Industrial Marketing Management最新文献

英文中文

The liability of in-outsidership 内外关系的责任

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-11-01 Epub Date: 2025-11-07 DOI: 10.1016/j.indmarman.2025.10.010

Aswo Safari

This paper examines firm internationalization in a politically fragmented market, where informal institutions dominate formal ones. This market has two competing zones, each governed by a rival political party. More specifically, this paper aims to address the following question: How does a firm navigate two competing zones in the same market? Drawing on a longitudinal case study of a Swedish SME entering the Kurdistan Region of Iraq. The study introduces the concept of in-outsidership, a paradox whereby achieving network insidership in one political zone creates network outsidership in another. The firm's experience reveals how informal institutions, political rivalries, and embedded distributor relationships shape access to local business networks. By extending business network theory to highly politicized, institutionally divided contexts, this study challenges the assumption that network insidership is universally advantageous or transferable. The paper contributes to the B2B marketing and international marketing literature by conceptualizing in-outsidership as a context-dependent liability that complicates market access and strategic relationship building. Managerial implications underscore the importance of selecting politically aware partners and developing effective network strategies when entering contested institutional territories.

本文考察了在一个政治上分散的市场中，非正式机构主导正式机构的企业国际化。这个市场有两个相互竞争的区域，每个区域由一个敌对的政党管理。更具体地说，本文旨在解决以下问题：企业如何在同一市场中的两个竞争区域中导航？借鉴瑞典中小企业进入伊拉克库尔德斯坦地区的纵向案例研究。该研究引入了内外关系的概念，这是一个悖论，即在一个政治区域实现网络内部关系会在另一个政治区域产生网络外部关系。该公司的经验揭示了非正式制度、政治竞争和嵌入式分销商关系如何影响进入当地商业网络的途径。通过将商业网络理论扩展到高度政治化、制度分裂的背景下，本研究挑战了网络内部关系普遍有利或可转移的假设。本文通过将内外关系概念化为一种情境依赖的责任，使市场准入和战略关系建立复杂化，从而为B2B营销和国际营销文献做出了贡献。管理影响强调了在进入有争议的机构领域时选择具有政治意识的合作伙伴和制定有效网络战略的重要性。

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引用次数: 0

Building bridges in B2B sales: The role of one-to-one digital channels in developing social capital 在B2B销售中建立桥梁：一对一数字渠道在发展社会资本中的作用

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-11-01 Epub Date: 2025-11-14 DOI: 10.1016/j.indmarman.2025.11.002

Sara Bartoloni, Chiara Ancillai, Federica Pascucci, Gian Luca Gregori

Digital technology is transforming B2B relationships, shifting interactions toward one-to-one digital channels like instant messaging, emails, and video conferencing tools. This study investigates the role of these channels in developing social capital in buyer-seller relationships. We conducted a qualitative study involving 33 key informants among B2B salespeople and buyers. Study findings reveal that one-to-one digital channels foster social capital through a four-stage process: structural, cognitive, and relational capital develop sequentially and are later maintained over time. While these channels enhance interaction frequency, shared understanding, and trust, they also introduce risks—such as intrusiveness, channels overload, and path dependency—that may hinder relationship development. This processual framework advances social capital theory in digital B2B contexts and provides actionable guidance for managing one-to-one digital interactions.

数字技术正在改变B2B关系，将互动转向一对一的数字渠道，如即时消息、电子邮件和视频会议工具。本研究探讨了这些渠道在买卖双方关系中发展社会资本的作用。我们进行了一项定性研究，涉及33名B2B销售人员和买家中的关键线人。研究结果表明，一对一的数字渠道通过四个阶段的过程来培育社会资本：结构资本、认知资本和关系资本依次发展，然后随着时间的推移而保持。虽然这些渠道提高了交互频率、共享理解和信任，但它们也带来了风险——如侵入性、渠道过载和路径依赖——这可能会阻碍关系的发展。这一过程框架在数字B2B背景下推进了社会资本理论，并为管理一对一的数字互动提供了可操作的指导。

