5 research outputs found
Business-to-business marketing and globalization: two of a kind
Abstract
Purpose â The aim of the âviewpointâ part of this paper is to enhance discussion on the challenges
global business-to-business (B2B) marketing is facing. More specifically, academics are stimulated to
study the impact of these trends on the internationalization of B2B companies. Managers are urged to
engage in open strategy conversations on the consequent opportunities and threats for their global
market strategy. Further, this paper acts as a âGuest editorialâ for a special issue on B2B and
international business.
Design/methodology/approach â The paper is based on a literature screening of key contributions
highlighting B2B marketing trends on the one hand and theoretical underpinnings of IB on the other.
Starting from a practitioner perspective, the paper gradually introduces a discussion on the potential
theoretical implications and on cross-fertilization possibilities when merging recent developments in
B2B with theory and concepts from international business.
Findings â B2B and IB go hand in hand and the actual challenges that business marketers encounter
require critical revisions of core concepts and foundations of internationalization theories.
Research limitations/implications â The paper identifies trends based on secondary data. They
are exemplary and not exhaustive. Future research will have to empirically âtestâ these assertions.
Practical implications â As a result of this paper, practitioners might question their
internationalization or globalization approach.
Originality/value â The value of the first part of the paper lies in the intended stimulus of academic
and practitioner discussion. The second part draws attention on the special issue papers and their
main messages