Cognitive computing,Big Data Analytics and data driven industrial marketing

The integration of cognitive computing and big data analytics leads to a new paradigm that enables the application of the most sophisticated advances in information and communication technology (ICT) in business, including industry, business to business, and related decision-making process. The same paradigm will lead to several breakthroughs in the subfield of industrial marketing: a field both promising and extremely challenging. This special issue makes a case that cognitive computing and big data are a source of a new competitive advantage that, if properly embraced, will further consolidate industrial marketing management position in the of core the decision-making process of businesses operating locally and globally. In this vein, the value added of this special issue is twofold. On the one hand, this special issue communicates high quality research on big data analytics and data science as it is applied in industrial marketing management; On the other hand, it proposes a multidisciplinary approach to the study of the design, implementation and provision of sophisticated applications and systems necessary for data-driven industrial marketing decisions.     

A multi-dimension framework for value creation through big data

Big Data represents a promising area for value creation and frontier research. The potential to extract actionable insights from Big Data has gained increasing attention of both academics and practitioners operating in several industries. Marketing domain has become from the start a field for experiments with Big Data approaches, even if the adoption of Big Data solutions does not always generate effective value for the adopters. Therefore, the gap existing between the potential of value creation embedded in the Big Data paradigm and the current limited exploitation of this value represents an area of investigation that this paper aims to explore. In particular, by following a systematic literature review, this study aims at presenting a framework that outlines the multiple value directions that the Big Data paradigm can generate for the adopting organizations. Eleven distinct value directions have been identified and then grouped in five dimensions (Informational, Transactional, Transformational, Strategic, Infrastructural Value), which constitute the pillars of the proposed framework. Finally, the framework has been also preliminarily applied in three case studies conducted within three Italian based companies operating in different industries (e-commerce, fast-moving consumer goods, and banking) in the final aim to see its applicability in real business scenarios.     

A service perspective on business relationships: The value creation, interaction and marketing interface

Adopting a service perspective or logic on business directs suppliers' focus in business relationships towards engaging with their customers' business processes. The purpose of this article is to analyze implications for value creation and marketing of adopting a service logic in business relationships. In the article it is demonstrated that a service perspective is multi-dimensional, enabling the mutual creation of value, with service as a mediating factor in that process. It is argued that value creation, purchasing, usage and marketing are intertwined processes. Here supplier-customer interactions are in a focal position. This perspective enables marketers to better understand how to develop and extend service offerings through assistance to customers' processes relevant to their businesses. Therefore, the underpinning logic of industrial interactions is analyzed in detail, extending marketing's conventional boundaries.     

Real-time big data processing for instantaneous marketing decisions: A problematization approach

The collection of big data from different sources such as the internet of things, social media and search engines has created significant opportunities for business-to-business (B2B) industrial marketing organizations to take an analytical view in developing programmatic marketing approaches for online display advertising. Cleansing, processing and analyzing of such large datasets create challenges for marketing organizations — particularly for real-time decision making and comparative implications. Importantly, there is limited research for such interplays. By utilizing a problematization approach, this paper contributes through the exploration of links between big data, programmatic marketing and real-time processing and relevant decision making for B2B industrial marketing organizations that depend on big data-driven marketing or big data-savvy managers. This exploration subsequently encompasses appropriate big data sources and effective batch and real-time processing linked with structured and unstructured datasets that influence relative processing techniques. Consequently, along with directions for future research, the paper develops interdisciplinary dialogues that overlay computer-engineering frameworks such as Apache Storm and Hadoop within B2B marketing viewpoints and their implications for contemporary marketing practices.     

迎接虚拟经营时代的到来

一、虚拟经营——未来企 业经营运作的主流模式 高科技的飞速发展、市场需求日益个性化和多样化、市场竞争的白热化对传统的生产经营方式提出了严峻的挑战,企业唯有在最短时间内以最有效的方式生     

The sovereignty of senior management in industrial marketing

The primary emphasis of this article deals with the basic nature of industrial marketing management in the direct mail area with respect to the sovereignty of the function. It specifically enumerates the various “levels of disorder” that can affect a marketing manager and the marketing department regarding the integrity and sovereignty of the entire sphere of marketing. Each “level of disorder” is discussed in detail and the basic signs and symptoms of the problem are reviewed with specific suggestions for resolving the situation, level by level. This article is intended to serve not only as a blueprint for action, but also as a diagnostic tool with which senior management can avoid megalomanic escapades and all lesser levels of management can clearly separate cause and effect to determine whether they have been affected by the “marketing Sovereignty Syndrome.”     

