Pub Date : 2023-04-03DOI: 10.1080/1051712X.2023.2214551
N. L. Trapp, P. Jørgensen, G. Svendsen, Line Skov
ABSTRACT Purpose The United Kingdom’s European Union membership referendum, which marked the end of UK membership in the European Union, created much uncertainty amongst those British and European business practitioners who were accustomed to conducting trade with partners across The North Sea. This exogenous threat to business was subsequently compounded by another serious threat: the COVID-19 pandemic. Knowing that business-to-business (B2B) relationships are particularly important for the success of small- and medium-sized enterprises (SMEs), and that exogenous threats in the business environment can threaten these relationships, the purpose of this study is to examine whether frequent contact and social exchanges between partners on a range of topics, during threatening times, are positively linked to the relationship qualities of trust, satisfaction, and commitment. Methodology/approach Guided by an explorative, expert interview with a Danish SME owner-manager (OM) who has a great deal of experience conducting business with UK partners, a questionnaire was developed to examine two variables which seemingly play central roles with regard to supporting business relationships during threatening times: contact frequency (how often partners are in contact), and contact scope (how often B2B partners talk together about topics which are social in nature). The questionnaire was administered to 193 Danish SME owners and managers who had British business partners at the time of the BREXIT referendum and the COVID-19 pandemic. Findings The questionnaire revealed a positive relationship between contact frequency and relationship satisfaction and commitment, as well as a positive relationship between contact scope and relationship commitment. However, no significant relationships were found between contact frequency nor contact scope, on the one hand, and the level of trust between business partners on the other. Research implications This study has underscored the usefulness of studying social exchanges, and not just information exchanges, as they are an important, relationship-strengthening aspect of B2B communication. Indeed, while the central role played by informational exchanges in building quality relationships, including trusting relationships, is well-documented, this study increases our understanding of the value of social exchanges to business relationship quality; in particular, their noteworthy link to B2B partners’ willingness to go to great lengths to maintain relationships during challenging times. Practical implications Our findings indicate that simply being in contact with B2B partners and speaking about topics that are not directly related to business is not, on its own, a sufficient means of establishing trusting relationships; however, it is nonetheless worthwhile to take the time to nurture personal relationships with B2B partners. Just a modest amount of contact is positively related to relationship satisfaction, as well as relati
{"title":"Relationship Quality Between Small and Medium-Sized Enterprise Partners During Threatening Times: The Role of Contact Frequency and Social Exchanges","authors":"N. L. Trapp, P. Jørgensen, G. Svendsen, Line Skov","doi":"10.1080/1051712X.2023.2214551","DOIUrl":"https://doi.org/10.1080/1051712X.2023.2214551","url":null,"abstract":"ABSTRACT Purpose The United Kingdom’s European Union membership referendum, which marked the end of UK membership in the European Union, created much uncertainty amongst those British and European business practitioners who were accustomed to conducting trade with partners across The North Sea. This exogenous threat to business was subsequently compounded by another serious threat: the COVID-19 pandemic. Knowing that business-to-business (B2B) relationships are particularly important for the success of small- and medium-sized enterprises (SMEs), and that exogenous threats in the business environment can threaten these relationships, the purpose of this study is to examine whether frequent contact and social exchanges between partners on a range of topics, during threatening times, are positively linked to the relationship qualities of trust, satisfaction, and commitment. Methodology/approach Guided by an explorative, expert interview with a Danish SME owner-manager (OM) who has a great deal of experience conducting business with UK partners, a questionnaire was developed to examine two variables which seemingly play central roles with regard to supporting business relationships during threatening times: contact frequency (how often partners are in contact), and contact scope (how often B2B partners talk together about topics which are social in nature). The questionnaire was administered to 193 Danish SME owners and managers who had British business partners at the time of the BREXIT referendum and the COVID-19 pandemic. Findings The questionnaire revealed a positive relationship between contact frequency and relationship satisfaction and commitment, as well as a positive relationship between contact scope and relationship commitment. However, no significant relationships were found between contact frequency nor contact scope, on the one hand, and the level of trust between business partners on the other. Research implications This study has underscored the usefulness of studying social exchanges, and not just information exchanges, as they are an important, relationship-strengthening aspect of B2B communication. Indeed, while the central role played by informational exchanges in building quality relationships, including trusting relationships, is well-documented, this study increases our understanding of the value of social exchanges to business relationship quality; in particular, their noteworthy link to B2B partners’ willingness to go to great lengths to maintain relationships during challenging times. Practical implications Our findings indicate that simply being in contact with B2B partners and speaking about topics that are not directly related to business is not, on its own, a sufficient means of establishing trusting relationships; however, it is nonetheless worthwhile to take the time to nurture personal relationships with B2B partners. Just a modest amount of contact is positively related to relationship satisfaction, as well as relati","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"30 1","pages":"187 - 200"},"PeriodicalIF":1.4,"publicationDate":"2023-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45887728","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-03DOI: 10.1080/1051712X.2023.2216211
