Purpose The purpose of this study is to explore organizational social media capability in business-to-business (B2B) marketing, by focusing on what social media capability is in a B2B marketing context and how it is developed in firms engaged in B2B marketing. Design/methodology/approach This is...

Purpose – The purpose of this study is to develop a value-creation measurement which is applicable to the supplier–overseas distributor relationship. As cross-border cooperation is increasingly important, there is yet no appropriate scale to measure the relationship value between the...

Purpose – Innovations in business-to-business markets often result from co-development activities between multiple actors, all of which have their own goals for the collaboration. The purpose of this paper is to study how the actors’ divergent goals reflect on their perceptions of the...

Purpose – The purpose of this paper is to quantify the monetary amount of relationship investment in an investment banking context, investigate the drivers behind these relationship investments and look for evidence indicating reciprocity from the clients who receive these relationship...

Purpose This paper aims to explore whether consumer goods brands (CGBs) have more brand equity than exclusively professional brands (EPBs) do in the context of the industrial detergents market. Design/methodology/approach The author conducted direct customer interviews at the outlets of two...

Purpose While trade shows remain an important customer relationship management (CRM) tool, recent advancements in information technology (IT) have raised concerns about the future of trade shows. This study aims to examine the antecedents and consequences of IT integration into trade shows....

Purpose – The aim of this paper is to explore the role of actors’ heterogeneity and the context of interaction on collective innovation. Design/methodology/approach – By using the six sources of heterogeneity identified by Corsaro et al. (2012) – goals, competences and skills, knowledge...

Purpose The purpose of this paper is to gain knowledge on the impact of customer integration on the new product development of chemical companies in growing markets. The literature affirms the value of customer integration in the new product development, but it is relatively silent on the...

To date, research on sponsorship in general, and sport sponsorship in particular, has focused on sponsorship effects (Business-to-Consumer) and the managerial uses of sponsorship. This paper addresses a gap in the sport sponsorship literature by examining sport sponsorship from a...

Purpose – The purpose of this paper is to investigate the factors that underpin brand switching of medical imaging products by mass-market users. Most of the literature on brand switching is focused on competitive market products, for which switching costs are manageable. However, little...