Buyer power with atomistic upstream entry: Can downstream consolidation increase production and welfare?

This paper investigates the effects of buyer power on entry into an atomistic upstream market and economic welfare. Under reasonable market conditions, we show that industries with a few buyers induce more upstream entry than industries with a larger number of firms. In particular, monopsony can be more conducive to entry and lead to higher social welfare than more fragmented industry structures. This seeming paradox arises because a single buyer better internalizes the positive effects of entry on later-periods’ supply conditions than a collection of firms. This result is relevant in a number of market settings, including markets for specialized labor and processing markets for agricultural products.     

The impact of entrepreneurial orientation on B2B branding and business growth in emerging markets

This study examines the relation between entrepreneurial orientation and brand orientation in industrial small and medium-sized enterprises (SMEs) and the extent to which the two contribute to business growth in emerging markets. The authors develop and empirically test a structural model using data collected from Hungary, a country that has undergone a political and economic transition during the past two decades since the fall of the iron curtain. The results show that entrepreneurial orientation has a positive effect on business growth in emerging markets, whereas brand orientation has an adverse effect. Furthermore, the study examines whether there are differences (1) between B2B firms and B2C firms operating in emerging markets and (2) between B2B firms operating in emerging markets (Hungary) and in developed markets (Finland). The results from comparative analyses suggest that while B2B firms and B2C firms do not differ significantly from each other, there are notable differences between emerging markets and developed markets. Specifically, the study finds that although brand orientation does not contribute to business growth in Hungarian B2B firms, it has a positive effect on growth in B2B firms operating in Finland.     

“Green” supply chain management: The role of trust and top management in B2B and B2C markets

“Green” supply chain management (GSCM) has often been associated with highly visible companies (Bowen, 2000) and firms within consumer-focused industries (Buysse & Verbeke, 2003; Hall, 2000; Roht-Arriaza, 1996). As such, GSCM has partly been led by development of consumer awareness of environmental issues (Beamon, 1999; Zhu et al., 2005). This suggest that firms operating in business-to-consumer (B2C) markets have strong incentives to implement GSCM, due to both institutional and stakeholder pressure. However, this leaves the role of GSCM in business-to-business (B2B) sectors relatively unexplored and to-date little is known about: 1) the relative engagement with GSCM among firms in business-to-consumer and business-to-business sectors; 2) the conditions that are necessary for successful implementation of “green” practices in B2B supply chains. This study addresses these issues within the context of 340 buyer–supplier relationships in the United Kingdom, using an innovative research methodology that captures firms' engagement with GSCM practices and minimizes social desirability and common source biases. Our results show that GSCM is relatively limited among firms in B2B markets compared to firms in B2C markets. At the same time, we show that developing trust with supply chain partners, while also having top management support, is a crucial driver of engagement with GSCM among firms in B2B sector but less important among firms in B2C sector. These findings provide considerable insights to managers and marketers of B2B supply chains that seek to respond to a growing interest of environmental performance of supply chain.     

Branding a B2B service: Does a brand differentiate a logistics service provider?

Existing research has shown that strong brands serve as an important point of differentiation for firms, assisting customers in their evaluation and choice processes. Although there is considerable research on the branding of consumer goods and an increasing literature on industrial and service brands, little is known about branding in the context of business-to-business services. This research extends existing brand theory to a new setting, namely B2B services. Drawing on the results of two mail surveys, we examine B2B services branding in the context of logistics services. Findings suggest that brands do differentiate the offerings of logistics service providers and that brand equity exists for this commodity-like B2B service. Findings also support the extendibility of Keller's [Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22] brand equity framework into the logistics services context. However, results of this study show that; logistics service providers and their customers have different perspectives on the relative influence of brand image and brand awareness on brand equity. Implications of these findings for managers and directions for future research are offered.     

Marketing to firms in developing asian countries

The Newly Industrialized and Developing Asian countries represent a substantial and growing market for capital goods and for industrial components. Industrial buyer behavior among firms in these countries is different from that exhibited by firms in the advanced, industrialized countries. Therefore, different marketing strategies are required to penetrate NIC and LDC markets. This article discusses industrial buyer behavior in the NICs and LDCs and makes recommendations for marketing strategies.     

