Digital Media as a Game-Changer in B2B Buyer-Vendor Relationships
作者机构：Department of MarketingCollege of BusinessFramingham State UniversityFraminghamMA 01701USA Henley Business SchoolUniversity of ReadingGreenlandsAdvising Faculty of the Doctoral Program Marketing&ReputationHenley-on-ThamesOxfordshire RG93AUUK Ecole hôtelière de LausanneHES-SOUniversity of Applied Sciences and Arts Western SwitzerlandRoute de Cojonnex 181000 Lausanne 25Switzerland
出 版 物：《Journal of Sustainable Business and Economics》 (可持续商业和经济（英文）)
年 卷 期：2022年第5卷第3期
页 面：27-43页
学科分类：0202[经济学-应用经济学] 02[经济学] 020205[经济学-产业经济学]
主 题：Digital/social media Business-to-Business Buyer-Vendor relationships Marketing&Sales alignment Business performance
摘 要：Purpose:The article examines the role of digital and,in particular,social media in business-to-business marketing in the international software *** authors responded to calls for empirical research on how these media impact buyer-vendor relationships and the conjunction of the marketing and sales processes,particularly the distribution of complex software *** paper develops a digital framework and discusses the managerial ***/methodology/approach:The model arises by merging themes derived from literature,experts,and job *** Methods included conducting semi-structured interviews across marketing,business development,and sales executives from buyers,vendors,and third parties of various industries,supplemented by a survey of 530+***:Multinational companies secure competitive advantage through agile business processes to improve buyer-vendor relationships in the digital *** media enable vendors to interact continuously with buyers,gather intelligence,and foster mutually beneficial,trustworthy,long-term *** objective is to prompt transactions and secure revenue *** limitations/implications:The outcomes of this research center on North America,Western Europe(including the UK),and DACH(Germany-Austria-Switzerland),affecting the ***/value:The research is novel and bridges several gaps concerning industrial relationships in digitalization:it merges buyer,vendor,and third-party’s perspectives on an international *** provides deeper insights into existing and new relationships by identifying relevant digital/social media platforms,the underlying usage motivation,and fundamental B2B ***,it equips practitioners with metrics to improve performance.
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