Industrial Marketing Management最新文献

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Underestimating institutional stance persistence in geothermal market stagnation and market-making 低估机构立场在地热市场停滞和做市中的持久性

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-10-18 DOI: 10.1016/j.indmarman.2025.09.006

Joseph Fitzpatrick Ireland , Mark Palmer , Nicola Barron , Ulrich Ofterdinger , Jean-Christophe Comte

Markets can create solutions to some of the world's most challenging issues. Grand challenges such as land-system change, pollution, biogeochemical cycles and climate change have been on political and policy agendas for decades. Yet, despite considerable awareness of the problems humanity faces, some sustainable implementable technology-led market solutions remain persistently stagnant. In this study, we explore this stagnant market problem, addressing the geothermal energy transition from the viewpoint of an internal institutional cognitive approach. Drawing upon the experiences of market actors, our findings identify two interacting and reinforcing institutional stances: (i) a problem-preserving stance and (ii) a problem persistence stance and relatedly, how these contribute to market stagnation. In the face of market stagnation, we further show how market stenting efforts occur via the three mechanisms of tempering, catalyzing and boot-clustering. To countenance the interactive institutional stances, the Shirky effect upholds and preserves the ‘institutional link’ and thus the market stagnant problem. Finally, we outline areas for future market studies and suggest both managerial and policy implications.

市场可以为世界上一些最具挑战性的问题创造解决方案。几十年来，诸如土地系统变化、污染、生物地球化学循环和气候变化等重大挑战一直被列入政治和政策议程。然而，尽管人们对人类面临的问题有了相当的认识，但一些可持续的、可实施的、以技术为主导的市场解决方案仍然持续停滞不前。在本研究中，我们探讨了这个停滞的市场问题，从内部制度认知方法的角度解决地热能源转型。根据市场参与者的经验，我们的研究结果确定了两种相互作用并不断加强的制度立场：(i)问题保留立场和（ii）问题持续立场，以及它们如何导致市场停滞。面对市场停滞，我们进一步展示了市场支架努力是如何通过调节、催化和引导集群三种机制发生的。为了支持相互作用的制度立场，舍基效应支持并保留了“制度联系”，从而解决了市场停滞问题。最后，我们概述了未来市场研究的领域，并提出了管理和政策方面的建议。

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引用次数: 0

Bridging buyer-supplier dynamics in servitization: A multilevel analysis of performance, governance, and innovation in B2B ecosystems 在服务化中架起买方-供应商动态的桥梁：B2B生态系统中绩效、治理和创新的多层次分析

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-10-17 DOI: 10.1016/j.indmarman.2025.10.006

Dijoy Johny , Sreejesh S. , Nurjahan E.I.

The study examines how buyers' adoption of servitized offerings shapes performance and innovation in business-to-business ecosystems, using dyadic survey data from sixty suppliers and six hundred buyers in India and a multilevel structural equation modeling approach. At the buyer level, servitization improves operational performance and relational performance as parallel mechanisms that independently enhance firm outcomes. At the supplier portfolio level, servitization strengthens operational capabilities yet can dampen buyers' near-term firm performance (a servitization paradox), whereas stronger buyer-supplier relational performance markedly lifts supplier financial results and triggers an innovation-catalyst effect; a serial pathway from operational performance to relational performance to financial performance also emerges. Governance effects are mechanism-specific: contractual governance significantly amplifies the operational benefits of servitization, while relational governance does not meaningfully moderate servitization's relational gains. The study recenters buyer agency, introduces a dyadic multilevel mechanism linking buyer outcomes to supplier innovation, and reframes the paradox as a portfolio allocation problem. Managerially, the results call for dual-track programs with contracted service targets and process performance measures, modular service bundles to balance efficiency and flexibility, and portfolio-level monitoring of buyer impact to guide supplier innovation.