Yongge Niu, Zhangdi Wei, A. Hao, Banggang Wu
ABSTRACT Purpose Interestingly, some new product digital video ads use slogans, while some do not. This study aims to identify the similarities and differences between the message strategy elements used in two types of new product video advertisements (no slogan vs. slogan). In addition, it attempts to examine how product innovation newness may moderate the influence of video advertising (no slogan vs. slogan) on the presentation frequency of various elements of the message strategy. Methodology/Approach This study employed content analysis method to confirm the special features of the message strategy for the digital video ads. 1070 digital video advertisements of six technology-driven companies’ new products published on the YouTube website’s corporate accounts in the two-year period from 2018–2019 were collected. Findings This study clarified the ambiguous relationship between message strategy and creative strategy and confirmed the theoretical framework of an advertising message strategy. The results of a content analysis revealed that the presentation frequency of elements of the message strategies for the two types of new product digital video ads (no slogan vs. slogan) were significantly different and confirmed the moderation effect of the product innovation newness. Research Implications Extant literature has mostly confirmed the theoretical value and practical significance of advertising slogans. However, there are few studies on advertising message strategies with or without slogans. Our research attempts to provide a theoretical basis for new product video advertising message strategies with or without advertising slogans. Practical Implications When designing video ad copy, advertisers should have the awareness of integrating the four elements of message strategy for systematically planning. When the advertisers choose to use video ads with slogans, they should adopt more rational appeals, creative elements, information cues, and execution elements. The video advertisements of the two groups of new products (INP vs. RNP) differ significantly in the elements presented by the message strategy in the context of whether there are advertising slogans. Originality/Value/Contribution This is the first study that examines the similarities and differences between the presentation frequency of various message strategic elements of the two types of digital video advertisements (no slogan vs. slogan). In addition, it examined the influence mechanism of advertising slogans on the four elements of message strategy.
{"title":"No Slogan versus with Slogan: The Different Message Strategies for New Product Digital Video Ads","authors":"Yongge Niu, Zhangdi Wei, A. Hao, Banggang Wu","doi":"10.1080/1051712X.2023.2216211","DOIUrl":"https://doi.org/10.1080/1051712X.2023.2216211","url":null,"abstract":"ABSTRACT Purpose Interestingly, some new product digital video ads use slogans, while some do not. This study aims to identify the similarities and differences between the message strategy elements used in two types of new product video advertisements (no slogan vs. slogan). In addition, it attempts to examine how product innovation newness may moderate the influence of video advertising (no slogan vs. slogan) on the presentation frequency of various elements of the message strategy. Methodology/Approach This study employed content analysis method to confirm the special features of the message strategy for the digital video ads. 1070 digital video advertisements of six technology-driven companies’ new products published on the YouTube website’s corporate accounts in the two-year period from 2018–2019 were collected. Findings This study clarified the ambiguous relationship between message strategy and creative strategy and confirmed the theoretical framework of an advertising message strategy. The results of a content analysis revealed that the presentation frequency of elements of the message strategies for the two types of new product digital video ads (no slogan vs. slogan) were significantly different and confirmed the moderation effect of the product innovation newness. Research Implications Extant literature has mostly confirmed the theoretical value and practical significance of advertising slogans. However, there are few studies on advertising message strategies with or without slogans. Our research attempts to provide a theoretical basis for new product video advertising message strategies with or without advertising slogans. Practical Implications When designing video ad copy, advertisers should have the awareness of integrating the four elements of message strategy for systematically planning. When the advertisers choose to use video ads with slogans, they should adopt more rational appeals, creative elements, information cues, and execution elements. The video advertisements of the two groups of new products (INP vs. RNP) differ significantly in the elements presented by the message strategy in the context of whether there are advertising slogans. Originality/Value/Contribution This is the first study that examines the similarities and differences between the presentation frequency of various message strategic elements of the two types of digital video advertisements (no slogan vs. slogan). In addition, it examined the influence mechanism of advertising slogans on the four elements of message strategy.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"30 1","pages":"215 - 236"},"PeriodicalIF":1.4,"publicationDate":"2023-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43994981","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-03DOI: 10.1080/1051712X.2023.2214785
Fanglan Pang, Qiang Yang, Ruifeng Wei
