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: Recent research places an increased emphasis on the inclusion of the customer in value creation, learning and innovation processes; yet, there remains a gap in the understanding of just how such customer involvement may work. This paper aims to address this gap by examining two aspects...

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: Organizational buying behavior has often been treated as a rational activity, even though humans are involved in the decision-making. Human decision-making often includes a complex cadre of emotions and rationalizations. Subsequently, organizational buyers may not only be driven by...

Purpose: The purpose of this paper is to discuss the potential of Internet of Things (IoT) to affect organizational buying behavior. Potential impacts on organizational communication, buying center structure and processes and privacy and security issues are discussed....

Purpose: The purpose of this study is to investigate conceptually the relationship between the customer’s engagement and equity and to determine whether customer engagement could be positively enhanced by business-to-business (B2B) firms to maximize their customer equity, through examining...

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...

There are usually no shortages of predictions of what the future will be like. In fact life would be impossible without them. We predict that tomorrow will be similar to today and that our students or customers will still need what we have to offer. That our car will start or the bus will be...

Purpose: This paper aims to discuss the concepts of co-creation and value-in-use with a specific focus on big data technology in agriculture. The authors provide a unique narrative of how farmers experience co-creation and value-in-use in monetary and non-monetary forms....

Purpose: Using multi-wave survey data, the authors quantified the financial impact of a sponsorship. The purpose of this paper is to predict the number of new buyers based upon changed brand attitudes, consistent with a hierarchy of effects model. The authors then established the financial...