Industrial Marketing Management最新文献

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Enhancing value co-creation and innovation performance through plural governance mechanisms: The impact of virtual governance 通过多元治理机制提升价值共创和创新绩效：虚拟治理的影响

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-09-01 DOI: 10.1016/j.indmarman.2025.08.004

Yin Zhou , Zeze Song, Wei Yang , Yongjing Li, Lulu Cheng

Virtual governance, a new governance mechanism for managing inter-organisational exchange relationships, has gained increasing importance with the rise of the digital economy and advancements in information technology. However, the research on this topic is limited. This study examines the impact of virtual governance on value co-creation and innovation performance in buyer–supplier relationships. Additionally, using a contingency approach, we explore how virtual governance interacts with traditional governance mechanisms (i.e. relational and contractual governance) to influence the above relationships. A quantitative research method is used to collect data from 170 buyer–supplier matched questionnaires. The empirical analysis shows that virtual governance is positively associated with value co-creation and innovation performance in buyer–supplier relationships. Additionally, traditional governance mechanisms have heterogeneous contingency effects on these relationships. Specifically, relational governance positively moderates the effects of virtual governance on value co-creation and innovation performance, while contractual governance negatively moderates these effects. These findings constitute new contributions to the literature on value co-creation and provide guidance on emerging governance mechanisms in the digital economy and pluralistic governance for managing exchange relationships.

虚拟治理作为一种管理组织间交流关系的新型治理机制，随着数字经济的兴起和信息技术的进步，其重要性日益凸显。然而，关于这一主题的研究是有限的。本研究考察了虚拟治理对采购-供应商关系中价值共同创造和创新绩效的影响。此外，使用权变方法，我们探索虚拟治理如何与传统治理机制（即关系治理和契约治理）相互作用以影响上述关系。采用定量研究方法，对170份买方-供应商匹配问卷进行数据收集。实证分析表明，虚拟治理与价值共同创造和创新绩效呈正相关。此外，传统的治理机制对这些关系具有异质的偶然性影响。具体而言，关系治理正向调节虚拟治理对价值共同创造和创新绩效的影响，而契约治理负向调节这些影响。这些发现为价值共同创造的文献做出了新的贡献，并为数字经济中新兴的治理机制和管理交换关系的多元化治理提供了指导。

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引用次数: 0

Managing coopetition in multipartner alliances of micro firms 微型企业多伙伴联盟中的合作管理

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-08-18 DOI: 10.1016/j.indmarman.2025.08.002

Jose Novais Santos

This research explores how micro firms cope with coopetition tensions in a multipartner alliance over time. Micro firms are significantly pressured to cooperate and compete simultaneously. Coopetition and its management in micro firms are underinvestigated, particularly in alliances with multiple partners. Despite their popularity, multipartner arrangements generate more tensions and are more complex to manage. A longitudinal qualitative case study research focusing on micro firms from the ecotourism sector is employed to understand the mechanisms employed to manage these tensions. Results show that tensions are frequently diffused over more than two partners and tensions' management is conditioned by the liability of smallness and the number of firms affected. The firms' experience in the alliance allows for tailoring the mechanisms to manage tensions over time. Also, contrasting the extant view on faultlines, this study shows that establishing faultlines is a management mechanism promoting value creation and the alliance's longevity but can have a cyclical effect by generating other tensions.

本研究探讨了微型企业在多伙伴联盟中如何应对长期的竞争紧张关系。微型企业同时面临着合作和竞争的巨大压力。微型企业的合作及其管理尚未得到充分调查，特别是在与多个合作伙伴结盟的情况下。尽管多方合作伙伴的安排很受欢迎，但会产生更多的紧张关系，管理起来也更复杂。采用纵向定性案例研究，重点关注生态旅游部门的微型企业，以了解管理这些紧张关系的机制。结果表明，紧张关系经常扩散到两个以上的合伙人，紧张关系的管理是由小的责任和受影响的公司数量决定的。这些公司在联盟中的经验允许调整机制来管理随着时间的推移的紧张关系。此外，对比现有的断层线观点，本研究表明，建立断层线是一种促进价值创造和联盟寿命的管理机制，但可能通过产生其他紧张关系而产生周期性效应。

