How and why managers use conceptual devices in business-to-business research

2014 ◽  
Vol 29 (7/8) ◽  
pp. 633-641 ◽  
Author(s):  
Lars-Johan Åge
Keyword(s):  
Focus Groups ◽  
Conceptual Model ◽  
Design Methodology ◽  
Business Research ◽  
Specific Context ◽  
Translation Process ◽  
Content Type ◽  
Equal Footing ◽  
Business To Business ◽  
Practical Implications

Purpose – This study aims to analyze how and why managers adopt and use business-to-business (B2B) research. Design/methodology/approach – Data were collected through participant observations, focus groups and interviews in three organizations that had used a certain conceptual model from B2B research. Findings – The study suggests that managers use B2B research in an action-oriented, flexible and dynamic manner. Such conceptual or translational use is characterized by managers’ creative translation of the research to match the problems they are facing at that particular time. Research limitations/implications – This study suggests that researchers and managers are on equal footing, and can contribute to one another in an active and creative way. Practical implications – Through translating research into their specific context, managers can find a new spectrum of research usage in their organization, but can also contribute to research in an interactive and creative way. Originality/value – This study gives empirical examples for how and why a certain piece of B2B research has been used by managers in three organizations. Moreover, this study contributes to existing models relating to marketing use by giving examples of the active translation process in which managers adopt the research to their specific challenges.

Moving beyond traditional sponsorships: understanding the structure and dynamics of minority equity sponsorship agreements

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Furkan Amil Gur ◽  
Adrien Bouchet ◽  
Brian R. Walkup ◽  
Jonathan A. Jensen
Keyword(s):  
Conceptual Model ◽  
Design Methodology ◽  
Qualitative Methodology ◽  
Interview Data ◽  
European Market ◽  
Content Type ◽  
Structure And Dynamics ◽  
Key Stakeholders ◽  
Practical Implications

Purpose The purpose of this study is to understand the structure and dynamics of minority equity sponsorship agreements and the motivations for organizations to go beyond traditional sponsorships by acquiring minority equity in the sponsored organization. Design/methodology/approach This paper adopts a qualitative methodology and presents interview data from key actors involved in minority equity sponsorship agreements. Findings The findings of the paper include major characteristics of minority equity sponsorship agreements including the motivations, dynamics and resources exchanged by sponsoring firms and clubs in these relationships, based on the experiences of key actors from firms, clubs and other key stakeholders, and a conceptual model for forming and maintaining these relationships. Practical implications Sponsorships are increasingly evolving into minority equity sponsorship agreements, particularly in the European market. The findings of this study assist sponsoring firms and the executives of clubs in better understanding the dynamics and stakeholder-related consequences of these relations. Originality/value The findings of this paper illustrate the differences between minority equity sponsorship agreements and both traditional sponsorships and minority equity alliances. The findings also identify major characteristics of these relationships and the interdependencies among these characteristics.

scholarly journals Resource integration for co-creation between marketing agencies and clients

2018 ◽  
Vol 52 (5/6) ◽  
pp. 1329-1354 ◽  
Author(s):  
Tim Hughes ◽  
Mario Vafeas ◽  
Toni Hilton
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Resource Integration ◽  
Marketing Theory ◽  
Content Type ◽  
Integration Approach ◽  
Resource Enhancement ◽  
Operant Resources ◽  
Business To Business ◽  
Practical Implications

Purpose Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration between marketing agencies and their clients. Design/methodology/approach In total, nine case studies have been developed using a dyadic approach of interviewing clients and members of their agency teams. This is followed-up with presentations and workshops with over 200 practitioners who validated the findings and added new perspectives. Findings The key operant resources in the client/agency context have been identified. The ways the operant resources of the actors developed during the course of resource integration, building potential resources for future co-creation are shown. The differing perspectives of the actors to each other’s contribution are highlighted. Research limitations/implications This study suggests that resource enhancement and development, as a result of integration, is important. For agency/client research, resource integration and development brings new perspectives complementing existing relationship approaches to research. The findings have implications for relationship marketing theory across business-to-business (B2B) contexts. Practical implications The findings suggest a resource integration approach that could be jointly addressed between agency and client in improving the way they work together. The discourse of co-creation suggests a way for them to talk about how to work together effectively. Suggestions are made for teaching. Originality/value This study develops the S-D logic theory through exploring resource enhancement and development in a B2B co-creation context. The dyadic nature of the research is novel in studying how marketing agencies and clients work together and new perspectives emerge from the approach.

