Industrial sales people as market actors

We develop the concept of boundaries in the context of sales personnel and their counterparts encountering and negotiating these while they undertake work to shape markets and build relationships. Drawing on a case study from production chemistry, we show that market shaping implies a mutual development of relationships, goods and services exchanged, and boundaries. In particular, we show that while relationships can submerge and obscure parts or dimensions of boundaries to other market actors, normal business activities such as testing new products and adapting products to changes in environmental legislation make visible some material dimensions of the exchange object, which can attract attention from other sellers. Visibility finds an expression as those market objects are exchanged, such that objects can be devices by which other actors join in and position themselves and their objects within markets.     

Towards an understanding of attraction in buyer–supplier relationships

This paper explores how firms are attracted to one another within buyer–supplier dyads. It draws attention to ways of managing in a relational mode as an alternative to managing in a controlling mode. This study argues that in order to improve value creation and value transfer in buyer–supplier relationships it is not enough to optimize and coordinate management and control systems. Following Dwyer et al. [Dwyer, R., Schurr, P.H. and Oh, S. (1987). Developing buyer–seller relationships. Journal of Marketing, 51: 11–27.], it argues that mutual attraction is important in developing relationships. It is also argued that this can be achieved through a range of perceptual approaches and actions, which enhance performance between the parties involved. A conceptual model of attraction is developed with theoretical underpinnings in social exchange theory. It proposes three behavioral constraints: expected value, trust, and dependence. These components of attraction interact to draw dyadic parties closer together or push them apart. Finally, implications for research and practice are discussed.     

A model of value assessment in collaborative R&D programs

This study examines the tasks, processes, and frameworks central to performance assessment in collaborative research organizations. The domain of the study is the partnered learning approach to research and development (R&D) management. The empirical results highlight relationships between context (center scale) and performance (value perceived by industry sponsors) in such R&D collaborations. Insights from this research are broadly applicable to the maintenance of alliances among firms involved in collaborative R&D and are generalizable to that context. Data gathered from a national population of 58 National Science Foundation (NSF) sponsored centers over a 3-year period reveal significant evolutionary patterns in the development of collaborative relationships. Successful industry university consortia leverage four core process relationships: (1) the creation of research capacity yielding advances in process and product knowledge; (2) technology transfer behaviors within the participants' organizations; (3) participant satisfaction with the outcomes; and (4) the continuity of industry sponsor support, i.e., commitment to the collaboration.     

Evaluating state cooperative technology programs: With a Virginia case study, and comparative data from Illinois

One of the strategies for economic development to emerge during the 1970s and 1980s to stem decline due to industrial restructuring in the United States was the formation of science and technology initiatives in many states. This strategy was of interest because it suggests the creation of high-wage jobs through the application and development of technology. States in the industrialized part of the United States were losing large numbers of high-wage industrial jobs, as restructuring occurred and the jobs moved offshore or were replaced with technology. These initiatives took several forms including, in some states, departments or secretariats of technology, the formation of authorities that were state agencies but one step removed from the legislature and executive branches and the initiatives that were set up as nonprofit corporations. Today, science and technology programs exist in every state of the United States.In the mid-1990s, the authors were asked to develop a methodology to measure the outputs and outcomes of one of the state centers in science and technology, a program that was increasingly being focused on technology and commercialization rather than primarily on basic or pure research. A methodology was created by the authors in collaboration with the Battelle Institute and was implemented first in 1996. The purpose of this paper is to explain the methodology developed and how it was implemented in an effort to illustrate a number of issues that arise around the issue of evaluating such programs and to explore the policy impact of such studies. The issues include sample selection, survey design, interview protocol, management of client and research team relations, validity and research protocol.     

An exploratory study of the Internet as an industrial communication tool: Examining buyers' perceptions

A thorough understanding of the impact of the Internet on industrial purchase decisions is of critical importance for industrial marketers seeking to incorporate the Internet in their overall communication strategy. Accordingly, this study examines (1) the degree to which purchasing professionals perceive the Internet as useful, (2) how purchasing professionals are using the Internet for communication activities, (3) how the Internet compares to other promotional tools in influencing buyers' purchase decisions, and (4) whether differences among buyers can be identified relative to the perceived influence of suppliers' websites. The results provide some practical implications for industrial marketers regarding the use of the Internet relative to other promotional tools.     

Buyer attentiveness in buyer-supplier relationships

How do a manufacturing firm's (supplier) relationship marketing activities lead to more profitable business-to-business (B2B) customers? This research proposes that a supplier's relationship activities develop a buyer's attentiveness toward the supplier, which, in turn, leads to profitable buyer purchasing behaviors. Findings from 119 buyer organizations support this contention, and, additionally, buyer attentiveness was found to have a stronger positive influence on favorable buyer behavior than does either buyer dependence or relationship length. This study contributes to our understanding of long-term buyer-supplier relationships in B2B markets.     

A dominant product-dominant country framework of industrial export segmentation

This article proposes a framework that industrial marketing managers can utilize to improve their understanding of and ability to select industrial products for export to attractive global markets. The framework is arrayed along two axes: export products and existing global markets. As a result of the suggested process, a 2×2 model emerges that provides guidance to marketing managers about actions that can be undertaken to maximize success with industrial products and services in the global marketplace.     

Joint and interactive effects of trust and (inter) dependence on relational behaviors in long-term channel dyads

The authors investigate the effects of trust on the relational behaviors of firms in long-term channel dyads across different interdependence structures. Based on the long-term nature of the empirical setting, trust is posited to exert a positive effect on the emergence of relational behaviors in all interdependence conditions. This positive effect of trust is hypothesized to be stronger in highly and symmetrically interdependent channel dyads than in low-interdependence-type symmetric dyads. In addition, for both relatively more dependent and relatively less dependent members of asymmetric dyads, the effect size of trust is hypothesized to increase as the perceived level of interdependence asymmetry increases. Data collected from automobile dealers in Turkey reveal that trust in the supplier has the strongest positive effect on the relational behaviors of dealers in asymmetric dealer-supplier dyads that perceive themselves relatively less dependent than their suppliers. For relatively more dependent dealers, trust is found to exert a modest positive effect. In symmetrically interdependent dealer-supplier dyads, trust exerts a modest positive effect on dealer relational behaviors in the low mutual dependence condition, and this effect size reduces to the point of nonsignificance in the high mutual dependence condition. Theoretical and managerial implications of these findings are discussed.     

Relationship marketing and brand involvement of professionals through web-enhanced brand communities: the case of Coloplast

More and more firms are recognizing the advantages of web-enhanced brand communities as a lever for relationship-marketing communication. Brand communities, not only provide companies with an additional communication channel, but also allow the possibility of establishing linkages to devoted users. So far, brand community has only been discussed in relation to B2C marketing. However, the effect of using web-enhanced brand communities in a B2B context may be even greater inasmuch as professional users have a strong and long-standing interest in exchanging product-related information. Based on the Coloplast case study, this contribution outlines a conceptual model for linking web-enhanced brand community activities and relationship building in B2B markets.     

Reverse auctions for relationship marketers

Reverse auctions in logistics and procurement have grown dramatically since the advent of widespread Internet usage in the late 1990s. A literature review indicates that scholars and practitioners are reaching a consensus around a trade-off between the value and benefits of gaining lower prices versus losing long-term relationships with suppliers. Yet at the same time, a quiet evolution has come about in the economics and management literature, opening the way for new, more relationship-friendly auction designs. Based on this new work, a series of guidelines and principles are developed which describe how managers may collect the economic pricing advantage of reverse auctions—yet retain the long-term benefits of relationship marketing.