ABSTRACT Purpose Scholars have conducted extensive research on channel control, which includesboth unilateral and bilateral controls. Researchers have mainly focused on the impact of unilateral controls, whereas bilateral controls have been given little attention. As an important classification of channel control, bilateral controls can save the cost of enterprise channel control and are conducive to the long-term development of channel relationships. This paper aims to investigate how bilateral controls impact opportunism. We attempt to answer the following: (1) How do bilateral controls (bilateral incentives, bilateral monitoring, and bilateral enforcement) affect distributors’ opportunism? (2) What is the mechanism by which bilateral controls affect distributors’ opportunism? Methodology/Approach The study proposed a research model usingbilateral incentives, bilateral monitoring, bilateral enforcement, and commitment as the antecedents, and distributor’s opportunism as the consequence. To test the model, we collected data from manufacturers in multiple industries, and analyzed the data from 200 valid responses using a multiple regression approach. Findings Both bilateral incentives and bilateral enforcement would respectively decrease distributor’s opportunism, and bilateral monitoring would increase distributor’s opportunism. Commitment has a mediating role on the relationship between bilateral incentives, bilateral monitoring, bilateral enforcement, and distributor’s opportunism. Research implications Based on expectations of fairness and equitable treatment over the long run, manufacturers need to improve their commitment, and distributors need to curb their opportunism. Whereas a firm’s self-monitoring of investments can meet partners’ expectations, this study suggests that bilateral monitoring decreases commitment and facilitates distributor’s opportunism. Managers should therefore carefully use bilateral monitoring strategies for channel management. Practical implications The study found that both bilateral incentives and enforcement can facilitate commitment and mitigate opportunism. Bilateral enforcement (versus bilateral incentives) has a larger negative impact on opportunism. Bilateral monitoring can mitigate commitments and facilitate opportunism. Additionally, our findings reveal that commitment strengthens the negative effect of both bilateral incentives and bilateral enforcement on opportunism and mitigates the positive effect of bilateral monitoring on opportunism. The findings serve as a base for marketing practitioners managing inter-firm relationships. Originality/Value This study makes two contributions to existing literature. First, it empirically tested the impact of bilateral incentives, bilateral monitoring, and bilateral enforcement on opportunism, thereby enriching the literature on bilateral controls in the marketing channel. Second, it aims to further clarify the mechanism of bilateral controls affecting opportunism.
{"title":"Effect of Bilateral Controls on Opportunism: The Mediating Role of Commitment","authors":"Fanglan Pang, Qiang Yang, Ruifeng Wei","doi":"10.1080/1051712X.2023.2214785","DOIUrl":"https://doi.org/10.1080/1051712X.2023.2214785","url":null,"abstract":"ABSTRACT Purpose Scholars have conducted extensive research on channel control, which includesboth unilateral and bilateral controls. Researchers have mainly focused on the impact of unilateral controls, whereas bilateral controls have been given little attention. As an important classification of channel control, bilateral controls can save the cost of enterprise channel control and are conducive to the long-term development of channel relationships. This paper aims to investigate how bilateral controls impact opportunism. We attempt to answer the following: (1) How do bilateral controls (bilateral incentives, bilateral monitoring, and bilateral enforcement) affect distributors’ opportunism? (2) What is the mechanism by which bilateral controls affect distributors’ opportunism? Methodology/Approach The study proposed a research model usingbilateral incentives, bilateral monitoring, bilateral enforcement, and commitment as the antecedents, and distributor’s opportunism as the consequence. To test the model, we collected data from manufacturers in multiple industries, and analyzed the data from 200 valid responses using a multiple regression approach. Findings Both bilateral incentives and bilateral enforcement would respectively decrease distributor’s opportunism, and bilateral monitoring would increase distributor’s opportunism. Commitment has a mediating role on the relationship between bilateral incentives, bilateral monitoring, bilateral enforcement, and distributor’s opportunism. Research implications Based on expectations of fairness and equitable treatment over the long run, manufacturers need to improve their commitment, and distributors need to curb their opportunism. Whereas a firm’s self-monitoring of investments can meet partners’ expectations, this study suggests that bilateral monitoring decreases commitment and facilitates distributor’s opportunism. Managers should therefore carefully use bilateral monitoring strategies for channel management. Practical implications The study found that both bilateral incentives and enforcement can facilitate commitment and mitigate opportunism. Bilateral enforcement (versus bilateral incentives) has a larger negative impact on opportunism. Bilateral monitoring can mitigate commitments and facilitate opportunism. Additionally, our findings reveal that commitment strengthens the negative effect of both bilateral incentives and bilateral enforcement on opportunism and mitigates the positive effect of bilateral monitoring on opportunism. The findings serve as a base for marketing practitioners managing inter-firm relationships. Originality/Value This study makes two contributions to existing literature. First, it empirically tested the impact of bilateral incentives, bilateral monitoring, and bilateral enforcement on opportunism, thereby enriching the literature on bilateral controls in the marketing channel. Second, it aims to further clarify the mechanism of bilateral controls affecting opportunism.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"30 1","pages":"201 - 214"},"PeriodicalIF":1.4,"publicationDate":"2023-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45070758","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/1051712X.2023.2172635
Houcine Akrout, A. Woodside
