por meio de entrevista semiestruturada individual realizada pessoalmente com o gerente de marketing e comercial do Marcheluzzo. Além disso, por meio da observação de campo e dos documentos coletados na empresa foi possível reunir mais informações e ter insights sobre uma variedade de assuntos relacionados principalmente ao orçamento publicitário. Foi possível responder com sucesso às duas principais questões de pesquisa em discussão usando os dados coletados. Constatou-se que a empresa Marcheluzzo tem interesse em fazer investimentos em marketing digital no Brasil, bem como, há espaço para esse investimento em um novo orçamento publicitário voltado para o mercado brasileiro, combinando estratégias de marketing online e offline. Palavras-chave: Orçamento Publicitário. Marketing Digital. Consultoria de Marketing

Does the hierarchical position of the buyer make a difference? The influence of perceived adaptive selling on customer satisfaction and loyalty in a business-to-business context

2014 ◽  
Vol 29 (5) ◽  
pp. 364-373 ◽  
Author(s):  
Sergio Román ◽  
Pedro Juan Martín
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
Equation Modeling ◽  
Content Type ◽  
Adaptive Selling ◽  
Business Context ◽  
Wide Range ◽  
Hierarchical Position ◽  
Relational Outcomes ◽  
Business To Business

Purpose – The first purpose of this research is to analyze the influence of adaptive selling, as perceived by customers, on customer satisfaction – both with the salesperson and the company – and loyalty to the supplier. In addition, this study aims to examine to what extent the organizational position occupied by the buyer moderates the results obtained (i.e. satisfaction and loyalty) as a consequence of a salesperson’s adaptive selling behavior. Design/methodology/approach – Data obtained from a survey of organizational buyers from a wide range of industries are analyzed through structural equation modeling. Findings – Findings from the study indicate that perceived adaptive selling significantly increases satisfaction with the salesperson, satisfaction with the supplier and loyalty to the supplier while controlling for length of the buyer–seller relationship. In addition, these effects are stronger when the contact person at the buying company is the general manager as opposed to the purchasing manager. Originality/value – Despite today’s emphasis on relationship selling, the research on the consequences of adaptive selling has employed primarily sales-related criteria (e.g. sales, quota). This is the first study to analyze the influence of adaptive selling on several customer relational outcomes in a business-to-business context and to analyze the moderating influence of the hierarchical position of the buyer.

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