Search results for "industrial marketing"

Marketing communication in Finnish industrial companies

2010

Marketing communication has a significant role for profitable businesses in industrial markets, and its role is only expected to rise in the future. Especially, integrated marketing communication (IMC) and customer-oriented approach are universally regarded fundamental developments in the field of marketing. Secondly, Finnish companies’ marketing competences are commonly considered insufficient in general. The purpose of this study was to describe how Finnish industrial companies execute their marketing communication. In addition, the study examines the marketing communication’s strengths, weaknesses, opportunities, threats, and targets for development; how different marketing communication…

CRM in the digital age: implementation of CRM in three contemporary B2B firms

2015

Purpose – The purpose of this study was to contribute to the current discussion on digitization in companies’ marketing from a customer relationship management (CRM) perspective by examining the role and objectives of CRM and the exploitation of social media to serve the objectives of CRM in contemporary business-to-business (B2B) companies. Design/methodology/approach – The data are collected through semi-structured themed interviews with key marketing/sales managers from three B2B firms. Findings – CRM seems to be moving closer to the company’s core activity and becoming everybody’s business to a greater extent than ever before, but its main goal, to enhance customer relationships, will …

The role of digital channels in industrial marketing communications

2015

Purpose – The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industrial firms. Design/methodology/approach – An empirical multiple case study conducted among six industrial firms examines the current state of digital marketing communications (DMC). Findings – The study gleans three research insights. First, although DMC is one of the most important industrial marketing communication tools, firms have not yet used it to its full potential. Second, firms use DMC to enhance customer relationship c…

Digital communications in industrial marketing

2015

Contractual Satisfaction: The Polish and Tanzanian Perspectives

2013

Purpose: Interfirm satisfaction has been studied at the aggregate level, which has limited use in terms of understanding specific dimensions. Contractual satisfaction relates to the specific level of analyzing interfirm satisfaction. This study contributes towards understanding contractual satisfaction and the contextual nature of the concept. To achieve the latter, two heterogeneous emerging markets were used (Poland and Tanzania). Methodology: The study was conducted in Poland and Tanzania, focusing on manufacturing firms. The sample included 201 Polish firms and 240 Tanzanian firms. Findings: The major findings suggest that ex ante costs and ex post specifications have a significant posi…

Innovative strategic relationships among sustainable start-ups

2021

Abstract This short note introduces the Industrial Marketing Management special issue entitled “Innovative strategic relationships among sustainable start-ups”. After reviewing the key concepts and recent studies on the interrelationships between sustainability, innovation, and entrepreneurship, the seven papers that make up the special issue are placed within a macro-meso-micro framework to analyze how innovation can contribute to the transition toward sustainability. The methodological approaches and results of these seven studies are briefly summarized and their main implications highlighted. To conclude, paths for future research are suggested. These paths provide opportunities to advan…

The effect of marketing communication on business relationship loyalty

2017

Purpose The purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications and relationship marketing. This study tests how various marketing communication channels and communication quality increase the transformation of customer-perceived value into customer loyalty. Design/methodology/approach The theoretical framework consists of links between customer-perceived value, marketing communication quality, channel effectiveness, and customer loyalty. The age of the business relationship is also taken into consideration. Empirical testing is based on global survey data (n=121) col…

Environmental values in industrial marketing relationships

2017

Concern for the natural environment has become an issue that virtually all companies have to address. Literature suggests that an environmentally oriented marketing strategy, such as an environmental brand image, yields competitive advantage for the supplier in the form of improved customer outcomes and financial performance. At the same time, key barriers to environmental purchasing are found to be related to higher perceived cost and lack of environmental interest among purchasing professionals. In addition, research has repeatedly revealed a gap between customers’ environmental values and attitudes and their manifestation in purchasing behavior. This dissertation contributes to the inter…