The Internetalisation of information,knowledge, and interaction components of the firm's internationalisation process

Abstract

Transcending traditional national borders, the Internet is an evolving technology that has opened up many new international market opportunities. However, ambiguity remains, with limited research and understanding of how the Internet influences the firm's internationalisation-process components. As a consequence, there has been a call for further investigation of the phenomenon. Thus the purpose of this study was to investigate the Internet's impact on internationalisation-process components, specifically, information availability, information usage, and interactive communication, with international market growth. Analysis was undertaken using structural equation modelling. Findings highlight the positive mediating impact of the Internet on information availability and usage, with the international market growth of the firm.     

The Role of Retail Equity,Value and Relational Benefits in Building B2B Relationships in Retailing

Abstract

The present paper aims to examine if variables widely studied in B2C contribute to building strong relationships in B2B markets. Moreover, it analyzes the existence of differences across retailers related to percentage of purchases from the main supplier. Through a personal survey to retail store managers regarding their relationships with their main suppliers, a structural equation model is estimated through PLS to test the hypothesized relations between retail equity, value, relational benefits, trust, and commitment. A multi-group analysis is performed to test the moderating role of the percentage of purchases from the main supplier. Three types of relational benefits identified have unequal influence on relationship value. In particular, special treatment benefits and social benefits, together with retail equity, emerge as the main drivers of value in the relationship between retailers and their main suppliers. The percentage of purchases from the main supplier plays a moderating role in some of these relations. This research provides evidence in the sense that, in the relations held by retailers with their main suppliers, retail equity contributes to relationship value creation. Relational benefits are relevant in building B2B relations since special treatment and social benefits have a positive influence on value that is positively related to trust and commitment. To build strong relations with their customers, suppliers of retailers should mainly concentrate their efforts on building brand equity and providing evidence of the existence of special treatment benefits beyond the service delivered, in view of its ultimate influence on customer trust and commitment.     

Challenges for B-to-B Doctoral Programs: A Commentary on “Doctoral Programs in Business-to-Business Marketing: Status and Prospects,” by Erwin Danneels and Gary L. Lilien

ABSTRACT

The fast-paced development of the Internet as a mechanism for efficient communication and transactions has led to the growth of diverse forms of electronic business-to-business marketing linkages. Such linkages have profound implications for the development and exploitation of newer constellations of supply chains as well as for the re-design and re-orientation of existing ones. Newer sources of value and competitive advantage enable firms to better manage their existing relationships with suppliers and customers. Moreover, firms are now equipped with better tools for engaging in advantageous alliances with other firms possessing complementary resources.

While various Internet-based business-to-business (B2B) business models have failed in recent times, most existing B2B exchanges can be classified into a general typology based on the type of linkages, access and governance. Three major types of B2B buyer-seller linkages are identified as “net marketplaces,” “industry consortia,” and “virtual private networks.” This paper evaluates the comparative properties of these major types of exchanges and identifies various antecedent factors that would impinge on a firm's decision to participate in any of these types of exchanges.     

The Survival of Internet-Based B2B Exchanges

Abstract

Researchers have suggested that businesses are undergoing a paradigm shift due to the emergence of the Internet. In the business-to-business arena, fundamental process changes are taking place due to the emergence of Internet-based B2B exchanges. Three types of B2B exchanges have emerged-independent or third party industry specific B2B exchanges, buyer or supplier coalition-based B2B exchanges, and corporate B2B exchanges. While the costs savings associated with Internet-based B2B exchanges are well understood, this paper highlights the critical role that relationships will play in the success or failure of B2B exchanges. Using transactional cost framework, we analyze the various types of Internet-based B2B exchanges and conclude that corporate exchanges have a comparative advantage over open market exchanges, as well as over buyer or supplier coalition-based exchanges. It is our expectation that this paper will serve as a catalyst for future research in this area.     

Value Creation and Category Management through Retailer–Supplier Relationships

Abstract

This article discusses category management interactions in supplier–retailer relationships based on conceptual insights about value in business markets. Much category management literature has studied supplier–retailer relationships, but despite value creation being central to category management the conceptual approach is often the power-trust controversy. Based on value concept, category management and supplier–retailer relationship literature this study develops a model and hypotheses of retailer perceived benefits and sacrifices from category management collaboration. The article proposes that closer supplier-retailer interactions through the category management process hold the potential for increased value creation through application of complementary information resources, an improved coordination of tactical efforts, and an alignment of category aims and strategies explicitly linked to retailers' value systems. Further, the perceived necessity of trust in these relationships meshes with retailers' perceived sacrifices regarding negotiation power and full control of category marketing variables, thus establishing a trade-off for retailers between benefits and sacrifices.     