该研究使用来自印度60家供应商和600家买家的二元调查数据和多层次结构方程建模方法，研究了买家对服务化产品的采用如何影响企业对企业生态系统的绩效和创新。在买方层面，服务化提高了运营绩效和关系绩效，作为独立提高公司成果的并行机制。在供应商组合层面，服务化增强了运营能力，但也会抑制买家近期的公司绩效（服务化悖论），而更强的买家-供应商关系绩效显著提升了供应商的财务业绩，并引发了创新催化剂效应；从经营绩效到关系绩效再到财务绩效的一系列路径也出现了。治理效果是特定于机制的：契约治理显著地放大了服务化的运营效益，而关系治理没有意义地调节服务化的关系收益。本文以买方代理为中心，引入了将买方成果与供应商创新联系起来的二元多层机制，并将这一悖论重新定义为一个投资组合分配问题。在管理方面，结果要求采用合同服务目标和流程绩效指标的双轨计划，模块化服务包以平衡效率和灵活性，以及投资组合级别的买方影响监控以指导供应商创新。

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引用次数: 0

Entrepreneurial implications of export market orientation: Unveiling proactive and responsive market orientation's differential role in exporting firms 出口市场导向的企业家意涵：揭示主动和反应型市场导向在出口企业中的差异作用

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-10-17 DOI: 10.1016/j.indmarman.2025.10.004

Anisur R. Faroque , Arafat Rahman , Emmanuel Kusi Appiah , Jashim Uddin Ahmed

This study delves into the critical role of export market orientation (EMO) in business-to-business (B2B) industrial marketing, with a particular focus on B2B exporting firms. While previous research emphasizes the positive impact of EMO on firm performance, this research examines its entrepreneurial implications, highlighting the overlooked dimensions of opportunity recognition and exploitation in an international business context. By differentiating between proactive and responsive EMOs, this study elucidates how each dimension uniquely contributes to opportunity recognition and exploitation. Although moderating effects of environmental dynamism were hypothesized, no significant moderation was found. Importantly, only opportunity exploitation translates into international performance, whereas opportunity recognition does not- thereby refining current understandings of EMO's role in international entrepreneurship.

本研究深入探讨出口市场导向（EMO）在企业对企业（B2B）工业营销中的关键作用，并特别关注B2B出口公司。以往的研究强调了EMO对企业绩效的积极影响，而本研究考察了其创业含义，强调了在国际商业背景下被忽视的机会识别和利用的维度。通过区分主动型和响应型emo，本研究阐明了每个维度如何独特地促进机会识别和利用。虽然假设了环境动力的调节作用，但没有发现显著的调节作用。重要的是，只有机会利用才能转化为国际绩效，而机会识别则不能——从而改进了目前对EMO在国际创业中作用的理解。

引用次数: 0

Conceptualizing the Industrial Metaverse: From Technological Layers to Business Value 概念化工业元世界：从技术层到业务价值

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-10-16 DOI: 10.1016/j.indmarman.2025.10.003

Dominik A. Henkel, Björn S. Ivens

The ongoing digitalization of industrial processes has given rise to new concepts, with the Industrial Metaverse (IM) emerging as a promising development. The IM represents an immersive, data-driven ecosystem that integrates technologies such as augmented reality, digital twins, and artificial intelligence to interconnect physical and digital environments. Despite increasing relevance, research on the IM remains scarce, particularly regarding its conceptual structure, application areas, and value contribution. This study addresses this gap by applying a qualitative research design based on 25 expert interviews across multiple industries. Taking an inductive approach, we propose an IM Canvas of seven interdependent layers in a hierarchical structure and identify 16 use cases across six application areas. We then link these areas to four dimensions of business value: creation, capture, enhancement, and protection. The findings advance theory by positioning the IM as both a continuation of digitalization and a disruptive shift that redefines ecosystems. By integrating the actors–resources–activities perspective, the IM Canvas extends existing frameworks of digital transformation and highlights the dual role of the IM as a technological enabler and an organizational transformer. This article provides a conceptual foundation for future IM research and guidance for firms to leverage the potential of this digital ecosystem.

工业过程的持续数字化产生了新的概念，工业元宇宙（IM）成为一个有前途的发展。IM代表了一个沉浸式的、数据驱动的生态系统，它集成了增强现实、数字孪生和人工智能等技术，以互连物理和数字环境。尽管相关性越来越大，但对IM的研究仍然很少，特别是关于其概念结构，应用领域和价值贡献。本研究通过采用基于多个行业的25位专家访谈的定性研究设计来解决这一差距。采用归纳的方法，我们提出了一个由层次结构中的七个相互依赖层组成的IM画布，并在六个应用领域中确定了16个用例。然后，我们将这些领域与业务价值的四个维度联系起来：创建、获取、增强和保护。这些发现通过将IM定位为数字化的延续和重新定义生态系统的颠覆性转变，从而推进了理论。通过集成参与者-资源-活动的视角，IM画布扩展了现有的数字转换框架，并突出了IM作为技术推动者和组织转换器的双重角色。本文为未来的IM研究提供了概念基础，并为企业利用这一数字生态系统的潜力提供了指导。

