Relationships and networks as examined in Industrial Marketing Management

The importance of the study of relationships and networks within business-to-business marketing is clear from the numerous articles written over the years that aim to give us greater insight into these two concepts. This paper reviews six of these articles. What sets these six apart from others is that they are the most highly cited articles on relationships and networks published in Industrial Marketing Management between 1995 and 2004. We examine each of these articles in terms of their scholarly impact and identify what researchers have learnt from these highly cited papers. Our conclusions show some interesting similarities that we feel has led to these articles being so highly cited. We conclude that the key to citation success is the identification of new research avenues. In addition, the chances of writing excellent papers seems to be improved when collaborating with others, rather than writing alone. By introducing new ideas these authors have not only been successful in their own work, but have given others the platforms to build on, thereby generating much more research in this area.     

Business capabilities for industrial firms: A bibliometric analysis of research diffusion and impact within and beyond Industrial Marketing Management

An extensive body of work investigates business phenomena from the capability perspective introduced by Teece, Pisano, and Shuen (1997). While several literature reviews on capabilities exist, research is still fragmented with ongoing debates between those trying to foster relevance and passionate critics in favour of rigour. This study contributes to the conversation by looking at how the community of scholars gathered around Industrial Marketing Management (IMM) has engaged with this body of work and, in turn, influenced other sub-communities. Specifically, using the CitNetExplorer software, we analyse all IMM capabilities-related publications and their direct influence on other journals. The findings unveil seven thematic clusters that highlight how IMM scholars have expanded capability research by deepening the understanding of its relational foundations. Our data not only reinforce prior warnings about weak validity, but also uncover signs that suggest that the IMM community is on a path of theoretical consolidation with potential benefits for the broader conversation.     

Problems in applying Organizational Theory to Industrial Marketing

While a number of writers have suggested that Organizational Theory has a contribution to make to Industrial Marketing, relatively fewe empirical studies have been carried out which investigate the proposition. This article describes a study carried out with the prime intention of learning more about the practical problems involved in applying Organizational Theory to Industrial Marketing.     

营销价值观与组织绩效关系的实证研究:兼论企业所有制的影响

本文重点讨论了营销学中作为指导企业营销活动的价值观——市场导向与利益相关者导向的理论架构，并检验了利益相关者导向与组织绩效之间的关系。同时，还针对文献中欠缺的中国企业所有制的影响，进行了分析。研究结果发现，利益相关者导向对中国企业的组织绩效具有积极影响。但中国不同所有制的企业，在利益相关者导向和组织绩效上差异很大。     

中国石化产业营销网络研究

介绍了当今石化市场形势，如何构建营销网络以及渠道策略。     

21世纪企业营销策略的新趋势-文化营销

从经营的角度看,文化是顾客在超出有形的商品和可以描述的服务内容之外所希望而且实际又得到的东西,你为顾客提供的这种东西越多,顾客对你的依赖就越多,你在顾客的心中就形成了某个固定的联系或形象,这种联系超乎有形的产品或可计量的服务,很难因为竞争者的加入而轻易改变,这才是文化经营的魅力.企业文化学说的奠基人劳伦斯.未勒说过,未来将是全球竞争的时代,在这种时代成功的公司,将是采取新企业文化和新文化营销的公司。     

Editorial: Introducing interdisciplinary research in Industrial Marketing Management

Business-to-business (B2B) research is interdisciplinary in nature. A key element of interdisciplinarity is integration or combination of ideas, perspectives, and/or methods from different disciplines oriented toward producing new knowledge. However, domain silos often keep researchers focused on similar problems, methods, and theories over time. To break down these silos, Industrial Marketing Management introduces a new format of special issues focusing on interdisciplinary research, steered by two new associate editors: Elina Jaakkola and Stefan Markovic. The intention is to publish these interdisciplinary issues on a regular basis, each calling for novel applications of particular topics, concepts, theories, and/or methods from disciplines outside B2B research. The main aim of the interdisciplinary issues is to broaden the scope and potency of B2B research. Scholars from the B2B domain and other disciplines are invited to suggest interdisciplinary topics and themes that could be researched in the B2B sphere and that would be worthy of a journal issue.     

Value Creation and Value Capture Alignment in Business Model Innovation: A Process View on Outcome-Based Business Models

Industrial manufacturers are innovating their business models by shifting from selling products to selling outcome-based services, where the provider (manufacturer) guarantees to deliver the performance outcomes of the products and services. This form of business model innovation requires a profound yet little understood shift in how value is created, delivered, and captured. To address this research gap, our study examines two successful and four unsuccessful cases of this shift. We find that effectiveness in business model innovation hinges on the three process phases that unfold in collaboration with the customers: value proposition definition, value provision design, and value-in-use delivery. We also find that that success is determined by the alignment of specific value creation and value capture activities in each phase: identifying value creation opportunities—agreeing on value distribution in value proposition definition, designing the value offering—deciding on the profit formula in the value provision design, and finally refining value creation processes—regulating incentive structures in the value-in-use delivery. Our process model contributes to the literature and practice on business model innovation by providing a thorough understanding of how alignment of value creation and value capture processes is ensured, whilst paying special attention to their interdependence and the interactions between provider and customer.