ABSTRACT Purpose – This article explores the processes, antecedents, and outcome of the concept of trust climate in online negotiations through synchronous video conferencing between international buyers and sellers. Design/methodology/approach – By grounding the concept of trust climate in three complementary theories, and by drawing on the findings of prior research, this study specifies the concept and constructs a conceptual model (four propositions and moderating variables) for understanding trust climate’s processes, antecedents and outcome. Findings – Our proposal asserts that trust climate can result from e-negotiation interactions. A definition of trust climate developed from our research is presented, and it is differentiated from related concepts. Models of trust development indicate that trust develops gradually over time. Building a trust climate in the context of e-negotiation is more a matter of action and reaction in real-time interaction, rather than relationship evolution over time. Research limitations/implications – This research differentiates trust climate from similar concepts, adding theoretical insights toward a better understanding of this concept in online negotiation. The next step is empirical testing. Practical implications – The concept of trust climate should help managers better understand its development and provide valuable information to advance awareness of the processes and drivers of online international negotiation. In the time of COVID-19, there is an increased use of remote negotiation, including in the B2C domain with live streaming or between unions and governments, and this study can be useful for understanding the climate of trust. Originality – Prior research in B-to-B settings does not clearly distinguish between trust and trust climate, at best incorporating the concept into the relational atmosphere. This paper also contributes by deepening the discussion of the advantages of e-communication for the expeditious establishment of trust climate in online negotiations.
{"title":"Trust Climate in International Business-To-Business E-Negotiations: Antecedents, Processes, and Outcomes","authors":"Houcine Akrout, A. Woodside","doi":"10.1080/1051712X.2023.2172635","DOIUrl":"https://doi.org/10.1080/1051712X.2023.2172635","url":null,"abstract":"ABSTRACT Purpose – This article explores the processes, antecedents, and outcome of the concept of trust climate in online negotiations through synchronous video conferencing between international buyers and sellers. Design/methodology/approach – By grounding the concept of trust climate in three complementary theories, and by drawing on the findings of prior research, this study specifies the concept and constructs a conceptual model (four propositions and moderating variables) for understanding trust climate’s processes, antecedents and outcome. Findings – Our proposal asserts that trust climate can result from e-negotiation interactions. A definition of trust climate developed from our research is presented, and it is differentiated from related concepts. Models of trust development indicate that trust develops gradually over time. Building a trust climate in the context of e-negotiation is more a matter of action and reaction in real-time interaction, rather than relationship evolution over time. Research limitations/implications – This research differentiates trust climate from similar concepts, adding theoretical insights toward a better understanding of this concept in online negotiation. The next step is empirical testing. Practical implications – The concept of trust climate should help managers better understand its development and provide valuable information to advance awareness of the processes and drivers of online international negotiation. In the time of COVID-19, there is an increased use of remote negotiation, including in the B2C domain with live streaming or between unions and governments, and this study can be useful for understanding the climate of trust. Originality – Prior research in B-to-B settings does not clearly distinguish between trust and trust climate, at best incorporating the concept into the relational atmosphere. This paper also contributes by deepening the discussion of the advantages of e-communication for the expeditious establishment of trust climate in online negotiations.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"30 1","pages":"1 - 13"},"PeriodicalIF":1.4,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48015554","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/1051712X.2023.2175633
Zhigang Fan, Yansu Wang, Zhenzhou Ying
ABSTRACT Purpose Although the important role of cross-border e-commerce platforms in supporting small and medium-sized enterprises (SMEs) has continuously attracted scholarly attention, existing research overlooks the perspective of value chain processes, which have become more crucial when facing a dual shock from resurgent protectionist policies and the COVID-19 pandemic. This paper deconstructs strategic flexibility from the perspective of value chain processes and further explores the mechanism of cross-border e-commerce platform empowerment on SME export performance. Methodology/approach A total of 425 SMEs participating in cross-border e-commerce platforms were used as the research sample for this empirical study, subsequently analyzing the multiple mediating effects. Findings The results show that strategic flexibility plays a partial mediating role between the empowerment of e-commerce platforms and SMEs’ export performance. Specifically, market flexibility shows a relatively weak significance unlike delivery flexibility, which shows the strongest significance. Originality/Value Following the overall perspective of the platform ecosystem, this study expands and integrates traditional empowerment theory and value chain theory into one analytical framework. It investigates the mechanism through which e-commerce platform empowerment influences a firm's export performance. Practical implications Managerial suggestions for collaborative innovation of cross-border e-commerce platforms and SMEs in China are proposed. SMEs should actively integrate into platforms according to their business characteristics, fully exploit the platform resources, and focus on improving their responsiveness to export markets.
