Purpose: This paper aims to explore the possible scenarios after a failed reverse auction to continue a current buyer–seller relationship. Design/methodology/approach: The authors developed a further understanding of reverse auctions through the examination of a longitudinal case study in the...

Purpose: The purpose of this study is to examine predicted business-to-business (B2B) marketing capabilities for the next three to five years by companies in advanced, emerging and developing economies. Findings: The authors identify the prevalent marketing capabilities in industrial companies...

Purpose: The purpose of this paper is to contribute to the elevation of the business-to-business (B2B) marketing field at the business school level. Design/methodology/approach: The study follows a Delphi method. The authors conducted two rounds of discovery to answer: why do you think...

Purpose: Marketing literature, while acknowledging the relevance of organizational learning for a better market understanding, has shown remarkably little effort to develop a framework for organizational wisdom (OW). A learning organization becomes wiser through time. Knowledge acquisition and...

Purpose: This paper aims to evaluate the behavior of micro and macro business networks in a trade show context. The following questions are addressed: How do business networks impact organizational learning at trade shows? Can relational ties between networks influence organizational learning?...