Industrial brand value and relationship performance in business markets — A general structural equation model

This paper develops a general model of industrial brand value and relationship performance in business-to-business markets from the perspectives of consumer and industrial marketing literature. The structural equation model integrates the analysis of industrial brand value and relationship performance. The model describes the extent to which supplier-buyer transaction performance is influenced by the eight important factors: supplier competence, purchasing value, customer satisfaction, switching cost, brand trust and loyalty, relationship quality, commitment, and transactional performance.The general model is applied to organizational buyer groups of comprehensive industrial markets (Electronics, Chemicals, Equipment, etc). The analysis finds that supplier competence directly affects purchasing value and customer satisfaction, and via purchasing value and customer satisfaction, it indirectly affects commitment, switching cost, brand trust and loyalty. The managerial implications of the study results are also discussed.     

Balancing exploration and exploitation capabilities in high technology firms: A multi-source multi-context examination

Based on the dynamic capability view, this study examined the balance between exploration and exploitation capability. With this, we proposed a framework that synthesizes the impact of new product creativity and marketing program creativity on new product quality (internal product quality and external product quality), and further understanding the path to performance of new products in a select number of industrial and consumer products. The main findings revealed that the effect of new product creativity in consumer product firms through internal and external product quality was less dominant than those in industrial product firms. In contrast, the effect of marketing program creativity in industrial product firms through only external product quality was less dominant than those in consumer product firms. Additionally, this paper also discusses the research limitations, future research directions, and theoretical and practical implications.     

Managing Seller–Buyer Relationships during New Product Development*

Ineffective relationship management with potential buyers during new product development (NPD) can be an important contributor to new product failure in technology‐based, industrial markets. However, empirical research on managing these relationships remains underdeveloped. This study addresses this deficiency by developing an empirically based taxonomy of relationship approaches used by sellers to develop technology‐based, industrial innovations, identifying situational characteristics that correlate with the choice of a particular relationship approach, and evaluating sellers' satisfaction with their relationship approach. The study's conceptual model is rooted in transaction cost analysis (TCA) and draws from extant literature on seller–buyer relationships during NPD. It was tested with data from 334 small to mid‐sized firms in a variety of technology‐based industrial markets. The results indicate that sellers use three basic relationship approaches during NPD: a bilateral approach, a buyer‐guided approach, and a seller‐guided approach. While the bilateral approach relies on a mutual exchange of information, the buyer‐guided and seller‐guided approaches do not. Juxtaposed with the high levels of satisfaction experienced by sellers in the sample, the study suggests that no one relationship approach is universally desirable. Therefore, managers may need to engage in a portfolio of relationship approaches with buyers during NPD; further, these approaches should correlate with buyer‐related (i.e., perceived buyer knowledge and prior relationship history) and innovation‐related (i.e., product customization and technological uncertainty) characteristics. Collectively, these results can help sellers optimize their relationships with buyers during NPD.     

Industrial Pricing Strategies in Singapore and the U.S.: Same or Different?

It is generally believed that business-to-business marketing strategies are more uniform worldwide than those in consumer markets, because the buying firms focus more on issues such as product performance and profits. If this is so, a strategy model validated in one industrial market should apply reasonably well in another. This study compares pricing strategies of industrial firms in two market economies, the U.S. and Singapore. A pricing strategy model validated in the U.S. was tested in Singapore to determine whether internal and external conditions incorporated in the model could adequately explain differences in strategy choices between the markets.     

A literature review and future agenda for B2B branding: Challenges of branding in a B2B context

The existing body of research knowledge on brand management has been predominantly derived from business-to-consumer markets, particularly fast moving consumer goods and has only recently started to expand in other contexts. Branding in business-to-business markets has received comparatively little attention in the academic literature due to a belief that industrial buyers are unaffected by the emotional values corresponding to brands. This paper provides a critical discussion of the fragmented literature on business-to-business branding which is organized in five themes: B2B branding benefits; the role of B2B brands in the decision making process; B2B brand architecture; B2B brands as communication enablers and relationship builders; and industrial brand equity. Drawing on the gaps and contradictions in the literature the paper concludes by proposing an agenda for future research.     