引用次数: 0

Manufacturing geographic diversification: A supply chain risk management strategy 制造业地域多元化：供应链风险管理策略

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-11-01 Epub Date: 2025-10-11 DOI: 10.1016/j.indmarman.2025.09.003

Teresa M. McCarthy Byrne , Suman Niranjan , Michael J. Gravier

Using the framework of resource-advantage theory, this paper informs our understanding of factors that mitigate supply chain risk. The research creates a manufacturing geographic diversification (MGD) model as a hedging risk management strategy and empirically measures the antecedents and outcomes of MGD. Using survey research, this will be the first study to employ organizational operant resources such as supply chain disruption orientation (SCDO) and risk management infrastructure (RMI) to create a sustainable competitive advantage through MGD, thereby producing improved customer-oriented performance and firm performance. The results reveal that MGD significantly mediates the relationships between our antecedent and outcome variables. Post hoc analysis reveals a nonlinear effect of RMI on MGD, suggesting exponentially higher pursuit of MGD with higher levels of RMI. These findings underscore the critical role of SCDO and RMI in supporting MGD as a strategic approach to enhance performance in the apparel, footwear, and accessories (AFA) industry. By aligning operational strategies with organizational goals, firms can achieve superior performance outcomes and deliver customer value, creating a sustainable competitive advantage.

本文运用资源优势理论的框架，对降低供应链风险的因素进行了认识。本研究建立制造业地理多元化模型作为对冲风险管理策略，并实证测量制造业地理多元化的前因和结果。通过调查研究，这将是第一个利用组织运营资源（如供应链中断导向（SCDO）和风险管理基础设施（RMI））通过MGD创造可持续竞争优势的研究，从而提高以客户为导向的绩效和公司绩效。结果表明，MGD显著调节了我们的前因变量和结果变量之间的关系。事后分析揭示了RMI对MGD的非线性影响，表明RMI水平越高，MGD的追求指数越高。这些发现强调了SCDO和RMI在支持MGD作为提高服装、鞋类和配饰（AFA）行业绩效的战略方法方面的关键作用。通过将运营战略与组织目标相结合，公司可以实现卓越的绩效结果并为客户提供价值，从而创造可持续的竞争优势。

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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 : 2025-11-01 Epub 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

When firm-level connections corrupt the frontline: How political networks drive unethical selling and upselling behavior 当公司层面的关系腐蚀了一线：政治网络如何推动不道德的销售和追加销售行为

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-11-01 Epub Date: 2025-11-10 DOI: 10.1016/j.indmarman.2025.10.011

Volkan Yeniaras , Fulya Acikgoz

In business-to-business markets, firms' business and political ties are often treated as strategic resources. Yet little is known about how these macro-level networks shape micro-level behavior, particularly that of frontline salespeople. Drawing on role theory, we argue that business and political ties act as implicit scripts that influence salespeople's role perceptions, ethical boundaries, and selling behaviors. Drawing on evidence from three experimental studies and a qualitative investigation with B2B salespeople, we demonstrate that political ties elevate the propensity for unethical selling, subsequently amplifying upselling behavior. Conversely, business ties foster more restrained selling norms, reducing both unethical conduct and upselling. We further demonstrate that these effects are conditioned by salesperson-specific factors: promotion-focused individuals and those who perceive low relationship continuity are especially responsive to politically embedded cues, whereas prevention-focused salespeople and those anticipating long-term relational continuity exhibit greater restraint. We extend role theory by introducing role ethicality—the salesperson's perception of what constitutes ethically appropriate conduct within their role—as a key mechanism linking firm-level affiliations to individual behavior. Our study demonstrates how a company's external relationship strategies can impact important commercial behaviors in ways that may not be obvious or intended by management.

