Relative Presence of Business-to-Business Research in the Marketing Literature

Relative to its contribution to the U.S. and other developed countries economies, industrial and business-to-business marketing have been underrepresented in the marketing literature. To determine the extent of this underrepresentation, the authors have evaluated thirty-one marketing journals beginning with the initial publication of the Journal of Marketing in 1936. Without the introduction of journals whose specific focus is industrial marketing, the underrepresentation would have been even more severe than it is currently. Six general research areas were also looked at to determine what trends in industrial marketing research have existed. These areas are: buyer behavior, sales management, marketing relationships, innovation and new product development, marketing strategy, and channels of distribution.     

Commentary: Relative Presence of Business-to-Business Research in the Marketing Literature: Review and Future Directions

In this commentary we reaffirm the position taken by LaPlaca and Katrichis (2009 LaPlaca, P. J. and Katrichis, J. M. 2009. Relative presence of business-to-business research in the marketing literature. Journal of Business-to-Business Marketing, 16(1–2) [Google Scholar]) that there is an underrepresentation of business marketing research in the marketing literature. Our comments highlight the sector size of business marketing in the economy, document the degree of difference on the inherent nature of business versus consumer marketing, compare the relative representation of business versus consumer emphasis in the marketing literature with other subfields, and close by suggesting means for enhancing business marketing research.     

Journal of Business-to-Business Marketing Part I: Subject Listing

The Journal of Business-to-Business Marketing (JBBM), an important thematic journal within the field of marketing, serves as a vital venue for both academicians and practitioners interested in business-to-business marketing phenomena. Articles cover a broad spectrum of topics related to business marketing management. A subject-based listing classifies these articles into sixteen categories according to their key research issues. Those categories are: Advertising and Communication, Brand Management, Buyer-Seller Dyad and Relationships, Channels, Customer Relationships, Education, International Issues, Literature Reviews, Methodology, Networks and Strategic Alliances, Organizational Buying Behavior, Pricing and Value, Product Development, Segmentation, Selling and Salesforce Management, and Technology. After the subject listing, titles and abstracts of all articles appearing in the first fifteen volumes of JBBM are listed in volume/issue order. We hope that this index will provide a useful tool for academicians and practitioners who are interested in business-to-business marketing research     

Commentary: Relative Presence of Business-to-Business Research in Retailing Literature

Our objective in this article is to correct the record on the contribution of the Journal of Retailing to business-to-business (B2B) research in marketing. In particular, we refute the assertion of LaPlaca and Katrichis (2009 LaPlaca, P. J. and Katrichis, J. M. 2009. Relative presence of business-to-business research in the marketing literature. Journal of Business-to-Business Marketing.,  [Google Scholar]) that the Journal of Retailing “does not regularly publish research concerning business-to-business marketing.” Our analysis of recently published (2002–2008) articles in the Journal of Retailing shows that less than 19% are devoted to B2C or C2C topics. Our comparison of the Journal of Retailing's relative emphasis on nine B2B content areas indicates parity with other marketing journals for some topics and a lesser emphasis for others. The key B2B topics of marketing strategy and channels of distribution appear relatively more frequently in the Journal of Retailing than they do in other marketing journals reviewed by LaPlaca and Katrichis (2009 LaPlaca, P. J. and Katrichis, J. M. 2009. Relative presence of business-to-business research in the marketing literature. Journal of Business-to-Business Marketing.,  [Google Scholar]). Hence, any estimate of the contribution of B2B research to marketing knowledge that dismisses the impact of the Journal of Retailing contains a downward bias.     

Journal of Business-to-Business Marketing Part III: JBBM Book Reviews

A total of 143 books were reviewed over the period 1993–2008 in the Book Review section of the Journal of Business-to-Business Marketing. The books encompassed a broad array of topics, including the basic marketing mix elements of business-to-business marketing, purchasing, buyer-seller relationships, global marketing, Internet and e-commerce, organization studies, research methodology, strategy and general management, and education. During this period, five review essays provided thematic and comparative evaluations of a set of books.

