Master's Level Education in Business Marketing: Quo Vadis?

ABSTRACT

Given the paucity of knowledge on the state of business marketing education at the master's level, we conducted an exploratory survey of instructors at selected universities in North America and Europe. We supplemented results from this survey with discussions with our colleagues who teach business marketing at the master's level, and a review of articles on master's level programs.

Through our investigations, we discovered that there is a shortage of management cases that address contemporary issues in business marketing. We learned that nearly half of survey participants do not use a textbook and that the remaining participants use a wide variety of textbooks. We observed that many instructors still teach business marketing courses from a traditional functional perspective. Instead, we believe that business marketing courses must address a host of emerging issues such as value and its assessment, business process reengineering, global marketing, working relationships and business networks, and cross-functional coordination issues, among other things.

We believe that scholars can rejuvenate the discipline by tailoring business marketing courses to the new generation of accelerated master's programs, by creating a network for sharing information on new cases and teaching materials, and by writing more relevant and timely business marketing cases. Finally, we believe that the time is right for a faculty consortium on teaching business marketing.     

Mobile technology usage and B2B market performance under mandatory adoption

This paper investigates the relationship between mandatory adoption of mobile information technology and market performance in the business-to-business (B2B) setting. This study presents and tests the B2B technology satisfaction model (TSM), including perceived loss of control as the mandatory technology acceptance-specific variable. The results of this study reveal that integrating perceived loss of control with user satisfaction and the TAM (technology acceptance model) in a single model can better explain the B2B market performance model. The empirical results suggest that perceived loss of control has a negative effect on user satisfaction and perceived market performance is influenced by user satisfaction and perceived usefulness. Managerial implications of the study are discussed.     

The Pedagogy of Executive Education in Business Markets

ABSTRACT

There is a growing recognition in Corporate America and other markets throughout the world that knowledge, the result of learning, and competence in technological and managerial skills are key competitive advantages. Business Week estimates that approximately $12 billion is devoted to executive education annually. However, only a quarter of this is being delivered through university settings. This shift towards alternatives to universities as sources for executive education is a result of a growing number of corporations that see current university-based programs as ineffective.

In this paper, we trace the evolution of the substance of business marketing education, underscoring the current trends in this field that focus on concept development and, to some extent, the application of these concepts in the context appropriate to participant managers. We then examine the pedagogical methods used by educational programs to address the identified trends. In the concluding section we discuss what we see as the missing piece in business marketing education. We propose that academic institutions need to go beyond the development of concepts and their contextual application to providing an architecture that enables change that corporations (the customers) are looking for. Addressing this additional objective requires not only innovative development and delivery of substance, but also developing and orchestrating the cultural climate for effecting change. Traditionally, academic institutions have delivered high quality conceptual and contextual knowledge, but have a lot to learn regarding education for effecting change. We believe that academic institutions with carefully crafted strategies that focus on leveraging their core competencies, coupled with a fierce dedication to quality, teaching excellence, innovation, and measured market responsiveness will not only survive, they are likely to flourish in partnership with the corporate community.     

Business Marketing Education: A Distinctive Role in the Undergraduate Curriculum

ABSTRACT

By extending their knowledge of markets beyond the consumer-goods domain, by deepening their understanding of how organizations make buying decisions, by strengthening their grasp of cross-functional processes, and by providing them with decision-making skills in this important area of marketing, the business marketing course makes a special contribution to undergraduates and the undergraduate marketing curriculum. Moreover, the content and focus of the business marketing course are closely tied to important themes that are transforming business practice. This article isolates the distinct contribution of business marketing education and examines important trends that are reshaping this domain. The central knowledge areas that comprise the undergraduate business marketing course are detailed and linked to specific course design strategies that can be pursued to strengthen the skill set of marketing students and respond to the needs of important constituents.     

B2B电子商务标准化现状与发展

文章论述和分析了目前国内外B2B电子商务标准化的发展现状,阐述了我国对B2B电子商务标准化的相关支撑政策,指出了我国加强B2B电子商务标准化研究的必要性,最后提出了近期我国B2B电子商务标准化的重点研究内容。     

Network development and firm growth: A resource-based study of B2B Born Globals

Using multiple case studies, we explore how Born Global networks develop as the firm's internal resources grow. Building on networks and entrepreneurship research, we develop a theoretical framework and advance five propositions that link resource development and entrepreneurial orientation to network content, structure, centrality, and management. We also explore the benefits that Born Globals gain from this development. Key findings include: resource accumulation and network development have a strong relationship while network content becomes increasingly strategic; strong entrepreneurial orientation coincides with calculative network management; network benefits are not always advantageous to the firms. This study makes empirical contributions to Born Global and Networks research in the context of Business-to-Business firms, and provides practical implications for Entrepreneurs and Born Global managers.     