在企业对企业的市场中，企业的商业和政治关系通常被视为战略资源。然而，对于这些宏观层面的网络如何塑造微观层面的行为，尤其是一线销售人员的行为，我们知之甚少。根据角色理论，我们认为商业和政治关系是影响销售人员角色认知、道德界限和销售行为的隐性脚本。根据三项实验研究和对B2B销售人员的定性调查得出的证据，我们证明了政治关系提高了不道德销售的倾向，随后放大了追加销售行为。相反，商业关系促进了更克制的销售规范，减少了不道德行为和追加销售。我们进一步证明，这些影响受到销售人员特定因素的制约：以晋升为重点的个人和那些认为关系连续性较低的人对政治嵌入的暗示特别敏感，而以预防为重点的销售人员和那些预期长期关系连续性的人表现出更大的克制。我们扩展了角色理论，引入了角色伦理——销售人员对自己角色中合乎道德的行为的认知——作为将公司层面的从属关系与个人行为联系起来的关键机制。我们的研究表明，公司的外部关系策略如何影响重要的商业行为，而这些行为可能不是显而易见的，也不是管理层有意为之。

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引用次数: 0

How do business-to-business actors experience circular solutions? Uncovering the interplay between experience, interaction, and adaptation in the case of concrete element reuse 企业对企业参与者如何体验循环解决方案？在具体元素重用的情况下，揭示经验、交互和适应之间的相互作用

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-11-01 Epub Date: 2025-11-10 DOI: 10.1016/j.indmarman.2025.10.012

Lauri Alkki , Leena Aarikka-Stenroos , Elina Jaakkola , Eeva-Leena Pohls

The circular economy (CE) is a systemic effort requiring business-to-business (B2B) actors to adopt circular principles to enable loop-closing through collaboration. A crucial, yet unstudied, perspective is the individual B2B actors' experiences of circular solutions in interorganizational collaborations aiming to promote the CE. Therefore, this study examines diverse B2B actors' multidimensional experiences of circular solutions and how such experiences shape actors' interactions and adaptations. We leverage research on customer experience, CE business, and interactions and adaptations in business relationships and conduct a qualitative case study in the construction industry where diverse B2B actors from a value chain collaborate to increase circularity by reusing concrete elements. As our contribution, we 1) uncover B2B actors' multidimensional experiences of circular solutions manifested along cognitive, affective, behavioral, social, and sensory dimensions and identify their triggers; and 2) show how B2B actors' experiences of circular solutions shape their interactions and lead to four adaptation forms at different levels. The findings are synthesized into a conceptual model that displays the interplay between B2B actors' experiences, interactions, and adaptations in interorganizational settings. Our findings highlight the importance of B2B actors' experiences in catalyzing the adoption of CE principles by companies in interorganizational collaborations.

循环经济（CE）是一项系统性的努力，要求企业对企业（B2B）参与者采用循环原则，通过合作实现闭环。一个关键的，但尚未研究的观点是个体B2B参与者在旨在促进CE的组织间协作中的循环解决方案的经验。因此，本研究考察了不同B2B参与者对循环解决方案的多维体验，以及这些体验如何影响参与者的互动和适应。我们利用对客户体验、CE业务以及业务关系中的交互和适应的研究，并在建筑行业进行定性案例研究，其中来自价值链的不同B2B参与者合作，通过重用具体元素来增加循环性。作为我们的贡献，我们1)揭示B2B参与者在认知、情感、行为、社会和感官维度上对循环解决方案的多维体验，并确定其触发因素；2)展示B2B参与者对循环解决方案的体验如何塑造他们的互动，并在不同层次上形成四种适应形式。这些发现被综合到一个概念模型中，该模型显示了B2B参与者在组织间环境中的经验、交互和适应之间的相互作用。我们的研究结果强调了B2B参与者的经验在促进公司在组织间合作中采用CE原则方面的重要性。

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引用次数: 0

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 : 2025-11-01 Epub 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

Editorial: The 7th Industrial Marketing Management Summit: Advancing Frontiers in B2B Marketing Research 第七届工业营销管理峰会：B2B营销研究的前沿

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-11-01 Epub Date: 2025-10-27 DOI: 10.1016/j.indmarman.2025.10.009

Ghasem Zaefarian , Zhaleh Najafi Tavani , Adam Lindgreen , C. Anthony Di Benedetto

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 : 2025-11-01 Epub 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 : 2025-11-01 Epub 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

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