Handbook of Business-to-Business Marketing
Show Less

Handbook of Business-to-Business Marketing

Edited by Gary L. Lilien and Rajdeep Grewal

This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It supplies an overview and pioneers new ideas relating to the activity of building mutually value-generating relationships between organizations – from businesses to government agencies to not-for-profit organizations – and the many individuals within them.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 34: Designing B2B Markets

Ernan Haruvy and Sandy Jap


Ernan Haruvy and Sandy Jap In 2009, the Global 2000 firms earned revenues of more than $32 trillion and spent $11.8 trillion with 134 500 trading partners on average (Forbes.com 2010). A central goal in the research on business markets is to improve the efficiency and effectiveness of these transactions. Substantial literature in marketing considers organizational exchange issues from a variety of perspectives. A special issue of Marketing Letters summarizes the knowledge to date and highlights opportunities for research on various issues ranging from analytical and empirical models of manufacturer–retailer interactions and promotional strategies (Ailawadi et al. 2010, Coughlan et al. 2010), to sales force incentives (Mantrala et al. 2010) and design (Bradford et al. 2010), to B2B marketing and new product management (Lilien et al. 2010), to channel design issues (Sa Vinhas et al. 2010) and governance (Rindfleisch et al. 2010). Another important area of inter-organizational exchange includes negotiation strategies and their outcomes (Ganesan 1993; Srivastava and Chakravarti 2009). These research streams implicitly approach the dyad (buyer–seller or manufacturer– retailer or reseller) as the relevant unit of analysis. However, there is also growing recognition that organizational exchange performance is at least in part determined by factors external to the dyad; much of this work is rooted in social network theory and the impact of network properties on exchange (Houston et al. 2004; Van den Bulte and Wuyts 2007; Wuyts and Geyskens 2005; Wuyts et al. 2004). In this chapter we broaden the unit of analysis even further...

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information

or login to access all content.