引用次数: 0

Digital transformation in the B2B context: A review, theorisation and future perspectives B2B背景下的数字化转型：回顾、理论和未来展望

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-08-01 DOI: 10.1016/j.indmarman.2025.05.008

Yuliia Kyrdoda , Giacomo Marzi , Donata Vianelli

Digital transformation reshapes business models and enhances value delivery, significantly impacting business-to-business (B2B) ecosystems. This study examines this transformation through a network perspective, using the Actor-Resource-Activity (A-R-A) model to explore its implications for B2B environments. Through a Bibliometric-Systematic Literature Review, it synthesizes existing knowledge, identifies key research themes, analyzes their theoretical foundations, and highlights significant findings. The study also introduces a revised A-R-A model to reflect the role of digitalisation in B2B networks. It concludes with future research directions and discusses the theoretical and practical implications.

数字化转型重塑了商业模式，增强了价值交付，对企业对企业（B2B）生态系统产生了重大影响。本研究通过网络视角考察了这种转变，使用参与者-资源-活动（a - r- a）模型来探索其对B2B环境的影响。通过文献计量学-系统文献综述，它综合了现有的知识，确定了关键的研究主题，分析了它们的理论基础，并突出了重要的发现。该研究还引入了一个修订后的a - r - a模型，以反映数字化在B2B网络中的作用。最后对未来的研究方向进行了总结，并讨论了理论和实践意义。

引用次数: 0

The future of B2B trade shows: Drivers of transformation from a process view B2B贸易展览的未来：从过程的角度看转型的驱动因素

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-08-01 DOI: 10.1016/j.indmarman.2025.07.010

Roberto Mora Cortez , Ann Højbjerg Clarke , Per Vagn Freytag

What is the future of trade shows (TSs)? and are TSs becoming more or less important as the business landscape changes? The present study addresses these questions, drawing on 35 in-depth interviews (including attendees', exhibitors', and organizers' managers) and ethnographic observations (e.g., videos, photos, notes) during the 2012–2024 period for a selected TS in the mining industry. From a process view, we observe the role of the different actors and the TS's changing nature. What motivates the participation/action of organizers, exhibitors, and attendees is divergent. For example, organizers perceive a TS as a business generating economic results by orchestrating the connection among multiple actors (e.g., government, universities). At the same time, attendees and exhibitors are specifically interested in socio-technical interaction and market presence to develop or potentially sustain a commercial relationship. On the other hand, we identify three forces driving the transformation of the selected TS: (1) cultural, (2) commercial, and (3) digital. Also, the future of TSs seems uncertain and depends on the degree of involvement of all actors and the implementation of knowledge-generation tasks.

贸易展（TSs）的未来是什么？随着商业环境的变化，TSs是变得更重要了还是更不重要了？本研究解决了这些问题，在2012-2024年期间，对采矿业选定的TS进行了35次深度访谈（包括与会者、参展商和组织者的经理）和人种学观察（如视频、照片、笔记）。从过程的角度来看，我们观察到不同参与者的角色和TS不断变化的性质。组织者、参展商和参会者的参与动机是不同的。例如，组织者将技术服务视为通过协调多个参与者（例如，政府、大学）之间的联系而产生经济结果的业务。同时，与会者和参展商对社会技术互动和市场存在感兴趣，以发展或潜在地维持商业关系。另一方面，我们确定了驱动所选TS转型的三种力量：(1)文化，(2)商业和(3)数字。此外，技术支助系统的未来似乎不确定，取决于所有行动者的参与程度和知识产生任务的执行情况。

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引用次数: 0

2nd Industrial Marketing Management Oceania and Asia Summit 第二届大洋洲及亚洲工业营销管理峰会

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-08-01 DOI: 10.1016/j.indmarman.2025.06.009