This cumulative index is divided into two sections. The first provides a subject listing of books reviewed and the second is a chronological listing. All book reviews are located at the end of each issue of the journal.     

A Commentary on Business Marketing: A Twenty Year Review and an Invitation for Continued Dialogue

ABSTRACT

This article is a commentary on the literature review conducted by Reid and Plank. The objective of the paper is to both critique and complement the review and to provide a forum for debate as to the future direction of research in business-to-business (B2B) marketing research. The paper begins with a challenge to the reader to think beyond the traditional role of B2B marketing and think about how future B2B research could be more relevant and more strategic in focus. The concept of the new competition is offered as a framework for presenting future research issues. The new competition converges on the role of the extended enterprise as the reference point for thinking about competitive forces in a global marketplace. The implications for B2B marketers are discussed.     

Constructing Business-to-Business Marketing Models that Overcome the Limitations in Variable-Based and Case-Based Research Paradigms

ABSTRACT

Purpose: This article describes the principal limitations frequently observable in variable-based and case-based research in business-to-business (B-to-B) marketing.

Focus: The limitations relate to B-to-B theory construction, data collection, and data analysis and interpretation. The principal limitations in variable-based research include the reliance on regression (net effects) models in theory construction and the pervasive failure to test resulting empirical regression models for predictive validity. The principal limitations of case-based research are the frequent absence of rigorous theory formulation either pre- or postdata collection and failures to test propositions for predictive validity.

Recommendations: The article directs attention to iconic studies that break free in part from these and additional limitations. The article offers useful steps on how to break free completely from the principal limitations.

Managerial implications: B-to-B executives should insist that researchers include asymmetric algorithm models in reports that include symmetric (regression analysis) and analysis of variance findings.     

The Implications of Business-to-Business and Consumer Market Differences for B2B Branding Strategy

By integrating existing conceptual models and research findings, this effort examines the noteworthy differences between the B2B and the consumer market contexts and the implications of those differences on the formulation of B2B brand strategies. We introduce the B2B-Consumer Market Dimensions Continuum as a tool to identify key differences between the two markets. The continuum is used to suggest the branding approach that is most likely to be successful in a B2B organization's brand-building efforts.     

The Journal of Business-to-Business Marketing at 21 and My Perspective on the Field of B to B Marketing

ABSTRACT

Purpose: The author shares his thoughts on the progression of the Journal of Business-to-Business Marketing and the field of business-to-business (B to B) marketing over the last 21 years. The author discusses the field of B to B marketing research and examines the gaps that exist between theory and practice and in the quality of papers among the top-tier marketing journals and the three journals that are dedicated to B to B marketing research.

Methodology[#x0002F]approach: Because the article represents both the author[#x02019]s perspective on the current state of B to B research and his views on how well the Journal of Business-to-Business Marketing has contributed to and influenced the field, the approach taken is primarily conceptual. Also, the approach allowed the author to opine as to the future direction of the field.

Findings: Although much progress has been made in improving the quality and relevance of B to B research, there still exists a relative gap in the number of submitted papers, the quality of these papers, and the impact, with some exceptions, that B to B scholars have on marketing theory and practice. Much of the gap can be attributed to the lack of adequate doctoral training. The gap is more a relative comparison to those who would follow a business-to-consumer (B to C) research path.

Research implications: Doctoral training for those interested in B to B marketing need to explore other fields of study (e.g., political science, sociology) as well as to be better equipped in more rigorous methods by which to examine the phenomenon that they select to study. The quality of the research in the domain referred to as B to B marketing has improved over the years. The belief that it is more difficult to conduct B to B research than it might be in the B to C world is no longer an excuse for a poorly conceived and executed study. The journal gives a voice to those who wish to study and conduct research in B to B marketing.

Practical implications: The implications for practice are immediate and would result in an increase in the dialogue between academics and practicing managers. Given the importance of B to B marketing to the world[#x02019]s economy, B to B scholars ought to pursue problems that are relevant to the world of practice.