{"title":"Empowerment of Cross-Border E-Commerce Platforms for Small and Medium-Sized Enterprises: Evidence from China","authors":"Zhigang Fan, Yansu Wang, Zhenzhou Ying","doi":"10.1080/1051712X.2023.2175633","DOIUrl":"https://doi.org/10.1080/1051712X.2023.2175633","url":null,"abstract":"ABSTRACT Purpose Although the important role of cross-border e-commerce platforms in supporting small and medium-sized enterprises (SMEs) has continuously attracted scholarly attention, existing research overlooks the perspective of value chain processes, which have become more crucial when facing a dual shock from resurgent protectionist policies and the COVID-19 pandemic. This paper deconstructs strategic flexibility from the perspective of value chain processes and further explores the mechanism of cross-border e-commerce platform empowerment on SME export performance. Methodology/approach A total of 425 SMEs participating in cross-border e-commerce platforms were used as the research sample for this empirical study, subsequently analyzing the multiple mediating effects. Findings The results show that strategic flexibility plays a partial mediating role between the empowerment of e-commerce platforms and SMEs’ export performance. Specifically, market flexibility shows a relatively weak significance unlike delivery flexibility, which shows the strongest significance. Originality/Value Following the overall perspective of the platform ecosystem, this study expands and integrates traditional empowerment theory and value chain theory into one analytical framework. It investigates the mechanism through which e-commerce platform empowerment influences a firm's export performance. Practical implications Managerial suggestions for collaborative innovation of cross-border e-commerce platforms and SMEs in China are proposed. SMEs should actively integrate into platforms according to their business characteristics, fully exploit the platform resources, and focus on improving their responsiveness to export markets.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"30 1","pages":"33 - 44"},"PeriodicalIF":1.4,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47813357","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/1051712X.2023.2188135
Jason Yi Liu, Guijun Zhuang, Chao Feng, Sihan Li
ABSTRACT Purpose This study aims to explore how personal ties and organizational ties between a distributor and its manufacturer influence the altruistic extra-role behavior of the focal distributor and the mediating effect of organizational learning, as well as the moderating effect of environmental dynamism, on the relationship between interfirm relationships and organizational learning. Methodology/approach The authors collect data from 618 household appliance distributors from Mainland China to support most hypotheses. The multilevel regression analysis and bootstrap test are used to test the hypotheses. Findings Both personal ties and organizational ties positively affect distributor organizational learning. Environmental dynamism strengthens the positive relationship between organizational ties and distributor organizational learning; distributor organizational learning plays a mediating role in the positive relationship between interfirm and altruistic extra-role behavior. At the same time, the mediating effect of distributor organizational learning between interfirm relationships and altruistic extra-role behavior becomes stronger with the increase of environmental dynamism. Research implications This study integrates the concept of organizational learning into the framework of research on the relationship between inter-firm relationships and extra-role altruistic behavior. In the background of a global epidemic, the concept of environmental dynamics is used as a boundary effect to deepen our understanding of relationships. The study also offers suggestions on how managers consider inter-firm relationships and extra-role altruistic behavior. Originality/value/contributions This study explores organizational learning as an intermediary mechanism between interfirm relationships and altruistic extra-role behavior, enriching the literature on altruistic extra-role behavior. It uncovers the boundary effect of environmental dynamics to deepen our understanding of the effect of interfirm relationships on organizational learning. It also discusses the antecedents of altruistic extra-role behavior by integrating previous studies and considering the impact of the two types of interfirm relationships simultaneously. Practical implications This study provides several insightful implications for the managers in understanding the impacts of interfirm relationships on altruistic extra-role behavior in business-to-business marketing.