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引用次数: 0

Digital platform ecosystems: A systemic view of power wielded by the platform orchestrators over complementors 数字平台生态系统：对平台协调者凌驾于互补者之上的权力的系统看法

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-10-15 DOI: 10.1016/j.indmarman.2025.10.001

Cristina Simone, Antonio Laudando, Silvia Scardini

In the rising shaped-by-platforms landscape, increasing power has been concentrated in the hands of a few dominant digital platform orchestrators. This growing dominance has brought the issue of power asymmetries between platform orchestrators and complementors to the forefront of economic and managerial literature. Although most studies attribute the dominant position of platform orchestrators primarily to their economic power, it represents only one source of a broader multidimensional power. This study unveils a critical literature gap: the lack of systemic frameworks enlightening the multiple sources of the platform orchestrators' power. The research addresses this gap, adopting the systems thinking perspective that enables to enrich literature in two ways: first, to move beyond a monolithic definition of the platform orchestrator's power by identifying three different sources from which it emerges (economic, technological and regulatory); and second, to integrate the static view of platform orchestrators' power by enlightening how each source affects the other according to recursive interdependent feedback loops. The originality of this work is double: 1) it provides an insightful taxonomy of the three main sources of the platform orchestrator's power; 2) it develops a 3 × 3 matrix shedding light on the interdependences and feedback loops among the three sources of power.

在由平台塑造的格局中，越来越多的权力集中在少数占主导地位的数字平台协调者手中。这种日益增长的主导地位，已将平台协调者与互补者之间的权力不对称问题推到了经济和管理文献的前沿。尽管大多数研究将平台协调者的主导地位主要归因于他们的经济实力，但它只代表了更广泛的多维权力的一个来源。这项研究揭示了一个关键的文献缺口：缺乏系统的框架来启发平台协调者权力的多种来源。该研究解决了这一差距，采用了系统思考的视角，可以从两个方面丰富文献：首先，通过确定平台协调者的权力产生的三个不同来源（经济、技术和监管），超越了对平台协调者权力的单一定义；第二，通过揭示每个源如何根据递归的相互依赖的反馈循环影响其他源，来整合平台编排器力量的静态视图。这项工作的原创性是双重的：1)它提供了平台编排者权力的三个主要来源的深刻分类；2)建立了一个3 × 3矩阵，揭示了三种电源之间的相互依赖关系和反馈回路。

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引用次数: 0

Customer engagement strategies for digital offerings: An empirical study of B2B suppliers 数字化产品的客户参与策略：B2B供应商的实证研究

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-10-15 DOI: 10.1016/j.indmarman.2025.10.005

Lisa Lundin

Digital offerings have grown to be a significant segment in business-to-business markets. Suppliers of digital offerings are faced with unique circumstances in managing customers, requiring specific strategies to increase customer engagement. We argue that suppliers may adopt different strategies to increase engagement depending on how the engagement is influenced (i.e., directly or indirectly) and their focus on the engagement process (i.e., dispositions or activities). This study explores customer engagement strategies for digital offerings. Specifically, based on a field study of suppliers providing digital offerings, we introduce four customer engagement strategies: initiating early awareness, role-centric activation, collective alignment, and scaling supplier-initiated activities. By exploring digital offerings as a new type of engagement object, we add to existing customer engagement literature. For practitioners, we also offer guidance for how the identified strategies can be combined to increase customer engagement based on firm-related and contextual factors impacting the choice of strategy.

