دانلود رایگان مقاله انگلیسی بازاریابی جهانی در زمینه های تجارت به تجارت: پیشرفت ها و فرصت ها - الزویر 2018

ABSTRACT

This article introduces the special issue on global marketing in business-to-business contexts. The aim is to advance knowledge on the subject that can stimulate further research in this important and emerging area of industrial marketing. The twelve contributions selected for this special issue bring together high quality contemporary research that address challenges and recent developments. The articles specifically offer unique insights that progress understanding in the area, provide interesting managerial implications, and present intriguing opportunities for future researchers. These contributions reflect the variety of current work in global marketing in the business-to-business context. While most of the contributions in this special issue focus on the development and deployment of unique resources and capabilities to enhance international competitiveness and performance success, insights are also offered on international relationships and/or relationship marketing within the business-to-business context, country of origin effects, and knowledge transfer between international partners in subsidiaries. The article concludes with a summary of important avenues for further research.

3. Future directions

Taken together, the contributions to this special issue provide a selection of contextually, methodologically, and theoretically diverse insights which, as a whole, offer a strong basis for developing and rethinking the way marketing is approached and managed among international business-to-business organizations. The included articles may also provide some much needed incitements to move the field forward in new and interesting directions.

The special issue establishes that relevant and rigorous research is critical for the advancement of practice and theory in the context of highly complex international business-to-business environments. The current contributions make important and timely advancements in this direction by providing a solid basis for extending international business-to-business marketing research that has both relevance and rigor. Indeed, despite the apparent growing body of knowledge in this context, the combined contributions to this special issue reveals that much still needs to be done to, for instance, enhance our understanding of what resources and capabilities are needed to boost international business-to-business performance, and what international marketers should be doing when optimizing international business-to-business relationships to create value.