A Scientometric Analysis of Publications in the Journal of Business-to-Business Marketing 1993–2014

ABSTRACT

Purpose: To conduct a scientometric analysis of the contents of the Journal of Business-to-Business Marketing from 1993 to 2014.

Methodology/approach: The authors use the Leximancer computer-aided text analysis program, which reliably and reproducibly identifies the main concepts embedded in the text—their frequency and patterns of co-occurrence—based on the ways words move together in the text. They also identify key concepts that differentiate among the networks of concepts occurring in each of the first four five-year periods of the Journal’s history.

Findings: There are four common underlying conceptual themes: relationships, market, study, and business. But the focal mix of concepts has changed over time, from a narrower initial focus on distribution and power and conflict, to a greater focus on firm business marketing strategy and pedagogy, to a focus on networks, the Internet and more collaborative relations, to a focus, in the most recent period, on psycho-social network concepts, such as trust and commitment.

Research implications: The results complement and provide a baseline for evaluating and comparing researcher-conducted literature reviews of business marketing and JBBM’s contributions. The methodology provides possibilities for further analysis as it can be extended to analyze the business marketing and wider marketing literature more generally and how it has evolved.

Practical implications: Leximancer provides a comprehensive, accessible summary of the content of the JBBM and demonstrates its value as a text analysis program.

Originality/value/contribution: The authors are among the first to use this novel computer text analysis program to conduct a scientometric analyses of journal content. It provides a template for conducting studies of other journals and text.     

Doctoral Programs in Business-to-Business Marketing: Status and Prospects

ABSTRACT

PhD programs in Business-to-Business Marketing are under increasing pressure to bring both more rigor and relevance to their training processes. We report on an empirical investigation on the practices and needed developments in Marketing PhD programs, focusing specifically on Business Marketing. Based on a sample of 41 programs worldwide, we find widespread agreement that the rigor/relevance challenge is even greater for Business Marketing scholars than for their colleagues who concentrate on the consumer market. Business Marketing PhDs deal with products with hard to understand uses and benefits, often exchanged in non-public markets with relatively few customers. These challenges lead us to recommend, among other things, that we must recruit PhDs from non-traditional sources and encourage them to partner with scholars from methodological and scientific disciplines to increase both rigor and relevance in their work.     

Business-to-Business communication in a dynamic environment: A systematic adductive analysis referring to ramp-up management

ABSTRACT

The aim of this research note is to take stock of existing knowledge on the topic of Business-to-Business (B-to-B) communication and to conceptualize the exchange of information between buyers and suppliers in a dynamic environment. The dynamic business environment is referring to new product ramp-ups. Ramp-up, defined as the period between the completion of development and a stabile serial production, is of high importance for the success of manufacturing companies. During ramp-up, product specification, production machinery, and the number of finished products change over time. It is assumed that improved B-to-B communication is beneficial to achieve a high ramp-up performance. For the purpose of this research note a systematic review of the literature is used to analyze the status quo of existing communication concepts in ramp-up management. The article conducts a content analysis of a sample of 86 subject-relevant articles from academic journals. These preliminary findings suggest that, although B-to-B communication plays a central role in the management of (ramp-up) dynamics, the stock of knowledge in this peculiar area is limited to few specific findings. Communication is often mentioned as relevant, but further guidance on details, e.g. communication channels, roles, behavior, or communication content, is lacking. This research note identifies research gaps in the B-to-B communication literature regarding buyer-supplier communication in dynamic business situations and proposes several directions for future research. Managers should acknowledge that B-to-B communication is repeatedly mentioned in the literature as a source for improving competitiveness. Proper communication in buyer-supplier relationships becomes more important but also more challenging in dynamic business environments. This research note is addressing dynamic business environments and is focusing the role of B-to-B communication in production ramp-ups. Knowledge on the topic is consolidated, e.g. influence factors on communication, what provides a number of implications for practice and future research.