Special issue: Current Issues and Challenges in B2B Marketing

Journal of Customer Behaviour, Volume 15, Number 1, 2016

Current issues and challenges in B2B marketing
Kaouther Kooli
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Kooli, K. (2016). Editorial: Current issues and challenges in B2B marketing. Journal of Customer Behaviour, 15(1), 1-2. http://dx.doi.org/10.1362/147539216X14594362873334

Business to business competitive marketing: Practice and literature
Merlin Stone
“This article is a personal reflection on a career that combined much practical business to business work with academic positions. The author reflects on which experiences have been most valuable and where the experiences were most closely related to what academics in different fields have written …”
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Stone, M. (2016). Business to business competitive marketing: Practice and literature. Journal of Customer Behaviour, 15(1), 3-14. http://dx.doi.org/10.1362/147539216X14594362873370

Google me senseless: Skills and expertise that B2B firms are looking for in graduates today
Nicholas Barley
 “This paper submits that the B2B Buyer Journey has changed dramatically in the past five years; sellers have lost control of the buying process, a new informed buyer is in command. As a result, the traditional ‘Go-To-Market’ model built by many B2B businesses is now questionable. The methods, by which marketing departments now need to interact with the buyer, and guide the buyer’s journey, have changed immeasurably. Marketing departments organised around 20th century thinking need to reform, re-design, re-skill, and re-engage …” Read more >
Barley,  N. (2016). Google me senseless: Skills and expertise that B2B firms are looking for in graduates today. Journal of Customer Behaviour, 15(1), 15-30. http://dx.doi.org/10.1362/147539216X14594362873415

Business practitioners’ perspectives on the value of mobile technology
Elvira Bolat
 “No existing research maps and discusses holistically the values deriving from mobile technology use, capturing both strategic and operational opportunities, which are most likely to emerge in the business-to-business (B2B) context. This empirical paper addresses this gap. An adapted grounded theory approach is applied to collect and analyse in-depth interviews with 28 B2B practitioners from advertising and marketing firms. Whether mobile technology is a simple means to advanced communication with no physical boundaries of time and location, or a business tool to boost creative thinking, this study concludes that mobile technology represents a novel and unique category of technology because of its core distinctive feature, ‘being mobile’ …” Read more >
Bolat, E. (2016). Business practitioners’ perspectives on the value of mobile technology. Journal of Customer Behaviour, 15(1), 31-48. http://dx.doi.org/10.1362/147539216X14594362873451

Redefining B2B relationship marketing: Insight from postmodern Alibaba
David Cockayne
 “The cultural and philosophical movement of modernism has defined contemporary marketing knowledge, constructing a powerful narrative that has conceptually bound, yet semantically separated, business to consumer (B2C) and business to business (B2B) marketing knowledge. Perceived paradigm shifts towards relationships, and the birth of relationship marketing are argued to be no more than an evolution of modern marketing, yet at the heart of relational constructs sit the very features that modernism seeks to marginalise in the search for truth and the establishment of power structures. Indeed, while B2C marketing has embraced postmodern thinking in consumer culture theory recently, relationship marketing at the B2B level remains conceptually hinged to modern marketing. Using the lens of the postmodern marketing literature, this conceptual paper investigates the rise of China’s ecommerce company Alibaba …” Read more >
Cockayne, D. (2016). Redefining B2B relationship marketing: Insight from postmodern Alibaba. Journal of Customer Behaviour, 15(1), 49-66. http://dx.doi.org/10.1362/147539216X14594362873497

Customer relationship management and service quality: Influences in higher education
Andy Fred Wali & Len Tiu Wright
 “Customer Relationship Management (CRM) has been developed in Business-to-Business (B2B) to improve effectiveness and quality of service in handling organisational responses to customer inputs, the tracking of their orders, complaints handling, building direct communications with existing and potential customers, and maintaining satisfaction and loyalty. CRM, as a customer-focused and technology-oriented strategy, is of growing importance for electronically-driven B2B and Business-to-Consumer (B2C) sectors. However, there are relatively fewer publications in the literature about CRM’s impact in the higher education sector. Therefore, this paper applies principles of CRM and service quality in a research study undertaken at a single University in the UK …” Read more >
Wali, A. F. & Wright, L. T. (2016). Customer relationship management and service quality: Influences in higher education. Journal of Customer Behaviour, 15(1), 67-79. http://dx.doi.org/10.1362/147539216X14594362873532

Exploring CRM and SRM user satisfaction in B2B relationship management
Kaouther Kooli, Kaouther Ben Mansour & Victoria Cornwell
“This paper explores CRM and SRM systems user satisfaction and its effect on Business-to-Business (B2B) relationship management. In the literature, a lot has been said about Customer Relationship Management (CRM) particularly in a B2C context. However, fewer attempts to explore Supply Relationship Management (SRM) have been made. An inductive approach was adopted to explore CRM and SRM user satisfaction in achieving stronger B2B relationships …” Read more >
Kooli, K., Mansour, K.B. & Cornwell, V. (2016). Exploring CRM and SRM user satisfaction in B2B relationship management. Journal of Customer Behaviour, 15(1), 81-95. http://dx.doi.org/10.1362/147539216X14594362873578

A qualitative inquiry into customers’ perspectives on branding and the role of digital technologies in B2B: A case study of Panasonic
Jack Strong & Elvira Bolat
 “Branding is a well-researched notion in the business-to-customer (B2C) environment but a concept which is unexplored in the business-to-business (B2B) context. Conceptually, similar to B2C organisations, digital communication via digital tools and devices allows B2B organisations to experience the benefits of exposing their brands to a wider audience. In reality, questions of whether branding is purposeful in the B2B context and what role digital technologies play in B2B branding remain open. This study explores branding in the B2B context, using Panasonic as a case study, to consider the value of B2B branding from the B2B customer (buyer) perspective …” Read more >
Strong, J. & Bolat, E. (2016). A qualitative inquiry into customers’ perspectives on branding and the role of digital technologies in B2B: A case study of Panasonic. Journal of Customer Behaviour, 15(1), 97-116. http://dx.doi.org/10.1362/147539216X14594362873613

Book Review: New Industries from New Places: The emergence of the software and hardware industries in China and India
Len Tiu Wright, Adrian Wright & David Colley
Read more > Wright, L.T., Wright, A. & Colley, D. (2016). Book Review: New Industries from New Places: The emergence of the software and hardware industries in China and India. Journal of Customer Behaviour, 15(1), 117-118. http://dx.doi.org/10.1362/147539216X14594362873659