Predatory Pricing and Marketing Theory: Applications in Business-to-Business Context and Beyond

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.

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Credibility-Driven Entrepreneurship

The International Journal of Entrepreneurship and Innovation ◽

10.5367/ijei.2011.0015 ◽

2011 ◽

Vol 12 (1) ◽

pp. 5-15 ◽

Cited By ~ 2

Author(s):

Jakob Rehme ◽

Peter Svensson

Keyword(s):

New Product Development ◽

New Ventures ◽

Marketing Theory ◽

Start Up ◽

External Stakeholders ◽

Entrepreneurship Theory ◽

First Sale ◽

Speed To Market ◽

Start Ups ◽

Business To Business

This article investigates how external stakeholders influence the first sale of technology-based business-to-business start-up companies. The authors combine entrepreneurship theory with marketing theory to describe the marketing and selling activities of start-ups and how new ventures reach key milestones. The study shows how two start-ups, an e-business firm and a new product development firm, acquired their first customers. The analysis provides a picture of how a network of the firms' founders, board members and owners contributed to their first sales. It also highlights the importance of sales activities, relationships and industrial knowledge. The paper examines the importance of external stakeholders' relative positions in the web of relationships and assesses how relevant these are in affecting outcomes and speed to market. The authors conclude that the first sale follows a time line with three important phases of activities involving credibility, closing and operations. They find that credibility is best obtained through establishing relationships.

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

Journal of Enterprising Communities People and Places in the Global Economy ◽

10.1108/jec-03-2020-0041 ◽

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.

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Resource integration for co-creation between marketing agencies and clients

European Journal of Marketing ◽

10.1108/ejm-10-2015-0725 ◽

2018 ◽

Vol 52 (5/6) ◽

pp. 1329-1354 ◽

Cited By ~ 8

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.

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