{"title":"How Do Interfirm Relationships Affect Altruistic Extra-Role Behavior? The Mediating Effect of Organizational Learning","authors":"Jason Yi Liu, Guijun Zhuang, Chao Feng, Sihan Li","doi":"10.1080/1051712X.2023.2188135","DOIUrl":"https://doi.org/10.1080/1051712X.2023.2188135","url":null,"abstract":"ABSTRACT Purpose This study aims to explore how personal ties and organizational ties between a distributor and its manufacturer influence the altruistic extra-role behavior of the focal distributor and the mediating effect of organizational learning, as well as the moderating effect of environmental dynamism, on the relationship between interfirm relationships and organizational learning. Methodology/approach The authors collect data from 618 household appliance distributors from Mainland China to support most hypotheses. The multilevel regression analysis and bootstrap test are used to test the hypotheses. Findings Both personal ties and organizational ties positively affect distributor organizational learning. Environmental dynamism strengthens the positive relationship between organizational ties and distributor organizational learning; distributor organizational learning plays a mediating role in the positive relationship between interfirm and altruistic extra-role behavior. At the same time, the mediating effect of distributor organizational learning between interfirm relationships and altruistic extra-role behavior becomes stronger with the increase of environmental dynamism. Research implications This study integrates the concept of organizational learning into the framework of research on the relationship between inter-firm relationships and extra-role altruistic behavior. In the background of a global epidemic, the concept of environmental dynamics is used as a boundary effect to deepen our understanding of relationships. The study also offers suggestions on how managers consider inter-firm relationships and extra-role altruistic behavior. Originality/value/contributions This study explores organizational learning as an intermediary mechanism between interfirm relationships and altruistic extra-role behavior, enriching the literature on altruistic extra-role behavior. It uncovers the boundary effect of environmental dynamics to deepen our understanding of the effect of interfirm relationships on organizational learning. It also discusses the antecedents of altruistic extra-role behavior by integrating previous studies and considering the impact of the two types of interfirm relationships simultaneously. Practical implications This study provides several insightful implications for the managers in understanding the impacts of interfirm relationships on altruistic extra-role behavior in business-to-business marketing.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"30 1","pages":"87 - 106"},"PeriodicalIF":1.4,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43512192","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/1051712X.2023.2180697
Fernando Gimeno-Arias, J. Santos‐Jaén, Ana León-Gómez
ABSTRACT Purpose The objective of this research is to analyze the motivation of a distributor belonging to an official marketing channel to participate in the gray market. We explore this motivation not as an opportunistic behavior but as a strategic decision aligned with the reference group to which it belongs and the homogenization or isomorphism of strategic decisions within the group. Methodology/Approach Based on a survey of a sample of Spanish official distributors of Fast-Moving Consumer Goods (FMCG) and an empirical study using PLS-SEM, found evidence that the imitation effect conditions strategic decisions and can be graduated according to the hierarchical position occupied or legitimacy within the reference group. Findings The hypothesized model was supported by the data. This indicates that the reference group influences the agents that make it up and determines the actions expected of its members, offering a tool to the manufacturer or brand owner to manage the official distribution channel. Originality/Value The investigation of the effect of the reference group on the behavior of the official distributor offers an alternative to the classical explanation of its participation in the gray market, which has not been addressed by the academic literature so far, and which has traditionally been explained by the individual opportunism of the agents. Practical implications The main managerial implication is to provide a monitoring element to the official distribution channel leader, such as influencing the behaviors of the reference group to efficiently manage the marketing channel.