The Impact of Personality Variables,Prior Experience,and Training on Sales Agents' Internet Utilization and Performance

ABSTRACT

Emerging literature on the impact of the Internet on business-to-business (B2B) marketing has primarily focused on examining this issue from the perspective of manufacturers and buyers. This study focuses on the sales agent, a third prominent actor in B2B markets, and tests a conceptual model that relates a sales agent's personality, demographic, and user-situational constructs to that sales agent's Internet utilization for selling activities. Further, the model tested in this study relates a sales agent's Internet utilization to perceived sales performance. Findings in this study indicate that internal locus of control, learning orientation, and sales related Internet training relate positively to a sales agent's Internet utilization, and that a sales agent's age relates negatively to Internet utilization. Further, the results support a positive relationship between a sales agent's Internet utilization and sales performance. This study emphasizes that the Internet can be a productive tool for sales agents. The implications of the results of this study for sales agents with respect to training and recruitment are discussed and avenues for future research are suggested.     

Analyzing Relationships Using Macneil'S and Menger'S Approach to Exchanges

Abstract

Recent developments in understanding of the concept of “relationships ”have resulted in recognition that exchanges involve a range of complexity and duration. However much current work is at a rather macro-level dealing with “the relationship ”and/or “the exchange. ”A more micro-level approach indicates both a need to disaggregate what is exchanged into its component attributes and to recognize the role of individuals in the process of creating and maintaining a relationship. This paper summarizes both Menger'S insights into the nature of exchange and Macneil'S conceptualization of the norms within which exchanges operate. Then building on this, and using Day'S concept of value equations, the nature of exchanges will be considered.     

Exploring the impact of product service quality on buyer commitment and loyalty in B TO B relationships

Purpose: The purpose of this study is to understand and empirically test causal relationships among components of product service quality and commitment and buyer loyalty in business-to-business (B to B) relationships.

Methodology/approach: Data were collected through a web-based survey from 314 buyers of B to B manufacturers in Korea.

Findings: Product quality enhances all three types of commitment in B to B relationships, service quality is positively associated with affective commitment, and support quality has a significantly positive effect on affective and normative commitment. Also, the moderating effects of competitive intensity are significant. If competitive intensity is low in the buyer’s market, product quality and service quality play important roles in deriving buyer commitment; however, if competitive intensity is high, support quality is effective in maintaining long-term committed relationships with buyers.

Research implications: To fully consider product service quality in this study, we established support quality, product quality, and service quality as discrete components of product service quality.

Practical implications: Previous quality-related works have focused on products and services with little research about support activities, and the literature is lacking empirical analyses of support activities. However, this study elucidates the importance of operational and technical support activities in B to B relationships. Specifically, in a fiercely competitive market, a high-quality consumer support strategy is shown to be highly effective in maintaining long-term committed relationships with buyers.

Originality/value/contribution: We analyzed the relationships among components of product service quality and commitment and buyer loyalty in B to B transactions. Our detailed results will help firms develop context-specific quality management strategies at the product service level in order to strengthen customer loyalty.     

Validating the search,experience, and credence product classification framework

Prior research identifies the influential factors for patronage intentions as product classes, retailer attributes, and risk perceptions. The Internet's ability to offer easy information search, therefore to reduce certain types of risk for products mandates evaluation of a new product classification framework called Search, Experience, and Credence. To test the nomological validity of the SEC-framework, this study investigates whether the SEC-products influence the (1) level of importance consumers place on retailer attributes, (2) level and types of risks consumers perceive, and (3) consumer patronage intentions for Internet and physical stores. The relationships between the (4) importance consumers place on retailer attributes and their risk perceptions, and (5) risk perceptions and patronage intentions for Internet and physical stores are investigated. The findings indicate while the importance of retailer attributes is equally significant across the four product classes, the SEC-products influence consumer risk perceptions and purchase-intentions for online and physical-stores. The relationship between important retailer attributes and risk perceptions is also significant.     

