Industrial Marketing Management最新文献

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Artificial intelligence-driven digital servitization: The importance of platform characteristics and firm-level factors 人工智能驱动的数字化服务化：平台特征和企业层面因素的重要性

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-10-01 Epub Date: 2025-09-03 DOI: 10.1016/j.indmarman.2025.08.007

Minna Saunila, Tero Rantala, Juhani Ukko

This study explores the connection between artificial intelligence (AI) platform characteristics and digital servitization. The study further investigates how firm-related factors influence this connection. The AI platforms that firms utilize are industrial digital platforms that employ AI-based tools to support their operations. Digital servitization has become a common transformation in several industries collaborating with platforms and seeking ways to establish ecosystems. AI provides substantial opportunities for digital servitization to create revenue streams and improve performance by reducing costs and enhancing customer outcomes. However, the underlying characteristics of the AI platforms that support firms' digital servitization have seldom been explored among small and medium-sized enterprises (SMEs). Based on survey data collected from 179 SMEs, this study conceptualizes five characteristics as drivers of AI platform utilization and investigates their impact on digital servitization using multiple regression analyses. First, this study develops an AI platform characteristic construct. Second, the study builds a theoretical framework showing which AI platform characteristics leverage digital servitization. Ultimately, this research contributes to the understanding of the connections between AI platform characteristics and digital servitization.

本研究探讨人工智能（AI）平台特征与数字化服务化之间的关系。该研究进一步探讨了企业相关因素如何影响这种联系。企业使用的人工智能平台是采用基于人工智能的工具来支持其运营的工业数字平台。数字化服务化已经成为许多行业与平台合作并寻求建立生态系统的共同转型。人工智能为数字服务化提供了大量机会，通过降低成本和提高客户成果来创造收入流和提高绩效。然而，支持企业数字化服务化的人工智能平台的潜在特征很少在中小企业中进行探索。基于179家中小企业的调查数据，本研究定义了人工智能平台利用的五个驱动因素，并使用多元回归分析调查了它们对数字化服务化的影响。首先，本研究开发了人工智能平台特征构建。其次，构建了一个理论框架，展示了哪些人工智能平台特征利用了数字服务化。最终，本研究有助于理解人工智能平台特征与数字化服务化之间的联系。

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引用次数: 0

Risky business or strategic advantage? The varying effects of vertical coopetition on firm risk 风险生意还是战略优势？垂直竞争对企业风险的不同影响

IF 7.8 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-08-01 Epub Date: 2025-07-24 DOI: 10.1016/j.indmarman.2025.07.002

Wenbin Sun , Rahul Govind , Mahabubur Rahman

This study explores the under-researched area of vertical coopetition in business-to-business markets. Drawing on the resource-based view of the firm and signaling theory, we develop a conceptual model linking vertical coopetition to a supplier firm's systematic risk (SR) and idiosyncratic risk (IR) profile and incorporating coopetition-specific attributes as the boundary conditions. Using a dataset of over 20,000 observations from more than 4000 firms spanning 29 years, employing a novel measure of vertical coopetition and a robust analytical method, we document that vertical coopetition with customers reduces a firm's SR. Additionally, we uncover an inverted U-shaped relationship between vertical coopetition and IR, suggesting that moderate levels of coopetition heighten firm-specific risks due to competitive tensions, while higher levels mitigate risk through improved resource coordination. We also identify that the length of the coopetitive relationship amplifies the risk-reducing effects on SR. In contrast, competition intensity within the relationship increases SR but has a non-monotonic effect on IR. The support for the results is further validated with several additional measures of the key variables, ensuring the robustness of our results. These insights contribute to the theoretical understanding of vertical coopetition and offer practical implications for B2B managers in strategic risk management, emphasizing the importance of balancing cooperation and competition to achieve long-term stability and competitive advantage.

