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Business-to-Business Buying: Challenges and Opportunities

Author

Listed:
  • Rajdeep Grewal
  • Gary Lilien
  • Sundar Bharadwaj
  • Pranav Jindal
  • Ujwal Kayande
  • Robert Lusch
  • Murali Mantrala
  • Robert Palmatier
  • Aric Rindfleisch
  • Lisa Scheer
  • Robert Spekman
  • Shrihari Sridhar

Abstract

In this article, we lay out the challenges and research opportunities associated with business-to-business (B2B) buying. These challenges and opportunities reflect four aspects of B2B buying that the Institute for the Study of Business Markets (ISBM: www.isbm.org ) has identified through a Delphi-like process: (1) the changing landscape of B2B buying, (2) the increasing sophistication of sellers, (3) the impact of technological changes, and (4) the increasing importance and growth of emerging markets. For each of these four areas, we identify the relevant background, key issues, and pertinent research agendas. Copyright Springer Science+Business Media New York 2015

Suggested Citation

  • Rajdeep Grewal & Gary Lilien & Sundar Bharadwaj & Pranav Jindal & Ujwal Kayande & Robert Lusch & Murali Mantrala & Robert Palmatier & Aric Rindfleisch & Lisa Scheer & Robert Spekman & Shrihari Sridhar, 2015. "Business-to-Business Buying: Challenges and Opportunities," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(3), pages 193-208, September.
    • Handle: RePEc:spr:custns:v:2:y:2015:i:3:p:193-208
    DOI: 10.1007/s40547-015-0040-5
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    Cited by:

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    2. Valerie Good & Douglas E. Hughes & Ahmet H. Kirca & Sean McGrath, 2022. "A self-determination theory-based meta-analysis on the differential effects of intrinsic and extrinsic motivation on salesperson performance," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 586-614, May.
    3. Yael Karlinsky-Shichor & Oded Netzer, 2024. "Automating the B2B Salesperson Pricing Decisions: A Human-Machine Hybrid Approach," Marketing Science, INFORMS, vol. 43(1), pages 138-157, January.
    4. Markus Mayer & Markus Voeth, 2022. "Improving negotiation success in B2B sales organizations: is structured negotiation management a success factor?," Journal of Business Economics, Springer, vol. 92(2), pages 163-196, February.
    5. Mullins, Ryan & Swain, Scott & Friend, Scott B., 2023. "How and should firms motivate salesperson effort across a Multi-Brand Portfolio?," Journal of Business Research, Elsevier, vol. 158(C).
    6. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris & Pereira, Vijay, 2022. "Examining the industrial buying behavior in Indian market: From behavior and cultural perspective for B2B buyers and suppliers," Journal of Business Research, Elsevier, vol. 151(C), pages 86-99.
    7. Gustafson, Brandon M. & Pomirleanu, Nadia & John Mariadoss, Babu & Johnson, Jean L., 2021. "The social buyer: A framework for the dynamic role of social media in organizational buying," Journal of Business Research, Elsevier, vol. 125(C), pages 806-814.
    8. D. Eric Boyd & F. Javier Sese & Sebastian Tillmanns, 2023. "The design of B2B customer references: A signaling theory perspective," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 658-674, May.
    9. Valter Afonso Vieira & Marcos Inácio Severo Almeida & Raj Agnihotri & Nôga Simões De Arruda Corrêa Silva & S. Arunachalam, 2019. "In pursuit of an effective B2B digital marketing strategy in an emerging market," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1085-1108, November.
    10. Justin M. Lawrence & Andrew T. Crecelius & Lisa K. Scheer & Son K. Lam, 2019. "When it pays to have a friend on the inside: contingent effects of buyer advocacy on B2B suppliers," Journal of the Academy of Marketing Science, Springer, vol. 47(5), pages 837-857, September.
    11. John Roberts & Ujwal Kayande & Rajendra K. Srivastava, 2015. "What’s Different About Emerging Markets, and What Does it Mean for Theory and Practice?," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(4), pages 245-250, December.
    12. Mahmood Al-Bashayreh & Dmaithan Almajali & Manaf Al-Okaily & Ra’ed Masa’deh & Ahmad Samed Al-Adwan, 2022. "Evaluating Electronic Customer Relationship Management System Success: The Mediating Role of Customer Satisfaction," Sustainability, MDPI, vol. 14(19), pages 1-23, September.
    13. Cem Ozturk, O. & Karabatı, Selçuk, 2017. "A decision support framework for evaluating revenue performance in sequential purchase contexts," European Journal of Operational Research, Elsevier, vol. 263(3), pages 922-934.
    14. Andrew T. Crecelius & Justin M. Lawrence & Ju-Yeon Lee & Son K. Lam & Lisa K. Scheer, 2019. "Effects of channel members’ customer-centric structures on supplier performance," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 56-75, January.
    15. Colleen E. McClure & Justin M. Lawrence & Todd J. Arnold & Lisa K. Scheer, 2023. "The opportunities and costs of highly involved organizational buyers," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 480-501, March.
    16. Stefan Worm & Sundar G. Bharadwaj & Wolfgang Ulaga & Werner J. Reinartz, 2017. "When and why do customer solutions pay off in business markets?," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 490-512, July.
    17. Lilien, Gary L., 2016. "The B2B Knowledge Gap," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 543-556.
    18. Henn, Nicolas & Lohwasser, Todor S., 2020. "The advances of community cloud computing in the business-to-business buying process," Discussion Papers of the Institute for Organisational Economics 6/2020, University of Münster, Institute for Organisational Economics.
    19. Pyper, Keith & Marie Doherty, Anne & Gounaris, Spiros & Wilson, Alan, 2022. "A contingency-based approach to the nexus between international strategic brand management and export performance," Journal of Business Research, Elsevier, vol. 148(C), pages 472-488.
    20. Navid Mojir & K. Sudhir, 2021. "A Structural Model of Organizational Buying for B2B Markets: Innovation Adoption with Share of Wallet Contracts," Cowles Foundation Discussion Papers 2315, Cowles Foundation for Research in Economics, Yale University.
    21. Prior, Daniel D. & Keränen, Joona, 2020. "Revisiting contemporary issues in B2B marketing: It's not just about artificial intelligence," Australasian marketing journal, Elsevier, vol. 28(2), pages 83-89.

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