Adam Lindgreen

引用次数: 0

What makes local retailers commit to multinational brands: Evidence from multinational brand-retailer dyads in emerging markets 是什么让本地零售商青睐跨国品牌：来自新兴市场跨国品牌零售商的证据

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-08-01 DOI: 10.1016/j.indmarman.2025.06.002

Suraksha Gupta , Chaonan Yan , Yichuan Wang , Minhao Zhang , Sena Ozdemir , Dimitrios N. Koufopoulos

This study advances our understanding of how multinational enterprises (MNEs) can foster local retailer commitment in emerging markets. Using a dyadic dataset of 153 brand-retailer pairs in China's B2B consumer electronics sector, we tested a conceptual framework examining how relationship strength, mutual knowledge acquisition, and knowledge asymmetries affect retailers' commitment to MNE brands. The findings confirm that strong brand-retailer relationships, brand knowledge acquired by retailers, and retailer knowledge acquired by brands all significantly enhance retailer commitment. Furthermore, the results support the moderating role of mutual knowledge exchange and confirm that knowledge asymmetries significantly shape commitment levels: a brand's knowledge advantage increases retailer commitment, while a retailer's knowledge advantage reduces it. This study thus enriches the B2B and international marketing literatures by showing that managing retailer commitment in emerging markets is not just about building strong relationships, but about strategically leveraging and aligning knowledge resources, both symmetrically and asymmetrically, within interdependent channel structures.

这项研究促进了我们对跨国企业（MNEs）如何在新兴市场培养当地零售商承诺的理解。使用中国B2B消费电子行业153对品牌零售商对的二元数据集，我们测试了一个概念框架，研究关系强度、相互知识获取和知识不对称如何影响零售商对跨国品牌的承诺。研究结果证实，强大的品牌-零售商关系、零售商获得的品牌知识和品牌获得的零售商知识都显著提高了零售商的承诺。此外，研究结果支持相互知识交换的调节作用，并证实知识不对称显著影响承诺水平：品牌的知识优势增加零售商的承诺，而零售商的知识优势降低零售商的承诺。因此，本研究丰富了B2B和国际营销文献，表明管理新兴市场的零售商承诺不仅仅是建立牢固的关系，而是在相互依赖的渠道结构中对称和不对称地战略性地利用和调整知识资源。

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引用次数: 0

The emergence, stabilization, and destabilization of resources: Gated reverb and the sound of the 80s 资源的出现、稳定和不稳定：门控混响和80年代的声音

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-08-01 DOI: 10.1016/j.indmarman.2025.07.009

Michael Kleinaltenkamp , Moritz J. Kleinaltenkamp , Kieran D. Tierney

B2B marketing scholarship has begun to question the traditional perspective of resources as stable entities that are ‘out there’ for firms to be acquired, transformed, or leveraged to create value. It has instead begun to adopt a more processual perspective emphasizing resources as situational phenomena that come into existence through their use and may also fade away again. While such a process-relational perspective holds great promise to advance B2B resource thinking, it is still nascent, being marked by lingering conceptual inconsistencies and a relative lack of empirical research. Against this backdrop, our study explores the process of resource emergence, stabilization and destabilization, by drawing on the revelatory case study of the “gated reverb drum sound”, popularly known as “the sound of the 80s”. Using archival and primary data, we develop a process model that shows how resources emerge, gain traction and decline over time by moving through four phases: discovering, prototyping, commodifying, and overusing. We illuminate the material-discursive practices making up these phases, and the resource characteristics they enact at different points in time. Our findings provide a new way of thinking about the lifecycle of resources, and the involvement of humans and non-humans in this process, with significant implications for theory and practice.

