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Digital Media as a Game-Changer in B2B buyer-vendor relationships

Journal of Sustainable Business and Economics 2022年第3期5卷 27-43页

作者： Werner Krings Roger Palmer Michael J Harrison Alessandro Inversini Department of Marketing College of BusinessFramingham State UniversityFraminghamMA 01701USA Henley Business School University of ReadingGreenlandsAdvising Faculty of the Doctoral Program Marketing&ReputationHenley-on-ThamesOxfordshire RG93AUUK Ecole hôtelière de Lausanne HES-SOUniversity of Applied Sciences and Arts Western SwitzerlandRoute de Cojonnex 181000 Lausanne 25Switzerland

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.

关键词： Digital/social media Business-to-Business buyer-vendor relationships Marketing&Sales alignment Business performance

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