Choice of ownership mode in joint ventures: An event history analysis from the automotive industry

Inter-firm partnerships continue to be a major trend in the B2B context. Firms seek collaborative ventures to enter foreign markets, combine resources, share costs and risks, and build synergies in an increasingly competitive environment. Accordingly, the impacts of firm and host country characteristics on the selection of entry mode have been extensively studied in the literature. Nevertheless, most of these studies regard all entry modes as feasible alternatives for firms, which is rarely the case in practice. Instead, the number of entry modes available to a firm is more likely to be limited by the firm's assets and the context of the host country. As such, these contingencies, coupled with the idiosyncrasies of each entry mode, necessitate more focalized inquiry in the entry mode literature. Drawing from the OLI framework, this study zeroes in on international joint ventures (IJVs) and analyses the impact of ownership and location advantages on firm's decision about the level of control (i.e., internalization level) in an IJV in a given country. Results indicate a positive relationship between the ownership advantages and the level of control. It is also found that firms tend to favor higher control mode where the host country provides better locational advantages.     

Securing business-to-business relationships: The impact of switching costs

While the relationship marketing literature acknowledges the importance of switching costs for increasing customer retention, little is known about its relevance in industrial markets. In particular, it is unclear whether switching costs, and associated dimensions, impact on behavioral outcomes of buyer–seller relationships in business-to-business (B2B) markets. In order to contribute to theory development in this important area, our research first explores the dimensions of switching costs for the B2B domain and also tests the relative impact of these dimensions on business customers' actual purchase behavior. Results suggest that switching costs in B2B settings are a multi-faceted construct, including (i) procedural, (ii) financial, and (iii) relational switching costs. Moreover, we find relational switching costs to be most important for securing B2B buyer–seller relationships since they impact a customer's (a) share-of-wallet, (b) cross-buying behavior, and (c) actual switching behavior. While procedural switching costs only influence share-of-wallet, financial switching costs solely impact customer's cross-buying behavior. These findings contribute to a better understanding on how to secure B2B buyer–seller relationships.     

Reducing Structural Dominance and Entry Barriers in Russian Industry

While many industrial firms in Russiahave undergone ownership change, relatively few havecompetitively restructured. This paper, using survey and other data, suggests much of Russian industry is immune from robust competition due to seller/buyer concentration in select markets, a high degree of vertical integration, and geographic segmentation. Regulatory constraints protect incumbent firms from entrants, both domestic and foreign. The absence of new businesses is striking. Restructuringanti-competitive structures and reducing barriers to entry should be key items in Russia'spost-privatization program, and the paper sketches out a reform agenda. The nascent rules-based framework for competition policy should be strengthened to reduce discretion, increase transparency and enhance accountability.     

Networks in a protected business context: Licenses as restraints and facilitators

Taking the network approach developed in the Nordic countries as a point of departure (cf. [Håkansson, H. and Snehota, I. (1989). No business is an island. The network concept of business strategy, Scandinavian Journal of Management 5 (3) 187-200.; Turnbull, P., Ford, D., and Cunningham, M. (1996). Interaction relationships and networks in business markets. An evolving perspective, Journal of Business Marketing 11 (3/4) 44-62]) this paper seeks to explore how firms and networks are affected by high involvement by governmental authorities. A special focus is given to the regulating instrument of licenses. In two case studies of protected industries, the pharmacy and insurance industry, we find that licenses are restrictions but also facilitators for relationships and networks. Licenses render firms a certain degree of acceptance, define roles and positions in the network, and affects efficiency. Thus, although licenses can be seen as a restriction for firms it also becomes evident that they facilitate firms' activities related to operating and/or entering new markets.     

Industrial product positioning: Progmatic uses

With increased competition and sophistication in the industrial sector, a better understanding of buyer behavior and attitudes is necessary to minimize “marketing myopia” and maximize marketing productivity. Numerous techniques are emerging to facilitate greater understanding of the buyer. A group of these techniques, known as product positioning, are likely to be especially useful in developing effective marketing programs [8]. Product positioning has achieved substantial acceptance by consumer marketing firms but far less use by industrial firms [9]. An approach to product positioning which is useful in both industrial and consumer marketing is developed here.     