数字产品已经成长为企业对企业市场的重要组成部分。数字产品供应商在管理客户方面面临着独特的环境，需要特定的策略来提高客户参与度。我们认为，供应商可能会采取不同的策略来提高敬业度，这取决于敬业度是如何受到影响的（即直接或间接），以及他们对敬业度过程的关注程度（即处置或活动）。本研究探讨了数字产品的客户参与策略。具体来说，基于对提供数字产品的供应商的实地研究，我们介绍了四种客户参与策略：启动早期意识、以角色为中心的激活、集体对齐和扩展供应商发起的活动。通过探索数字产品作为一种新型的参与对象，我们增加了现有的客户参与文献。对于从业者，我们还提供指导，说明如何根据影响战略选择的公司相关因素和环境因素，将已确定的战略结合起来，以提高客户参与度。

引用次数: 0

Micro-level tactics salespeople use to pursue large B2B deals: A semi-systematic review and research agenda 销售人员用于追求大型B2B交易的微观策略：半系统的审查和研究议程

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-10-03 DOI: 10.1016/j.indmarman.2025.09.001

Mohamed Zohdy Rateb, Byron W. Keating, Shasha Wang

This study investigates the micro-level tactics (i.e., common short-term actions) salespeople use to secure large business-to-business (B2B) deals, a crucial yet underexplored topic in the sales literature. Using a semi-systematic review of 66 articles, we identify three core tactics: stakeholder management, product tactics, and commercial tactics. These tactics are essential for navigating the nonlinear, iterative processes involved in large B2B deal pursuits, which often require cross-functional collaboration and adapting to organizational complexities. Our analysis reveals that stakeholder management, particularly communication and trust-building, is pivotal across all stages of the sales process. Product (tangible and intangible) and commercial tactics (price and contract terms), further support deal progression by aligning with client needs and organizational goals. Drawing on Activity Theory, the study also highlights the importance of adapting sales approaches to a given context and identifies significant challenges regarding the interplay between sales tactics and different environmental factors. A future research agenda is provided to further our understanding of how micro-level tactics can be optimized to achieve specific deal outcomes, such as winning new business, renewals, and reacquisitions. The findings provide practical insights for sales professionals, emphasizing the need for adaptive tactics that align with broader organizational objectives.

本研究调查了销售人员用于确保大型企业对企业（B2B）交易的微观层面策略（即常见的短期行动），这是销售文献中一个至关重要但尚未得到充分探讨的话题。通过对66篇文章的半系统回顾，我们确定了三个核心策略：利益相关者管理、产品策略和商业策略。这些策略对于导航大型B2B交易中涉及的非线性迭代过程至关重要，这通常需要跨职能协作并适应组织的复杂性。我们的分析表明，利益相关者管理，特别是沟通和建立信任，在销售过程的各个阶段都是至关重要的。产品（有形和无形）和商业策略（价格和合同条款），通过与客户需求和组织目标保持一致，进一步支持交易进展。根据活动理论，该研究还强调了根据特定环境调整销售方法的重要性，并确定了销售策略与不同环境因素之间相互作用的重大挑战。未来的研究议程提供了进一步了解如何优化微观层面的策略，以实现具体的交易结果，如赢得新业务，续约和再收购。研究结果为销售专业人员提供了实用的见解，强调了与更广泛的组织目标相一致的适应性策略的必要性。

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引用次数: 0

Technology-enabled democratization: Impact of generative AI on content marketing agencies 技术民主化：生成式人工智能对内容营销机构的影响

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-10-02 DOI: 10.1016/j.indmarman.2025.09.007

Risqo Wahid , Joel Mero , Paavo Ritala

This study investigates how technology-enabled democratization affects market structures and incumbent firm strategies, with a focus on generative AI and content marketing agencies (CMAs). While past technologies augment marketing capabilities, generative AI redistributes core creation, technical, and economic capabilities—challenging traditional agency–client dynamics and prompting strategic reconfigurations among incumbent firms. Drawing on a qualitative study of 22 professionals from CMAs and their clients, we develop a framework showing how generative AI enables widespread content marketing capabilities, alters content marketing market structures, and forces CMAs to redefine their value propositions. Our findings reveal a shift from execution-based services to expertise-driven roles, including creative consulting, hyper-personalization, and AI-enabled service innovation. We contribute theoretically by extending the concept of technology-enabled democratization, offering a structured framework that links capability redistribution, market restructuring, and incumbent response strategies. Practically, we propose a playbook to help CMAs adapt to this transformation through (1) strategic repositioning, (2) operational integration, (3) ethics, regulation, and compliance, (4) and market and client engagement. Overall, the study offers conceptual and managerial insights into the evolving interplay between generative AI, market democratization, and marketing agency transformation.

