B2B Standardized Information Interchange Challenges - A Study on Standardization versus Personalization

Ting, Tin Tin; Khoo, Vincent K.T.

doi:10.1109/iacsit-sc.2009.91

Cited by 2 publications

(1 citation statement)

References 10 publications

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“…environmental development, macro-and micro-environment and stakeholders) have to be considered when deciding whether to standardise or adapt a marketing mix. Followed by extensive studies in the subsequent years [37][38][39][40], it is now recognised that several factors influence marketing mix Standardization, particularly amongst SMEs operating in B2B markets [41]. As such, these influencing factors have to be integrated to get an optimal marketing mix [42,43].…”

Section: The Adaptation/standardization Debatementioning

confidence: 99%

Smes Marketing Mix: Examining Influencing Factors for Its Successful Management

Wielanda¹

2017

IJRET

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Purpose -To investigate the influencing factors for the successful management of a standardised marketing mix in the businessto-business (B2B) sector of small and medium-sized enterprises.Design/Methodology/Approach -A qualitative research through 26 semi-structured in-depth interviews of small and mediumsized enterprises operating in the German business-to-business sector was conducted. The interviewees are involved in marketing mix management decisions and marketing Standardization. Content analysis was used to analyse the collected data. Findings -Results show that no identification of the factors influencing the success of the management of a standardised marketing mix, particularly for the business-to-business sector is available. The study found that a standardised marketing mix is influenced by a number of factors which have to be clearly identified in order to be implemented successfully. This paper identifies and implements these influencing factors for successfully managing a standardised marketing mix. Research Limitations/Implications -The practical implications of the findings refer to the fact that there does not seem to be a "one and only way" for successfully managing a standardised marketing mix which can be applied to all circumstances and business contexts. Identifying and implementing these influencing factors seems to be a situation specific marketing activity. The significance of the findings notwithstanding, the business-to-business-context of this research, which was conducted with small and medium-sized enterprises, is the most important caveat, as it limits the possibility to generalise its findings to other business contexts. Practical Implications -This study is important for small and medium-sized enterprises operating in the business

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Section: The Adaptation/standardization Debatementioning

confidence: 99%

Smes Marketing Mix: Examining Influencing Factors for Its Successful Management

Wielanda¹

2017

IJRET

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Research Note—The Influences of Online Service Technologies and Task Complexity on Efficiency and Personalization

Benbasat

Cenfetelli

2014

Information Systems Research

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Online retailers are increasingly providing service technologies, such as technology-based and human-based services, to assist customers with their shopping. Despite the prevalence of these service technologies and the scholarly recognition of their importance, surprisingly little empirical research has examined the fundamental differences among them. Consequently, little is known about the factors that may favor the use of one type of service technology over another. In this paper, we propose the Model of Online Service Technologies (MOST) to theorize that the capacity of a service provider to accommodate the variability of customer inputs into the service process is the key difference among various types of service technologies. We posit two types of input variability: Service Provider-Elicited Variability (SPEV), where variability is determined in advance by the service provider; and User-Initiated Variability (UIV), where customers determine variability in the service process. We also theorize about the role of task complexity in changing the effectiveness of service technologies. We then empirically investigate the impact of service technologies that possess different capacities to accommodate input variability on efficiency and personalization, the two competing goals of service adoption. Our empirical approach attempts to capture both the perspective of the vendor who may deploy such technologies, as well as the perspective of customers who might choose among service technology alternatives. Our findings reveal that SPEV technologies (i.e., technologies that can accommodate SPEV) are more efficient, but less personalized, than SPEUIV technologies (i.e., technologies that can accommodate both SPEV and UIV). However, when task complexity is high (vs. low), the superior efficiency of SPEV technologies is less prominent, while both SPEV and SPEUIV technologies have higher personalization. We also find that when given a choice, a majority of customers tend to choose to use both types of technologies. The results of this study further our understanding of the differences in efficiency and personalization experienced by customers when using various types of online service technologies. The results also inform practitioners when and how to implement these technologies in the online shopping environment to improve efficiency and personalization for customers.

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B2B Standardized Information Interchange Challenges - A Study on Standardization versus Personalization

Cited by 2 publications

References 10 publications

Smes Marketing Mix: Examining Influencing Factors for Its Successful Management

Smes Marketing Mix: Examining Influencing Factors for Its Successful Management

Research Note—The Influences of Online Service Technologies and Task Complexity on Efficiency and Personalization

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