Originality[#x0002F]value[#x0002F]contribution: In light of the fact that this is the 21^st anniversary of the journal, I was asked by Editor-in-Chief David Lichtenthal to present my

opinions as to the state of both the journal and the state of the field. I believe that the article builds on the work of others and hopefully sets a direction for future B to B scholars.     

An Investigation on Incentive Strategies in Community Building in Business-to-Business Electronic Markets

ABSTRACT

Purpose: Community building is recognized as an important governance mechanism in business-to-business (B-to-B) electronic markets by enhancing firms’ participation in these platform markets. However, little research has been done regarding the role of incentive strategies in community building. The main purpose of this paper is to understand how to motivate merchants to participate in a merchant community with incentive strategies.

Methodology: Data were collected in a community of a large B-to-B electronic platform market in China. We randomly chose a sample of 605 participants from among all merchant firms registered in this community, and track their behaviors for 2 weeks. Their behaviors are recorded based on our research design.

Findings: With the empirical analysis from a community of a large B-to-B electronic platform market in China, our results show that (1) both platform and peer incentive strategies can significantly enhance community participation, while platform incentives is more effective in general; (2) platform incentive strategy is a more effective strategy as seller firm uncertainty increases; (3) peer incentive strategy is a more effective strategy as buyer firm uncertainty increases.

Originality: This paper is among the first to investigate two types of incentive strategies in community building, platform level and peer level. We also investigate the moderating role of market uncertainties due to market participants from seller and buyer when examining the effectiveness of these two incentive strategies.     

JBBM at 21 with a Tribute to David T. Wilson: Founding Editor of the Journal of Business-to-Business Marketing

ABSTRACT

Purpose: This article documents the contributions of David T. Wilson to the field of business-to-business marketing in general and his contributions as founding editor of the Journal of Business-to-Business Marketing (JBBM).

Methodology: In-depth interviews were conducted with David T. Wilson’s doctoral students to discuss the impact he had on their education in business-to-business marketing and in their personal lives. The list of dissertations, which Dr. Wilson chaired, co-chaired, or served on committee, was compiled through the cooperation of libraries at Texas A&M University and The Pennsylvania State University. This list was verified through ProQuest, a global information-content and technology company that provides solutions, applications, and products for libraries. Further, information in this article was derived from a literature review of David’s early JBBM editorials and scholarly articles, as well as those of the current sitting editor.

Findings: Results of this research demonstrate David T. Wilson’s long-term commitment to the field of business-to-business marketing over his 33-year career at The Pennsylvania State University. His influence is demonstrated through his research, teaching, and service related to business-to-business marketing.

Research implications: David T. Wilson’s vision for JBBM was to position it as a theoretical journal with an international editorial review board and a global impact, including handing the editorial reigns over to David Lichtenthal, the current sitting Editor since 1995 and Wilson’s 16^th doctoral student out of a career total of 38.

Practical implications: It is the responsibility of the editorial review board to understand the journal’s past to help guide the future. Therefore, understanding the contributions of David T. Wilson, as the founding editor, to JBBM and the field of business-to-business marketing is useful to scholars and managers alike. This understanding provides a valuable historical context.     

Journal of Business to Business Marketing Part III: JBBM Book Reviews

ABSTRACT

A total of 131 books were reviewed over the period, 1993–2003 in the Book Review Section of the Journal of Business to Business Marketing. The books encompassed a broad array of topics, including the basic marketing mix elements of business-to-business marketing, purchasing, buyer-seller relationships, global marketing, Internet and e-commerce, organization studies, research methodology, strategy and general management and education. During this period, 5 review essays provided thematic and comparative evaluation of a set of books.

This cumulative index is divided into two sections. The first provides a subject listing of books reviewed and the second is a chronological listing. All book reviews are located at the end of each issue of the journal.     

A Bibliometric Analysis of the First 25 Years of the Journal of Business-to-Business Marketing

Purpose: As part of the recognition of the 25th anniversary of the Journal of Business-to-Business Marketing (JBBM), this paper presents an overview of the JBBM through a bibliometric analysis (BA) of its content from 1992 to 2016. The analysis focuses on the most cited articles and authors, h-index, publications per year, among others that typically are conducted for BAs.