{"title":"The Reference Group as Antecedent of Gray Market Participation: An Empirical Analysis","authors":"Fernando Gimeno-Arias, J. Santos‐Jaén, Ana León-Gómez","doi":"10.1080/1051712X.2023.2180697","DOIUrl":"https://doi.org/10.1080/1051712X.2023.2180697","url":null,"abstract":"ABSTRACT Purpose The objective of this research is to analyze the motivation of a distributor belonging to an official marketing channel to participate in the gray market. We explore this motivation not as an opportunistic behavior but as a strategic decision aligned with the reference group to which it belongs and the homogenization or isomorphism of strategic decisions within the group. Methodology/Approach Based on a survey of a sample of Spanish official distributors of Fast-Moving Consumer Goods (FMCG) and an empirical study using PLS-SEM, found evidence that the imitation effect conditions strategic decisions and can be graduated according to the hierarchical position occupied or legitimacy within the reference group. Findings The hypothesized model was supported by the data. This indicates that the reference group influences the agents that make it up and determines the actions expected of its members, offering a tool to the manufacturer or brand owner to manage the official distribution channel. Originality/Value The investigation of the effect of the reference group on the behavior of the official distributor offers an alternative to the classical explanation of its participation in the gray market, which has not been addressed by the academic literature so far, and which has traditionally been explained by the individual opportunism of the agents. Practical implications The main managerial implication is to provide a monitoring element to the official distribution channel leader, such as influencing the behaviors of the reference group to efficiently manage the marketing channel.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"30 1","pages":"45 - 61"},"PeriodicalIF":1.4,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48439937","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/1051712X.2023.2188134
Pham Ng c Thu Trang, Angelina Nhat Hanh Le, Luc Phan Tan, Julian Ming Sung Cheng
ABSTRACT Purpose The abundance of research in the field of sustainable marketing management necessitates a comprehensively integrated knowledge about the topic. This study aims to map all scientific publications related to sustainability marketing from a firm perspective as collected from the Web of Science database (1900–2021), and subsequently identify potential future research directions. Design/methodology/approach The bibliometric method, particularly bibliographic coupling, is used to describe the evolution over time of research on the topic. Also, the networks and intellectual structures of sustainability marketing management research are visualized and analyzed by VOS viewer algorithm/software. Findings Based on a final list of 606 selected journal articles extracted from the initial 777,577 retrieved items, the bibliographic coupling analysis reveals six clusters within the research field: “sustainable green marketing and design: system perspective,” “sustainability assessment and firm performance,” “social sustainability in the dynamic model and mechanism,” “strategic CSR, corporate sustainability integration and performance,” “impacts of social and environmental sustainability on economic sustainability,” and “environmental sustainability and green management for multinational enterprises.” Practical Implications This study provides insight into the most substantive up-to-date contributions to the field, herein referred to as state-of-the-art thematic topics in sustainability marketing management, thus stipulating fruitful future research avenues for a more developed research community.
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Pub Date : 2023-01-02DOI: 10.1080/1051712X.2023.2188136
Eun-Jeong Hong, Jiseon Ahn
ABSTRACT Purpose Due to increasing competition, creating and enhancing franchisee patronage behaviors are critical elements in the food franchise industry. Franchise brand-related characteristics are known to influence franchisees’ evaluations. Thus, this paper examines the antecedents of franchisees’ perceived value, which leads to positive behaviors in the food franchise sector. Design/methodology/approach A research model is proposed to describe relationships among different types of functional company characteristics (i.e. quality, innovation, and price) on perceived value and behavioral intentions, and impact of operational involvement in the context of franchisees. A quantitative approach was leveraged to collect 266 usable online questionnaires, together with SmartPLS to analyze the measurement model and proposed hypotheses. Findings Results show that perceived quality on the part of franchisees is the most significant determinant of perceived value, followed by perceived innovation and price. Also, the impact of perceived value on franchisees’ intentions – including continuous and word-of-mouth intentions – is supported. Last, the role of operational involvement (i.e. duration and number of food franchise operations) in perceived value is examined. Originality/value To add to the limited research in the behaviors of franchisees, this study provides useful insights to achieve sustainable growth in the franchise brand context.