Market orientation and internet-related cognitions: inside the minds of small business managers

Although both market orientation and the Internet intersect at important strategy implementation areas, surprisingly, these two domains have not been well integrated. With market orientation's focus on the use of information associated with market stakeholders and the Internet's ability to facilitate communication and relationships with both internal and external stakeholders, it makes conceptual and pragmatic sense to explore these two areas in concert. The present research develops and tests a conceptual model explaining relationships among market orientation and Internet-related perceptions for managers in small to mid-sized firms. An examination of the market orientation-Internet usage relationship contributes to understanding the process of how an important strategic orientation – market orientation – translates into a key organisational capability: Internet usage.     

Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets

ABSTRACT

This paper aims to explore how corporate brands co-create value with their multiple stakeholders in a B2B2C marketplace. Main data sources stem from in-depth interviews with top managers of a technology corporation in the financial sector. Findings depict a model that conceptualises the successful value co-creation process as the careful management of six specific drivers, namely: interdependency, direct approach, trust, strategic alignment, adaptive modus operandi, and knowledge sharing. Hence, the study offers new food for thought for scholars and practitioners who wish to improve their knowledge and understanding on brand value co-creation and corporate marketing.     

Shopping on the Internet–Online Purchase Behavior of New Zealand Consumers

ABSTRACT

The Internet provides an evolving channel for both business people and consumers to achieve their mutual aims. The rapid growth of Internet users in New Zealand provides a developing prospect for E-marketers. New Zealand has literate, educated, technology savvy “netizens” who are willing to spend time and money over the Internet. If E-marketers know the demographics of online New Zealand purchasers and the relationships between these demographics and online buyers' behavior, then they can further develop their marketing strategies to convert potential customers into active ones, while retaining the existent online customers. This paper provides an insight into the demographic profile of New Zealand's online purchasers. Some implications are also provided in this research.     

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.     

Success Factors in Cooperative Online Marketplaces: Trust as the Social Capital and Value Generator in Vendors-Exchange Relationships

The business reliance on cooperative online exchanges for business-to-business transactions is on the rise. This paper examines the factors contributing to the success of vendor-exchange relationships in this type of marketplace. We use a Critical Realism approach to identify constructs salient to vendors-exchange relationships. A synthesis of value creation, social capital, and trust theories is used for conceptualizing the model. The model is tested using the data from a survey of vendors participating in a cooperative exchange. Results indicated that value creation was the main source of continuance in vendors-exchange relationship. However, the perception of value depended to a larger degree on the relationship quality and to a lesser degree on transactional exchanges (using the exchange's technology solutions as the sources of transaction), indicating the strength and extent of vendors-exchange relationship is an intangible asset for the exchange company. We also found that the exchange company's innovativeness was critical to the perceived quality of transactional exchanges, whereas perception of unfair treatment and communication quality influenced relationship quality. The results also indicated that trust was the main source for the social capital that contributed to perceived value of relationship. The ability of the exchange company to build a community was another factor contributing to the success of this relationship.     

Customer Relationship Management in Electronic Markets

Abstract

Customer relationship management, or CRM, has found increased attention in both the academic and managerial worlds of marketing in recent years. While the Internet has greatly enabled the application of CRM in fostering loyal customers, the preliminary results on the effectiveness and efficiency of technology-based CRM has been far from discouraging. The authors identify various contentious issues behind the various key concepts of relationship management and identify several areas that deserve closer academic scrutiny and managerial inspection. The paper also comments on the extent to which Internet technology can bring about closer relationships with a firm's customers.     

Interactivity

Abstract

While the Internet's World Wide Web works great as a fancy display device, the real power of the Web lies in interactivity. Indeed, with the right interactive programming, a Web site can be transformed into a sophisticated marketing and sales tool that offers every visitor a highly personalized, highly responsive experience.     

Corporate entrepreneurship,customer-oriented selling,absorptive capacity,and international sales performance in the international B2B setting: Conceptual framework and research propositions

In the international business-to-business (B2B) setting, a firm's salespeople often have more direct, prolonged, and intimate contact with the customer and market environments than any other employees of the firm. In fact, for customers in many B2B markets, the salesperson is the face of the firm. The sales function can be characterized as an inherently entrepreneurial activity. Entrepreneurship is founded on knowing or seeing something others do not see, and the sales force has long been recognized as an important source of knowledge about a firm's customers and environment. However, there has been relatively little work linking entrepreneurship to international sales performance, especially in the B2B context.This paper focuses on the intelligence-gathering role of salespeople to firms practicing corporate entrepreneurship in the international B2B setting. More specifically, drawing on the theories of corporate entrepreneurship and the knowledge-based view of the firm, the authors develop a conceptual model that proposes international sales performance for firms practicing corporate entrepreneurship will be enhanced when salespeople practice customer-oriented selling and the firm's absorptive capacity is stronger. Recommended methodology for testing the proposed model is a single-informant survey of sales managers with firms in the domain of interest, using structural equation modeling with moderator tests. The paper concludes with implications and directions for future research.     