B2B营销学者已经开始质疑传统的观点，即资源是稳定的实体，企业可以通过收购、改造或杠杆来创造价值。相反，它开始采用一种更加过程化的观点，强调资源是一种情境现象，通过使用资源而产生，也可能再次消失。虽然这种流程关系视角对推进B2B资源思维有着巨大的希望，但它仍处于萌芽阶段，其特点是概念上的不一致和相对缺乏实证研究。在此背景下，我们的研究通过对“门控混响鼓声”（俗称“80年代之声”）的启发性案例研究，探讨了资源产生、稳定和不稳定的过程。使用档案和原始数据，我们开发了一个过程模型，该模型通过四个阶段：发现、原型、商品化和过度使用来显示资源如何随着时间的推移而出现、获得牵引力和减少。我们阐明了构成这些阶段的物质话语实践，以及它们在不同时间点上制定的资源特征。我们的发现提供了一种思考资源生命周期的新方法，以及人类和非人类在这一过程中的参与，对理论和实践具有重要意义。

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引用次数: 0

IT affordance, organizational learning, business networking and B2B performance: A multi-channel networks perspective IT支持、组织学习、业务网络和B2B绩效：多渠道网络视角

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-08-01 DOI: 10.1016/j.indmarman.2025.08.001

Yiming Yang , Henry F.L. Chung , Jonathan Elms , Phoebe Fletcher

IT affordances are increasingly employed to increase the efficiency and outcome of live streaming e-commerce. Despite this, research on the relationship between IT affordances and Business-to-Business (B2B) performance in Multi-Channel Network (MCN) businesses is still unknown. Our study is one of the pioneering efforts to investigate the integrative effect of dynamic capability (DC) theory and IT affordances in B2B research. By analyzing the experience of 229 MCN organizations in China, our results reveal the positive effect of IT affordances on channel and economic performance. Our research also successfully identifies the contingent role of organizational learning and business networking in the IT affordance-B2B performance dyad. By integrating organizational learning theory and organizational networking theory with DC theory, we provide a comprehensive framework that explains how MCNs can adapt and sustain competitive advantage in B2B live streaming environments. The findings show that business networking and exploratory learning positively enhance the effect of IT affordance strategy on B2B performance, while exploitative learning has a negative contingent effect in an IT affordance-B2B framework. These findings offer both theoretical contributions and practical implications, guiding MCN managers in leveraging IT affordances for sustained growth and competitive advantage.

越来越多地使用IT设施来提高实时流媒体电子商务的效率和效果。尽管如此，在多渠道网络（MCN）业务中，关于IT能力与企业对企业（B2B）绩效之间关系的研究仍然未知。我们的研究是在B2B研究中探索动态能力理论与信息技术支持的整合效应的先驱之一。通过分析中国229家MCN组织的经验，我们的研究结果揭示了IT支持对渠道和经济绩效的积极影响。我们的研究还成功地确定了组织学习和业务网络在IT可视性- b2b绩效二元关系中的偶然作用。通过将组织学习理论和组织网络理论与数据中心理论相结合，我们提供了一个全面的框架来解释mcn如何在B2B直播环境中适应和保持竞争优势。研究发现，业务网络和探索性学习对IT服务策略对企业B2B绩效的影响呈正向增强，而利用性学习对IT服务策略对企业B2B绩效的影响呈负向偶然性。这些发现提供了理论贡献和实践意义，指导MCN管理者利用IT能力实现持续增长和竞争优势。

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引用次数: 0

Ecosystem development as a strategy for defensive nonmarket shaping 生态系统发展作为防御性非市场塑造的策略

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-07-29 DOI: 10.1016/j.indmarman.2025.07.007