A framework to manage business-to-business branding strategies

2019 ◽  
Vol 14 (2) ◽  
pp. 110-122 ◽  
Author(s):  
Fabio Cassia ◽  
Francesca Magno
Keyword(s):  
Design Methodology ◽  
Specific Situation ◽  
Content Type ◽  
The Past ◽  
Branding Strategies ◽  
B2b Branding ◽  
Number Of Customers ◽  
The Relationship ◽  
Business To Business ◽  
Practical Implications

PurposeIn the past decades, a growing body of studies has assessed the importance of brands in business-to-business (B2B) markets. However, until date, a comprehensive understanding of B2B branding strategies is lacking. Hence, the purpose of this paper is to develop a framework to select and manage B2B branding strategies.Design/methodology/approachThis study’s arguments are developed in line with MacInnis’s (2011) guidelines on conceptual contributions in marketing.FindingsAs a result of the arguments of this study, a framework is developed to identify the relationships between the types of B2B contexts and effective B2B branding strategies.Research limitations/implicationsDespite deriving from an extensive analysis of the literature, the framework requires future empirical validation. Moreover, the relationship linking a supplier to its customer is unique, and hence, each supplier should carefully select a branding strategy depending on the specific situation.Practical implicationsThe suggested framework provides actionable insights to inform managers’ decisions about the most effective B2B strategy for their firm, based on the relational complexity (number of customers, intensity of co-production and co-creation, and dyadic vs multiple-actor view).Originality/valueThis is the first study to provide a comprehensive model of B2B branding strategies. Therefore, it contributes to both advance theoretical knowledge and managerial practice.

Meeting the needs of different business-to-business customers

2019 ◽  
Vol 35 (11) ◽  
pp. 21-23
Keyword(s):  
Design Methodology ◽  
Business Markets ◽  
Content Type ◽  
Branding Strategies ◽  
Customer Type ◽  
Pertinent Information ◽  
Business Customers ◽  
The Relationship ◽  
Business To Business ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Brands are playing an increasingly influential role in business-to-business markets. Suppliers can become better positioned to exploit the opportunities offered by devising and implementing branding strategies appropriate to the nature of the relationship with and requirements of each customer type. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals Bridging the relevance-ranking chasm: mission impossible?

2018 ◽  
Vol 30 (2) ◽  
pp. 128-144 ◽  
Author(s):  
Judy Zolkiewski
Keyword(s):  
Design Methodology ◽  
Status Quo ◽  
First Century ◽  
Management Research ◽  
Business Research ◽  
Business World ◽  
Content Type ◽  
The Status ◽  
Business And Management ◽  
Practical Implications

Purpose This paper aims to debate the challenges related to balancing relevance and ranking in management research. Design/methodology/approach This is a commentary on and review of challenges faced by twenty-first century management academics. Findings There is a chasm between managerial relevance and current managerial research; however, with academic buy-in, there are ways in which the chasm can be crossed. Research limitations/implications The implications of this are wide reaching for management researchers. They are challenged to consider different methodologies, strategies and dissemination avenues for their research. Practical implications Researchers need to consider not only collaboration with practitioners, as they pursue solutions to managerial problems, but also more inter-disciplinary research that addresses the wicked problems of management in practice. Social implications Solving the challenge of managerial relevance of business research has the potential to allow the contribution of business academia to be fully appreciated by practitioners. Originality/value The value of this thought-piece is that it challenges business and management academics to challenge the status quo and fight to make their research relevant to and valued by the business world.

Brand-reseller representative relationship for enablement: a research agenda

2020 ◽  
Vol 23 (4) ◽  
pp. 679-695
Author(s):  
Suraksha Gupta ◽  
Len Tiu Wright
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Qualitative Methodology ◽  
Theory And Practice ◽  
Content Type ◽  
Emotional Aspect ◽  
Temporal Aspects ◽  
Research Questions ◽  
Business To Business ◽  
Practical Implications

Purpose The purpose of this study is to bring theories of branding and relationship marketing together under the lens of the brand manager and reseller relationship for integrating into a single paradigm. The conceptualization bridges a gap in theory and practice by explaining how a brand can be managed by brand managers building empathetic relationships with resellers and understanding their requirements. Design/methodology/approach It draws upon qualitative methodology and data collected from 12 business-to-business resellers for brands and 8 brand managers working for international brands in India. Findings Brand personified and represented in research questions investigated showed the enablement aspects of brand representatives in competitive reseller networks. Practical implications The findings of this study will be very useful for brand managers aiming to penetrate markets through individuals who could represent their brands to resellers. Social implications This study will help brand managers to create a stronger brand-reseller relationship marketing strategy by incorporating the emotional aspect of personification to benefit a socially driven relationship. Originality/value This study offers new insights into the temporal aspects of branding for business-to-business markets.

Business models in the business-to-business and business-to-consumer worlds – what can each world learn from the other?

2016 ◽  
Vol 31 (8) ◽  
pp. 943-954 ◽  
Author(s):  
Ryan Neill Stott ◽  
Merlin Stone ◽  
Jane Fae
Keyword(s):  
Business Model ◽  
Design Methodology ◽  
Business Models ◽  
Academic Research ◽  
Content Type ◽  
Managerial Implications ◽  
Business To Consumer ◽  
Business To Business ◽  
Practical Implications ◽  
Proper Analysis

Purpose The purpose of this research is to identify how managers can apply the results of academic research into the concept of business models for creating and evaluating possible models for their businesses. Design/methodology/approach A review of the literature is followed by two case studies, from the airline and logistics industries, followed by recommendations based on both. Findings The findings are that there is relatively weak consensus among academics as to the definition and meaning of a business model and its components, and that the notion of generic business model applies better within rather than between industries, but that the discussion is a very fertile one for developing recommendations for managers. Practical implications The managerial implications of the study are that in their planning and strategizing, managers should factor in a proper analysis of the business model they currently use and one that they could use. Originality/value The study provides a useful addition to the literature on the practical implications of business models.