Motivations for selecting cross-border e-commerce as a foreign market entry mode

This article is an in-depth case study examining a foreign firm deploying Cross-border E-commerce as an entry mode to the Chinese market, integrating services provided by a major technology provider and a leading marketplace platform. Selecting which foreign market entry mode is an important internationalization strategic decision of firms and could have a considerable impact on the firm's performance. The CBEC mode emerges as a plausible choice: e-commerce has grown rapidly in many markets, particularly in China. Additionally, foreign firms face high transaction costs due to unfamiliar consumer behavior and institutional barriers. It is especially difficult for SMEs.This study deploys transaction cost theory as the underpinning framework to explain the motivations for selecting a CBEC entry mode. The findings suggest that CBEC could reduce uncertainties and opportunistic behaviors, while increasing trust. Foreign firms could lower their asset investment in physical shops, staff requirements and training, logistics and warehousing: these supports are provided by marketplace platforms. This new entry mode also takes advantage of the involvement and the dependency of intermediaries. In addition to providing market knowledge, technology providers help to build trust and reduce risks and thereby transaction costs, despite the high transaction frequency of e-commerce.     

Increased Buyer Concentration and Its Effects on Profitability in the Manufacturing Sector

The article details the increase in buyerconcentration that has occurred throughout themanufacturing sector in recent years and explores itseffects on manufacturers' profitability. The articledevelops a new firm-level data set derived fromSecurities and Exchange Commission (SEC) Form 10-Ksubmissions to explore this topic among 218 firms in19 industries. The article's econometric resultsconflict with economic theory's prediction thatgreater buyer concentration is likely to be associatedwith lower seller profits principally in oligopolisticindustries. To the contrary, the results suggest thatbuyer concentration reduces profitability primarily incompetitive rather than oligopolistic industries.     

The evolution of generic brands in industrial markets: the challenges to owners of brand equity

The paper suggests that generic brands can develop in industrial markets as easily as they can in consumer goods markets. It briefly examines the issue of branding in industrial markets and then describes the problems that firms can face if their brand name becomes used in a generic manner. It suggests actions that such firms can take as responses to this situation.     

Relational and transactional factors as hybrid criteria for buyer project selection (BPS): An exploratory study from industrial suppliers' perspective

Working off the literature in selection studies, evolving from supplier selection, to buyer selection, to selection as transaction embedded in relationality, this study asks how industrial suppliers actually engage in buyer project selection (abbreviated as “BPS”). Semi-structured interviews and focus group discussions were used to construct and pilot-test a new BPS instrument among electronics executives in Taiwan. A mail survey using the new BPS instrument subsequently resulted in three significant research findings. First, the five BPS factors uncovered a hybridity thesis: factors from the transactional paradigm and the relational paradigm co-existed side by side. Second, even though suppliers engaged in project selection, the majority of the respondents' firms lacked clearly articulated formal BPS criteria. Third, relational satisfaction, more than perceived power, significantly impacted project selection; and project economic contribution, more than the other four BPS factors, played a substantive role in assessing relationality. Our research hopefully will help practitioners to recognize the need of BPS formalization, making a rich literature related to the co-existence/hybridity of transactional and relational approaches in project marketing and management relevant to Taiwan, China and the broader Asian business world in the future.     

How does customer orientation (in)congruence affect B2B electronic commerce platform firms' performance?

Business-to-business (B2B) electronic platforms have become important channels for transforming traditional modes of transaction. The success of these platforms relies heavily on the platform firms' customer orientation (CO) practices, which are designed to attract both sellers and buyers. This study draws on the cross network effect theory to explore whether and how a B2B e-commerce platform firm's (in)congruent CO strategic initiatives toward sellers or buyers affect the firm's performance. In addition, the moderating effects of seller-side and buyer-side demand uncertainty on the relationship between CO (in)congruence and platform firm performance are investigated. The analysis of data collected from 185 B2B electronic platform firms in China reveals that CO incongruence is more beneficial to firm performance than CO congruence. Furthermore, when seller-side demand uncertainty is high, an increase in seller-focused CO incongruence (i.e., higher seller orientation than buyer orientation) or buyer-focused CO incongruence (i.e., lower seller orientation than buyer orientation) improves or impedes a B2B e-commerce platform firm's performance, respectively. However, when buyer-side demand uncertainty is high, an increase in either type of CO incongruence does not improve firm performance. These findings contribute to the literature on and practices of B2B e-commerce and customer orientation.