本研究探讨了企业对企业市场中垂直竞争的研究不足的领域。利用企业资源基础观点和信号理论，我们建立了一个概念模型，将垂直合作与供应商企业的系统风险（SR）和特质风险（IR）概况联系起来，并将合作特定属性作为边界条件。利用来自4000多家公司的超过20,000个观察数据集，跨越29年，我们采用了一种新的垂直合作测量方法和一种强大的分析方法，我们证明了与客户的垂直合作降低了公司的sr。此外，我们发现垂直合作与IR之间存在倒u型关系，这表明由于竞争紧张，适度的合作水平会增加公司的特定风险。而更高的级别通过改进资源协调来减轻风险。我们还发现，竞争关系的长度放大了风险降低对SR的影响。相反，关系内的竞争强度增加了SR，但对IR具有非单调效应。对结果的支持进一步验证了几个额外的关键变量的测量，确保我们的结果的稳健性。这些见解有助于对垂直合作的理论理解，并为B2B管理者在战略风险管理中提供实践启示，强调平衡合作与竞争对于实现长期稳定和竞争优势的重要性。

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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 Epub Date: 2025-08-14 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

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 : 2025-08-01 Epub 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

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 Epub Date: 2025-07-31 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

Interorganizational preparedness in business-to-business relationships 企业对企业关系中的组织间准备

IF 7.8 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-08-01 Epub Date: 2025-07-28 DOI: 10.1016/j.indmarman.2025.07.006

Michael Kleinaltenkamp , Carsten Lund Pedersen , Thomas Ritter

In recent years, business-to-business firms have experienced increasing uncertainty, disruptive events, and major crises that have challenged their businesses. While these developments have triggered a focus on firms' preparedness to handle uncertainty, surprisingly little has been said about preparedness in an interorganizational context. This oversight is noteworthy, as interorganizational contexts are not only the dominant settings within business markets but also key drivers of the development of resilience and responsiveness. This conceptual paper outlines the concept of preparedness in business-to-business relationships and suggests a research agenda for interorganizational preparedness—an important concept in a fast-changing and uncertain business environment.

近年来，b2b公司经历了越来越多的不确定性、破坏性事件和重大危机，这些都对他们的业务构成了挑战。虽然这些发展引发了人们对企业应对不确定性的准备的关注，但令人惊讶的是，关于组织间准备的讨论却很少。这种疏忽是值得注意的，因为组织间环境不仅是商业市场中的主导环境，也是弹性和响应性发展的关键驱动因素。这篇概念性论文概述了企业对企业关系中的准备概念，并提出了组织间准备的研究议程——这是快速变化和不确定的商业环境中的一个重要概念。

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 : 2025-08-01 Epub 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

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 Epub Date: 2025-07-30 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

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 Epub Date: 2025-07-07 DOI: 10.1016/j.indmarman.2025.06.009

Adam Lindgreen

引用次数: 0

Assessing value-in-use management from the customers' perspective 从客户的角度评估使用价值管理

IF 7.8 1区管理学 Q1 BUSINESS

Industrial Marketing Management

Pub Date : 2025-08-01 Epub Date: 2025-07-24 DOI: 10.1016/j.indmarman.2025.07.003

Katharina Prohl-Schwenke, Michael Kleinaltenkamp, Andreas Eggert

Suppliers of complex market offerings increasingly establish value-in-use management (VIUM) structures and processes to monitor and enhance the experienced value in use of their customers throughout the entire lifecycle of their offerings. Based on an exploration and a validation sample, this research develops and validates a measurement model for assessing VIUM implementation in B2B customer–supplier relationships. The exploration study focuses on the conceptual development, operationalization, and initial testing of a VIUM implementation index that captures the extent of suppliers' VIUM activities as perceived by their customers. The validation study assesses the index's criterion validity by analyzing its correlations with adjacent constructs, such as relationship value, relationship quality, and customers' intention to expand business with the supplier. The findings from both studies suggest an important role of VIUM in strengthening customer–supplier relationships. The newly developed VIUM implementation index serves as a valuable benchmarking tool for suppliers and offers actionable insights for customer segmentation and resource allocation, ultimately helping suppliers to improve their VIUM effectiveness.

复杂市场产品的供应商越来越多地建立使用价值管理（VIUM）结构和流程，以监控和提高客户在其产品的整个生命周期中的使用经验价值。基于探索和验证样本，本研究开发并验证了用于评估B2B客户-供应商关系中VIUM实施的测量模型。探索性研究的重点是VIUM实施指数的概念开发、操作化和初步测试，该指数捕捉了供应商客户所感知的VIUM活动的程度。验证研究通过分析其与相邻结构（如关系价值、关系质量和客户与供应商扩大业务的意图）的相关性来评估该指数的标准效度。两项研究的结果都表明，VIUM在加强客户-供应商关系方面发挥了重要作用。新开发的VIUM实施指数为供应商提供了有价值的基准工具，并为客户细分和资源分配提供了可操作的见解，最终帮助供应商提高VIUM的有效性。

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引用次数: 0

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