{"title":"Role of Functional Company Characteristics on Food Franchisee Behavior","authors":"Eun-Jeong Hong, Jiseon Ahn","doi":"10.1080/1051712X.2023.2188136","DOIUrl":"https://doi.org/10.1080/1051712X.2023.2188136","url":null,"abstract":"ABSTRACT Purpose Due to increasing competition, creating and enhancing franchisee patronage behaviors are critical elements in the food franchise industry. Franchise brand-related characteristics are known to influence franchisees’ evaluations. Thus, this paper examines the antecedents of franchisees’ perceived value, which leads to positive behaviors in the food franchise sector. Design/methodology/approach A research model is proposed to describe relationships among different types of functional company characteristics (i.e. quality, innovation, and price) on perceived value and behavioral intentions, and impact of operational involvement in the context of franchisees. A quantitative approach was leveraged to collect 266 usable online questionnaires, together with SmartPLS to analyze the measurement model and proposed hypotheses. Findings Results show that perceived quality on the part of franchisees is the most significant determinant of perceived value, followed by perceived innovation and price. Also, the impact of perceived value on franchisees’ intentions – including continuous and word-of-mouth intentions – is supported. Last, the role of operational involvement (i.e. duration and number of food franchise operations) in perceived value is examined. Originality/value To add to the limited research in the behaviors of franchisees, this study provides useful insights to achieve sustainable growth in the franchise brand context.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"27 9","pages":"107 - 123"},"PeriodicalIF":1.4,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41278087","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/1051712X.2023.2174825
Pedro Mendonça Silva, Arminda Paço, V. Moutinho
ABSTRACT Purpose Omnichannel is a trend also reaching events and their participants. So naturally, the trade fairs will be confronted with this reality of digital transformation. Given that exhibitors generally have the primacy of deciding to participate or not in a trade fair, this study aims to take this further, developing a representative model of exhibitors’ perception of an omnichannel trade fair. Design/methodology/approach This study used a quantitative approach through a survey. Structural equation modeling (SEM) was used on the data collected from 306 Portuguese B2B exhibitors. Within the SEM method, the multi-group causal analysis was also used to analyze the moderating role of the type of exhibitors (between industries and B2B service). Findings A new model is described, incorporating the causal relationships between exhibitors’ perceived compatibility with omnichannel trade fairs and consequent engagement and loyalty. The model reveals the exhibitors’ understanding of omnichannel compatibility with the trade fair’s context, positively influencing their engagement and loyalty. The results also reveal no significant differences between the types of exhibitors (industries and B2B service). Research implications Trade fairs continue to be excellent business-to-business (B2B) marketing tools, and the intensity of the use of digital technologies at events will lead to new challenges and opportunities. But few studies have investigated this topic. Thus, this research investigated the exhibitors’ perception of omnichannel trade fairs and their consequences on engagement and loyalty. Therefore, this research is a relevant contribution to the literature on B2B trade fairs and raises new research lights Practical implications The great differential of omnichannel is precisely in integrating online and offline channels. This positive opening of exhibitors to omnichannel trade fairs extends multiple opportunities and challenges for exhibitors, organizers, and visitors. “Omnicanalization” of trade fairs will imply a convergence strategy that integrates all connectivity channels between the three parties. Originality/value This study’s findings address the gap in trade fair literature concerning the lack of an omnichannel approach, which is a fresh and pertinent perspective.
{"title":"The Trend of Omnichannel Trade Fairs. Are B2B Exhibitors Open to This Challenge? A Study on Portuguese Exhibitors","authors":"Pedro Mendonça Silva, Arminda Paço, V. Moutinho","doi":"10.1080/1051712X.2023.2174825","DOIUrl":"https://doi.org/10.1080/1051712X.2023.2174825","url":null,"abstract":"ABSTRACT Purpose Omnichannel is a trend also reaching events and their participants. So naturally, the trade fairs will be confronted with this reality of digital transformation. Given that exhibitors generally have the primacy of deciding to participate or not in a trade fair, this study aims to take this further, developing a representative model of exhibitors’ perception of an omnichannel trade fair. Design/methodology/approach This study used a quantitative approach through a survey. Structural equation modeling (SEM) was used on the data collected from 306 Portuguese B2B exhibitors. Within the SEM method, the multi-group causal analysis was also used to analyze the moderating role of the type of exhibitors (between industries and B2B service). Findings A new model is described, incorporating the causal relationships between exhibitors’ perceived compatibility with omnichannel trade fairs and consequent engagement and loyalty. The model reveals the exhibitors’ understanding of omnichannel compatibility with the trade fair’s context, positively influencing their engagement and loyalty. The results also reveal no significant differences between the types of exhibitors (industries and B2B service). Research implications Trade fairs continue to be excellent business-to-business (B2B) marketing tools, and the intensity of the use of digital technologies at events will lead to new challenges and opportunities. But few studies have investigated this topic. Thus, this research investigated the exhibitors’ perception of omnichannel trade fairs and their consequences on engagement and loyalty. Therefore, this research is a relevant contribution to the literature on B2B trade fairs and raises new research lights Practical implications The great differential of omnichannel is precisely in integrating online and offline channels. This positive opening of exhibitors to omnichannel trade fairs extends multiple opportunities and challenges for exhibitors, organizers, and visitors. “Omnicanalization” of trade fairs will imply a convergence strategy that integrates all connectivity channels between the three parties. Originality/value This study’s findings address the gap in trade fair literature concerning the lack of an omnichannel approach, which is a fresh and pertinent perspective.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"30 1","pages":"15 - 31"},"PeriodicalIF":1.4,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47811196","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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