Undergraduate industrial marketing: Content and methods

Business marketing is taking a more prominent place in marketing education. Faculty members unfamiliar with business marketing may need to develop and teach business marketing courses. We provide the background information and suggest the resources needed for such a course at the undergraduate level. First, we address the growing importance of business marketing education and the nature of the students as a business product. Next, we discuss our perspectives on course philosophy, goals, and topical coverage. Subsequently, we review the use of pedagogical tools, including the role of the textbook, casebook, reading book, and the secondary sources of business information. Finally, our general thoughts for course execution are presented. Our purpose is to promote further dialogue concerning the development of this important area of undergraduate marketing study.     

Increasing the role of direct mail marketing in industrial marketing strategy

Direct marketing has long been a dominant factor in the distribution strategy of industrial goods and services. Yet frameworks for strategy formulation in this area are nearly nonexistent in the literature. Much that has been written focuses on successful techniques, such as how to use a specific type of sales letter to improve results. This article outlines a set of key perspectives that industrial marketers may use to evaluate the potential effectiveness of direct marketing strategies.     

Measuring value creation and appropriation in firms: The VCA model

Research summary : Using a productivity technique (VCA model), we estimate the economic value created by a firm and appropriated by its stakeholders in two specific empirical contexts. In the first application, we use publicly available data from the U.S. airline industry to illustrate how the VCA model can be used with multiple stakeholder groups. In the second application, we provide estimates for three global automobile companies (GM, Toyota and Nissan), showing how the model can be reformulated using value added. In both industries we find substantial heterogeneity among firms in the creation and distribution of value. We discuss strengths and limitations of the VCA model and implications for strategic management research. Managerial summary : Firms create value not only for shareholders, but also for other stakeholders, including employees, customers and suppliers. This article applies a method to quantify the “new” economic value created by a firm over an interval of time; the method also reveals the distribution of that value among the stakeholders. The proposed method gives managers some means to assess changes in the economic value created and distributed. We find that the creation and distribution of value has varied greatly among major U.S. airlines and global automakers in recent decades. Moreover, returns to shareholders typically accounted for only a small proportion of firms' total value creation and often had little relation to broader changes in the magnitude and distribution of value. Copyright © 2016 John Wiley & Sons, Ltd.     

The key issues and procedures of industrial marketing research

Industrial marketing research has failed to receive its due attention in marketing books and journals, even though the volume of transactions in industrial goods and services is more than twice that of consumer goods and services. This article provides a systematic and wide ranging review of the issues, procedures, and opportunities found in industrial marketing research.     

The senior marketing executive in South African industrial companies

A study was undertaken among 44 of the top hundred companies in South Africa during 1983. The “average” Industrial company has a marketing department. Its marketing executive sits on the board of directors. He/she has a bachelors degree and over 10 years experience, has a limited financial role in the organization but has a large production planning role. The most important tasks of the marketing function are advertising, public relations, pricing, and selling.     

The throne vs. the kingdom: Founder control and value creation in startups

Research summary: Does the degree to which founders keep control of their startups affect company value? I argue that founders face a “control dilemma” in which a startup's resource dependence drives a wedge between the startup's value and the founder's ability to retain control of decision making. I develop hypotheses about this tradeoff and test the hypotheses on a unique dataset of 6,130 American startups. I find that startups in which the founder is still in control of the board of directors and/or the CEO position are significantly less valuable than those in which the founder has given up control. On average, each additional level of founder control (i.e., controlling the board and/or the CEO position) reduces the pre‐money valuation of the startup by 17.1–22.0 percent . Managerial summary: A founder's vision and capabilities are key ingredients in the early success of a startup. During those early days, it is natural for the founder to have a powerful, central role. However, as the startup grows, founders who keep too much control of the startup and its most important decisions can harm the value of the startup. Both qualitative case studies and quantitative analyses of more than 6,000 private companies highlight that startups in which the founder has maintained control (by retaining a majority of the board of directors and/or by remaining as CEO ) have significantly lower valuations than those where the founder has relinquished control. This is especially true when the startup is three years old or more . Copyright © 2015 John Wiley & Sons, Ltd.     

Better use of the industrial marketing concept

Customer orientation is vital in order for industrial marketers to enjoy greater profitability in the industrial marketplace, which is at present characterized by rapidly changing environmental factors. These shifts include increased computerization of the purchasing departments, greater social and legal challenges to various buying organizations, deteriorating economic conditions and the changing role of the industrial purchasing manager. This paper suggests a way by which industrial marketers may adopt the marketing concept. The first part of the paper presents evidence of industrial marketers' failure to adopt the marketing concept and highlights the consequences of this practice. In addition, emphasis is given to the manner in which industrial marketers may adapt to the changing conditions—while capitalizing upon new opportunities that become available—by adoption of the marketing concept. The second part explores the use of market segmentation as a means for adopting the marketing concept. After reviewing the approaches that are now being utilized to segment industrial markets, a more pragmatic approach is presented.