Design/Methodology/Approach: This paper begins with an introduction to the JBBM, showing its characteristics, its history as well as the editorial development and subsequent journal positioning. This information is followed by an analysis based on bibliometric methodology (BM) which considers the h-index, total citations (TCs), total papers (TPs), TC/TP ratio and other similar measures. To display this information, investigation was done to determine the most cited journals, articles, authors, universities and countries, ergo with the greatest incidence within JBBM. Analyzed are 329 articles, reviews and notes taken from the Scopus database for the periods between 1992 and 2016 for the JBBM.

Findings: At the time of this work, the completion of the 25th anniversary of this journal, there is a rising trend in the number of JBBM publications per year. The researchers from the United States were most frequent contributors to the journal, while researchers from Germany, Australia, Norway and the United Kingdom were well represented. Multiple coauthors were more frequent while topics across the general model of business-to-business (B-to-B) marketing were typically found. Special issues on all three university-level education, technology in the classroom as well as Internet in effect B-to-B tactical marketing.

Practical Implications: After observing the different perspectives of the journal’s production, we gain another objective view on the evolution of the JBBM in prior 25 years. This approach is useful for the readers of this journal in order to obtain a quick snapshot of the leading trends occurring in the journal and is similar as performed for many cognate titles. The many titles within marketing and the business disciplines may find such an exercise revelatory.

Originality/Value: There is a trend where several journals (Journal of Marketing, Journal of Public Policy & Marketing, Journal of Marketing Research and Journal of Business Research) have produced special sections to show progress and contributions of these to scientific research using BA and BM. This paper does similarly for the JBBM.     

Disintermediation in Business-to-Business Service Channels: Mechanisms and Challenges

Purpose: The aim of this article is to delineate a number of different disintermediation mechanisms within the context of business-to-business (B2B) service channels and to identify the specific challenges associated with adopting these mechanisms.

Methodology: The research was conducted in accordance with abductive reasoning, moving continuously between the empirical world of 4 industrial (B2B) firms and the model world.

Findings: This article delineates a choice of 6 disintermediation mechanisms and their attendant challenges within the context of industrial service channels.

Contribution: The article provides an original conceptualization of disintermediation, which is detached from the traditional understanding of the concept. As such, it constitutes a useful starting point for the development of a formal theory of disintermediation.

Implications for Practice: This article should be useful for practitioners, because it presents various disintermediation options available to industrial firms faced by undesired intermediaries in their industrial service channels.     

Loyalty in the Business-to-Business Service Context: A Literature Review and Proposed Framework

Loyalty has been named as one of the greatest competitive advantages for companies operating under high competition conditions. However, different authors look at this concept from different views and take different factors into account. This article consolidates academic research on loyalty in business services. The determinants of loyalty are identified and the development of loyalty as a process is investigated. These findings, together with the relationship development process and the possible influence of culture, are integrated into the resulting research framework. This framework suggests that relationship quality, comprising trust, satisfaction, and commitment, is a mediator of the loyalty development process. Furthermore, it suggests that these mediators, determining the transition from one stage to the other, are influenced by different antecedents. Finally, managerial recommendations and directions for future research are provided.     

乳制品营销策略相关文献综述

通过对国内外乳制品营销策略相关的文献进行了梳理和归纳,从产品、价格、渠道、促销、网络营销以及其他方面进行归纳总结。可以看到,国内外文献大多选择了案例研究、实证分析,多数结合当前世界发展趋势、营销趋势进行讨论,充分考虑到了全球化、网络化、关系、跨位、绿色营销等因素。从国内外文献研究的成果来看,乳制品营销策略强调以消费者为中心、更加关注消费者的心理、行为、习惯等因素,通过对文献的整理归纳,为未来的研究提供了理论依据、参考借鉴、方向指引。     

The Convergence of Mirroring and Empathy: Communications Training in Business-to-Business Personal Selling Persuasion Efforts

Purpose: This study assessed the value of training in mirroring combined with training in empathy in a personal-selling setting when these two supplement training in more conventional areas. To a large extent, this investigation is exploratory. Previous attempts to probe into this topic do not appear in the literature.