本研究探讨了技术民主化如何影响市场结构和现有企业战略，重点关注生成式人工智能和内容营销机构（cma）。虽然过去的技术增强了营销能力，但生成式人工智能重新分配了核心创造、技术和经济能力，挑战了传统的代理-客户动态，并促使现有公司之间的战略重新配置。通过对来自cma及其客户的22位专业人士的定性研究，我们开发了一个框架，展示了生成式人工智能如何实现广泛的内容营销能力，改变内容营销市场结构，并迫使cma重新定义其价值主张。我们的研究结果揭示了从基于执行的服务到专业驱动的角色的转变，包括创造性咨询、超个性化和人工智能支持的服务创新。我们从理论上扩展了技术民主化的概念，提供了一个连接能力再分配、市场重组和现任应对策略的结构化框架。实际上，我们提出了一个剧本来帮助cma通过(1)战略重新定位，(2)运营整合，(3)道德、监管和合规，(4)市场和客户参与来适应这种转变。总体而言，该研究为生成式人工智能、市场民主化和营销机构转型之间不断发展的相互作用提供了概念和管理见解。

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引用次数: 0

B2B Marketing for People, Planet and Profit: Theoretical advancement and empirical insights 人，地球和利润的B2B营销：理论进展和实证见解

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-10-01 DOI: 10.1016/j.indmarman.2025.08.003

Demetris Vrontis , Riad Shams , Masaaki Kotabe , V. Kumar

Sustainable marketing—defined as contributing to society and the environment while supporting a brand's commercial competitive advantage—is a well-recognized but under-researched field. This research gap is even more pronounced in the context of sustainable B2B marketing. This article provides an overview of the selected articles that aim to advance theoretical and empirical understanding to abridge this research gap. The findings from the selected articles highlight four key competitive market forces that can drive sustainable B2B marketing in a way that generates profit while also contributing back to people (society) and the planet (environment). These forces include innovation management, individual characteristics (of B2B marketers and firms), transition management, and performance management. Following our discussion on the implications of these competitive market forces for leveraging B2B marketing dynamics in support of the triple bottom line—People, Planet, and Profit—we conclude by outlining directions for future research.

可持续营销——定义为在支持品牌商业竞争优势的同时对社会和环境做出贡献——是一个公认但研究不足的领域。这种研究差距在可持续B2B营销的背景下更加明显。本文概述了选定的文章，旨在推进理论和经验的理解，以弥合这一研究差距。精选文章的研究结果强调了四个关键的竞争市场力量，它们可以推动可持续的B2B营销，在产生利润的同时也为人类（社会）和地球（环境）做出贡献。这些力量包括创新管理、个人特征（B2B营销人员和公司）、过渡管理和绩效管理。在我们讨论了这些竞争市场力量对利用B2B营销动态来支持三重底线——人、地球和利润的影响之后，我们总结了未来研究的方向。

引用次数: 0

Charting the course for adaptive selling: A systematic review and meta-analysis 为适应性销售制定路线：系统回顾和元分析

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-09-27 DOI: 10.1016/j.indmarman.2025.09.005

Nivin Vinoi , Amit Shankar , Priyavrat Sanyal

This study aims to comprehensively analyze the current body of literature on adaptive selling behavior. Accordingly, it employs a hybrid review methodology that integrates systematic literature review, lexicometric analysis, and meta-analysis. This multifaceted approach facilitates both thematic and theoretical syntheses while revealing empirical inconsistencies through quantitative validation. The study further advances the field by developing a conceptual framework based on the antecedents–decisions–outcomes model and proposing a future research agenda based on theory-context-characteristics-method framework, encompassing emerging phenomena, such as technology-driven adaptive selling, gamification, and corporate social responsibility alignment. This novel triangulation of methods and the resulting integrated framework offer rich insights, charting a future roadmap for adaptive selling research.

本研究旨在综合分析目前有关适应性销售行为的文献。因此，它采用了一种综合系统文献综述、词汇计量分析和元分析的混合综述方法。这种多方面的方法促进了主题和理论的综合，同时通过定量验证揭示了经验上的不一致。本研究在前因-决策-结果模型的基础上建立了一个概念框架，并提出了一个基于理论-情境-特征-方法框架的未来研究议程，包括技术驱动的适应性销售、游戏化和企业社会责任一致性等新兴现象。这种新颖的三角方法和由此产生的综合框架提供了丰富的见解，为适应性销售研究绘制了未来的路线图。

引用次数: 0

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