Sergei Mozheiko , Kristian J. Sund , Johannes Kabderian Dreyer

We contribute to the literature on defensive market shaping, nonmarket strategy, and ecosystem orchestration, by exploring the case of an incumbent multinational corporation in the building industry that has successfully influenced regulations to safeguard its market position. We show that business ecosystems can be developed as a result of lead firms' nonmarket concerns rather than by immediate market objectives, something which has not previously been documented. We inductively develop a series of propositions to illustrate how lead firms govern such ecosystems, what motivates ecosystem membership, how value is created and appropriated in the ecosystem, and what perceived challenges are faced by members. We show that the scale and diversity of ecosystem actors empower firms to successfully lobby policymakers and influence industry standards. We also find that while open standards are associated with higher dissemination and market-oriented value creation in the ecosystem, they make value appropriation more difficult for individual members. Furthermore, greater diversity leads to greater differentiation of goals and activities within the ecosystem. Perceived ecosystem value therefore also depends on efficient integration and the provision of shared resources and the salience of nonmarket issues. This creates a need for efficient ecosystem governance and orchestration, but a democratized central ecosystem governance may lead to bottlenecks and slower decision-making.

我们通过探讨建筑行业中一家成功影响法规以维护其市场地位的现有跨国公司的案例，为防御性市场塑造、非市场战略和生态系统协调方面的文献做出贡献。我们表明，商业生态系统可以作为主导企业非市场关注的结果而不是直接市场目标的结果而发展，这一点以前没有记录过。我们归纳地提出了一系列命题，以说明领导公司如何管理这样的生态系统，是什么激励生态系统成员，生态系统中价值是如何创造和占有的，以及成员面临的感知挑战。我们表明，生态系统参与者的规模和多样性使公司能够成功地游说政策制定者并影响行业标准。我们还发现，虽然开放标准与生态系统中更高的传播和以市场为导向的价值创造有关，但它们使个体成员的价值挪用更加困难。此外，更大的多样性导致生态系统内目标和活动的更大差异。因此，感知到的生态系统价值也取决于有效的整合和共享资源的提供以及非市场问题的突出性。这就产生了对高效生态系统治理和协调的需求，但民主化的中央生态系统治理可能会导致瓶颈和更慢的决策。

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引用次数: 0

Challenges of the digital landscape: An investigation into the influence of technology and information systems on financial performance of B2B key account managers 数字环境的挑战：技术和信息系统对B2B大客户经理财务绩效影响的调查

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-07-29 DOI: 10.1016/j.indmarman.2025.07.008

Pedro Mendonça Silva

Digital transformation redefines the role of Key Account Managers, necessitating swift adaptation to the requirements of data management and information analysis, alongside traditional sales skills. This study aims to clarify some challenges required by digitalization based on survey data from 248 Key Account Managers responses in a B2B context. The findings reveal that the adoption of sales technology and the use of information systems in Key Account Managers functions are positively correlated with better financial performance. Information systems play a mediating role in this relationship. Modern Key Account Managers must extend beyond the exclusive utilization of sales technology. The current context implies an evolution of the Key Account Manager B2B job, incorporating “customer data management” as a new function, and making the use of information systems an essential and integrated activity for the success of the Key Account Managers. This study proposes the Informational Advantage Theory, showing how integrating sales technology with information systems boosts KAM performance by turning data into insights, highlighting their capacity as data-driven strategists.

In addition, this study provides a discussion on the control variables (gender, age, experience, education, company size and export level) on Key Account Managers performance, as well as suggestions for future research.

数字化转型重新定义了大客户经理的角色，需要快速适应数据管理和信息分析的要求，以及传统的销售技能。本研究旨在根据B2B背景下248位大客户经理的调查数据，阐明数字化所需要的一些挑战。研究结果表明，在大客户经理职能中采用销售技术和使用信息系统与更好的财务绩效呈正相关。信息系统在这种关系中起着中介作用。现代大客户经理必须超越对销售技术的独家利用。当前的环境意味着大客户经理B2B工作的演变，将“客户数据管理”作为一项新功能纳入其中，并使信息系统的使用成为大客户经理成功的基本和集成活动。本研究提出了信息优势理论，展示了将销售技术与信息系统相结合如何通过将数据转化为洞察力来提高KAM的绩效，突出了他们作为数据驱动型战略家的能力。此外，本研究还讨论了影响大客户经理绩效的控制变量（性别、年龄、经验、教育程度、公司规模和出口水平），以及对未来研究的建议。

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引用次数: 0

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