Bridging organizational identity and reputation messages online: a conceptual model

2016 ◽  
Vol 21 (2) ◽  
pp. 195-212 ◽  
Author(s):  
Nell C. Huang-Horowitz ◽  
Karen Freberg
Keyword(s):  
Conceptual Model ◽  
Organizational Identity ◽  
Design Methodology ◽  
Content Type ◽  
Qualitative Review ◽  
Proposed Model ◽  
Potential Applications ◽  
Value Model ◽  
Exploratory Procedure ◽  
Practical Implications

Purpose – The purpose of this paper is to propose a conceptual model that can be used to bridge organizational identity and reputation messages. The proposed model may help organizations more-effectively build and maintain both their desired identity as well as reputation. Design/methodology/approach – The qualitative and exploratory procedure was used to develop a model for simultaneously managing and measuring both identity and reputation messages. The process of conceptualizing an exploratory, qualitative value model begins with identifying relevant concepts and measures. A qualitative review of reputation and identity scholarship was examined for recurring themes and concepts. These themes were then used to formulate the identity and reputation functions and value measures. Findings – The proposed conceptual model presents characteristics and attributes that scholars and practitioners may need to consider when managing an organization’s identity and reputation messages online. The paper also presents potential applications of the model. Practical implications – The proposed qualitative value model, if further tested and quantified, has three potential applications: integrating identity and reputation messages across multiple platforms; telling stories reflective of both identity and reputation messages; and determining the value of attribution across contingencies. Originality/value – Considering the interrelated nature of identity and reputation messages, it is necessary to formulate a model delineating how the two may be bridged with one another. By proposing the conceptual model for how organizations may be able to align their identity messages with reputation messages, this paper hopes to establish a more conscious connection between the identity and reputation scholarship.

scholarly journals Experience-based co-design to improve a pulmonary rehabilitation programme

2019 ◽  
Vol 32 (5) ◽  
pp. 778-787 ◽  
Author(s):  
Sharon Williams ◽  
Alice M. Turner ◽  
Helen Beadle
Keyword(s):  
Focus Groups ◽  
Pulmonary Rehabilitation ◽  
Design Methodology ◽  
Qualitative Case Study ◽  
Rehabilitation Programme ◽  
Patient Perspectives ◽  
Content Type ◽  
Pulmonary Rehabilitation Programme ◽  
Practical Implications

Purpose The purpose of this paper is to investigate patient perspectives on attending pulmonary rehabilitation (PR). This qualitative case study identifies the benefits and challenges to attending PR and presents areas of improvements as recommended by patients. Design/methodology/approach A qualitative case study of a UK case study based on a PR programme based on undertaking focus groups (n=3) and interviews (n=15) with current and former patients. Findings The findings report patient perspectives of the challenges and benefits of attending a PR programme along with recommendations on how the service could be improved. Research limitations/implications The authors focussed solely on a UK PR programme, so the findings might not be applicable to other countries if PR is organised and provided in a unique way or setting. Practical implications This paper provides valuable insights to patient perspectives offrom patients attending PR programmes, which are useful to those running and designing these services. Originality/value The findings identify the benefits and challenges for patients attending PR programmes and suggest areas where improvements can be made.

B2B engagement within an internet of things ecosystem

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sadia Soltani
Keyword(s):  
Internet Of Things ◽  
Literature Review ◽  
Conceptual Framework ◽  
Research Method ◽  
Design Methodology ◽  
Content Type ◽  
Dominant Logic ◽  
Engagement Strategies ◽  
Business To Business ◽  
Practical Implications

Purpose This study aims to investigate business-to-business (B2B) engagement within an internet of things (IoT) ecosystem. A conceptual framework is proposed that can be used for building engagement strategies considering key actors within an IoT ecosystem. Design/methodology/approach The study used an integrative literature review as a research method and investigated engagement across several disciplines along with antecedents and outcomes of engagement to form an understanding of IoT engagement. Findings The findings in this study revealed IoT engagement antecedents as IoT readiness, commitment, communication, involvement and support and, consequently, the outcomes of IoT engagement as trust, loyalty, better performance and satisfaction. Furthermore, IoT engagement needs to be considered from three perspectives, namely, from a multidimensional perspective, beyond a dyad perspective and from the service-dominant logic perspective, which suggests thinking of goods as services and highlights the importance of value co-creation. Research limitations/implications As the study of B2B engagement within the IoT ecosystem is conceptual, empirical investigations are suggested for elaborating on the findings. Practical implications The conceptual framework provides managers within an IoT ecosystem with thorough recommendations on why to change their perspectives toward engagement; it points out drivers of engagement that need to be maintained and adds IoT readiness as a new antecedent to engagement literature. Originality/value This study contributes a coherent conceptualization of actors’ engagement within IoT ecosystems and enhances both the theoretical and practical domain of B2B engagement.

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