<i>JBBM</i>at 21: Theme Reflections One Year Later, with a Design View of B-to-B Marketing Field and Closing Tribute to David T. Wilson

Rodriguez, Carlos Manuel Taboada

doi:10.1080/1051712x.2016.1148441

Cited by 2 publications

(1 citation statement)

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“…This collection of articles also contributes to a better understanding of B-to-B problems, and the marketing concerns of practitioners and industry as per Rodriguez (2016) call, and shed light to innovation in B-to-B research by providing a broad look at issues that deserve more attention from practitioners and academic researchers. In addition, this issue provides some directions for future research to explore more deeply and thus advance our field.…”

Section: Interludementioning

confidence: 97%

Innovation in Business-to-Business Marketing

Tzempelikos

Kooli

Lichtenthal

2019

Journal of Business-to-Business Marketing

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Preludeoverview and impetus for this colloquium-based thematic issue Unprecedented advances in the pace of information and communication technologies have transformed how B-to-B firms approach their markets and conduct business (Gupta and Woodside 2006). As a result, new business models are adopted by B-to-B firms from a wide variety of industries, e.g. banking, insurance, consultancies, transport, advertising and marketing agencies, and e-retailing industry. For example, Amazon, initially a B-to-C firm, has become a platform for the sale of goods from other suppliers, as well as a cloud-services platform used by many banks. Such innovation in B-to-B marketing translates a shift in a firm's vision, mission, strategies, technological prowess and market performance (Simmons, Palmer, and Truong 2013).To-date, B-to-B research has examined the success factors for B-to-B firms, but with less attention being paid to innovation per se in B-to-B marketing (Aarikka-Stenroos et al. 2017). This has resulted in limited knowledge of the new business models adopted by B-to-B firms as well as their B-to-B marketing strategy, and this could affect the theory and practice of B-to-B marketing (Rodriguez 2016). The need to address innovation in B to B marketing provides the topical basis for this issue of the Journal of Business to Business Marketing.Against this background, the development of this issue is inspired by both the aforementioned advances and incubated at the 4th Academy of Marketing B-to-B Marketing Colloquium organized in Bournemouth, UK, 6th October 2017. This issue in "Innovation in Business to Business Marketing," itself an innovation was developed further and primarily by Nektarios Tzempelikos (Anglia Ruskin University, Lord Ashcroft International Business

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Section: Interludementioning

confidence: 97%