Performance in Product versus Service Supplier Relationships

ABSTRACT

Today's rapidly changing and competitive marketplace has forced channel members to devote increased attention and resources to providing consumers with a seamless delivery of products and services. This seamless delivery occurs through social integrative relationships between channel members, supported by the application of information technology. Achieving integration is a difficult task that may vary based on whether a product or a service is involved. This paper proposes that manufacturer integrative relationships with product suppliers may develop with lower levels of seamless delivery when compared to manufacturer integrative relationships with service suppliers. Further, the paper discusses how the application of information technology may impact manufacturer-supplier relationships and performance.     

The Use of Accommodation in Buyer–Seller Relationships: Encouraging or Controlling Opportunism in Business Markets Middle-grounds

ABSTRACT

Purpose: In the past decades, marketing researchers have explored different strategies to control opportunism in buyer–seller relationships. Accommodation, the cooperative response to partners’ exploitive behavior in exchange relationships, has received increasing attention from research on interfirm relationships. However, less is known about whether accommodation is an effective response strategy for controlling opportunism. Drawing on the self-enforcing agreement literature, this article focuses on exploring (1) what drives a firm’s accommodation response to its partner’s exploitive behavior, (2) how a firm’s accommodation helps govern its exchange partner’s opportunistic behavior, and (3) whether monitoring magnifies or buffers the effect of accommodation on the exchange partners’ opportunism.

Methodology: The survey data were collected from 173 seller-firms in Guangdong, Shanghai, Beijing, Wuhan, and Zhengzhou, representing the south, east, north, and middle regions of China. The initial questionnaires were distributed mainly by mail. By assessing the nonresponse bias and the potential bias of early and late responses, we detected no significant differences, implying that the aforementioned biases are not a concern. Because PLS can readily model both formative and reflective constructs, and accommodation is a formative construct, we deployed the SmartPLS software program to test our model.

Findings: This article enables a deeper understanding of accommodation as a response strategy in buyer–seller relationships. The data analysis offers supportive evidence that a firm’s level of accommodation is positively related to two exchange attributes: joint-specific investments and observability of the exchanges. Accommodation, as a cooperative response strategy, curtails opportunism in buyer–seller relationships, and such a curtailing role is magnified when accompanied with monitoring.

Originality/value/contribution: The authors develop a framework to examine previously untested relationships, which suggest accommodation is a cooperative response strategy to mitigate opportunism. We also contribute by exploring the antecedents of accommodation from the tangible transaction attributes perspective. Specifically, two exchange attributes, joint-specific investments and observability, can explain the emergence of accommodation. In addition, we examine the combined effect of competitive response strategies and cooperative response strategies on controlling partner opportunism. That is, competitive response strategies (i.e., monitoring) strengthen the governing effect of cooperative response strategies (i.e., accommodation).     

Customer experience in the B2B area: The impact of age-related impressions

Services are dyadic experiences and many of these experiences require personal relationships for service provision. The co-acting parties' early impressions shape their unique expectations regarding, for example, appearance, behavior, and age. In a business-to-business (B2B) context, for example, younger employees might create a favorable impression in design-related tasks, while older employees might create a favorable impression in engineering tasks. The business partner subsequently contemplates the impression made by the individual's age (hereafter referred to as age impression) and ascribes certain competences to the individual.This paper emphasizes the role of the others' age impressions in a working context. More specifically, a qualitative study's results highlight the impact of age impressions on service expectations and perceptions. The results identify several dimensions of age impressions that allow for adapting service personnel to a B2B context. This paper fills a void in the age-related marketing literature because it focuses on the others' age impression rather than the individual's perception. The paper also contributes to recent customer experience (CX) literature, as it emphasizes the context factors' role in the service encounter. Furthermore, this paper is one of the rare CX studies in a B2B context and enriches research in the CX's adaptability in such contexts.