Methodology: Students in personal-selling classes acted as sales representatives in an attempt to sell a service (attendance at a seminar) to small retailers. One group was trained in mirroring and another in empathy. Yet another received instruction in both mirroring and empathy. Finally, control-group members received neither mirroring nor empathy training. Chi-square tests, t tests, Tukey k tests, and an analysis of variance were used. The hypotheses were that mirroring and empathy training, and especially mirroring combined with empathy, would perform better than no training in these areas.

Findings: The analysis revealed that those who were trained in mirroring were more successful in obtaining intent to purchase than were control-group members. Likewise, trainees in empathy were more successful than those without training. Both of these experimental groups performed at levels that did not diverge significantly. Members of the group with instruction in both mirroring and empathy contributed more effectively than any other group.

Originality, Value, and Contribution: This is the first published study that systematically examined the effectiveness of both mirroring and empathy training in a personal-selling setting. Previous writings have presented research relating to nonselling functions. Others have discussed the value of mirroring and empathy in narrative that was not supported by data. The findings of this study suggest that both of these topics of coverage have merit when acting as a supplement to more conventional training content. They reveal that sales managers may be more successful in training members of the sales force if mirroring and empathy training is employed. The investigation supplies support for the proposition that this form of instruction can be useful in both academic and practical applications.     

Internet Marketing Communications in the Selling Process

Abstract

The internet represents an opportunity for sellers to communicate easily with potential and existing customers across the world. To what extent are websites and e-mail used in the selling process for complex services? A sample of advertising agency affiliates found some differences in the frequency of e-mail and website use for different selling tasks. In addition agencies in high-income regions used website communication more frequently than those in low-income regions, but no significant differences were discerned in e-mail use between the two groups.     

Conceptualization and Integration of Marketing Intelligence: The Case of an Industrial Manufacturer

Purpose: The primary goal of this article was to conceptualize a systematic marketing intelligence process for industrial manufacturers because, up until now, such concepts have only been focused on consumer goods settings. Hence, this article investigates how marketing intelligence activities are developed and managed effectively in industrial markets.

Methodology/approach: The authors conducted a case study of Maschinenfabrik Reinhausen, a German based manufacturer of regulation technology for power transformers.

Findings: We found that a systematic marketing intelligence process should be based on the resource- and market-based view of strategy as well as on the market orientation construct. When implementing marketing intelligence, the integration of the sales force within the whole process is the crucial lever for an industrial company. The formalization of the process is necessary to ensure its continuity and acceptance; however, the varying intensity allows the necessary flexibility of the process.

Research implications: The constraints of the decisive process steps of marketing intelligence have to be further enhanced for industrial markets. It is important to find out how the integration of the sales force can best be designed to incorporate reward systems and motivation structures, and how to establish a corporate marketing-minded culture throughout the organization.

Practical implications: The important steps for a well implemented marketing intelligence process are a preparation phase, followed by the gathering, analysis, and dissemination of information. This article highlights the success factors for each process step. Above all, managerial and organizational commitment is necessary for the implementation of the whole process.

Originality/value/contribution: By focusing on the industrial manufacturing business, this study provides deep insights into a neglected area of research. Light needs to be shed on marketing intelligence in industrial markets, where the lack of traditional market research has to be compensated.     

从交易营销到战略营销:营销理论范式的比较与创新

市场营销发展的历史表明,在现代的市场竞争下单纯依赖以4Ps策略为分析框架的交易营销范式已经逐渐失去了对新问题的解释力。关系营销范式因为缺乏明确的研究框架和分析工具还不能成为主流的营销范式。而伴随着现代竞争的日益发展,基于竞争和顾客导向的战略营销管理理论范式越来越具有影响力。SMM范式具备一个全新的理论范式的条件,将对未来我国企业的营销战略的制定,长远的营销发展具有重要的意义。