The goal is to suggest propositions, frameworks, and directions for future practice and research. The results support that manufacturers’ IT resources enable them to enhance NPD activities effectively with their suppliers, and that NPD activities play a key role in moderating the relationship between IT-based supply chains and new product performance. The 2020 Chief Marketer B2B Marketing Outlook Survey highlights that B2B marketers are using email, search engine results, and content marketing to find leads with the highest ROI. In this new approach, the marketing function must be reconstructed to facilitate electronic commerce in the emerging electronic society underlying the Web. The authors discuss the different opportunities and chal-lenges that the Internet … “During most crises, marketing teams are the first to go, but this crisis is different. Many marketers are … Explore the behaviors of B2b suppliers in using the Internet to support their commercial activities. In this study, after briefly explaining the definition of globalization, the concepts of the development of information communication technologies and the popularization of the Internet are examined in detail and the role of the developments in information technologies on the changing marketing activities has been investigated. A recent survey, conducted by Handshake, found more than 79 percent of companies providing B2B sales already have customers clamoring for online ordering. How COVID-19 is Impacting B2B Marketing 4 Ultimately, B2B entities … Findings They do this with very strong participation from young people who look up information on the Internet. How is the mix of marketing investments across multiple sales channels including web-based and sales rep-based channels as well as call-centers changing? Extending TAM and IDT to Predict the Adoption of the Internet for B-to-B Marketing Activities, Exploring the Mediating Role of Interactivity Between Content Engagement and Business Performance in a Mobile-Marketing Strategy: A Quantitative Research in a Business-to-Business Context, Strategizing SCM-M Interface Using DeLone and McLean Model of IS Success and Fuzzy Cognitive Maps: Perspectives on E-Commerce Success, Effects of IT-based supply chains on new product development activities and the performance of computer and communication electronics manufacturers, Identifying Popular Online News: An Approach Using Chaotic Cuckoo Search Algorithm, Hybrid sales structures in the age of e-commerce, Relationships in Business to Business Marketing, Engaging top management in information technology, Sample Size Effects on Chi Square and Other Statistics Used in Evaluating Causal Models, Recent Developments in Structural Equation Modeling, Smarter versus Harder: An Exploratory Attributional Analysis of Salespeople's Motivation, A Path Analysis of Causes and Consequences of Salespeople's Perceptions of Role Clarity, Management Science in Industrial Marketing, Internet usage of B2B suppliers in the packaging industry. Murali K. Mantrala (mantralam@missouri.edu), Christian Albrechts University, Kiel GermanySönke Albers (sonke.albers@the-klu.org), University of Missouri. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above. To some entrepreneurs, social media … (65%) of B2B marketers had planned to spend at least 20% of their total marketing budget on live events this year. The impact of social media on B2B marketing. By: Alison Fetterman. The article presents a unique approach to explore and evaluate the critical factors of supply chain management-marketing (SCM-M) interfaces in e-commerce. Impact of Internet in International Marketing. After all, research has shown that those companies that take a proactive stance and treat the recession as an opportunity are likely to come out of the crisis stronger than before. By customer? An important but neglected aspect of salespeople's motivation is their desire to improve the direction in which they work, termed "working smarter." Is the Internet leading to, on average, salespeople handling more or less customers? However, these studies have not explained how the IT-based supply chain achieves this superior performance. The study identified 21 critical success factors applicable to most of the B2B IIM. In this article, we document the role of the Internet in business-to-business marketing and identify market-oriented activities that are affected by the use intensity of the Internet. lcads and custonlcr rclationships improvemcnts, Effects of the Use intensity ofthe internet on, Sales and sales force management costs have been dra―, matically riscn during thc last 15 years,strcssing thc nc―, cessity for nlarkcting and salcs dcpaltlncnts to improve, their accountability and cfflciency. Il. How should optimal B2B sales force sizes be determined in the Internet age? Information was obtained from a questionnaire administered in the maquiladora industry in Ciudad Juárez, Chihuahua, Mexico. Design/methodology/approach The Industrial Internet of Things changes B2B marketing significantly by giving IT decision-makers a lot of clout in the manufacturing buying process. A set of additional measures suggested by various researchers for evaluating causal models also is examined. Marketing leaders will digitalize events. Is the Internet raising or lowering average compensation levels and the average fixed to variable pay ratio for B2B salespeople? Thus study focuses on product launch, because this is the most expensive and risky stage of NPD; product innovativeness, because it plays a substantial role in achieving a competitive advantage; and product development capability, because it leads to superior product performance. B2B is mainly C-level. More specifically, the chapter will address questions such as: How is the Internet altering the mix of selling activities and the stages or steps of the traditional industrial selling process, and under what conditions? It makes a comprehensive review of information technology, information systems, and marketing literature to locate factors that predict Internet use for marketing purposes. This paper intends to find a similar impact of the internet and e-commerce on the online purchasing behavior of B2B industrial customers in Pakistan with a cross- ... 2.1 B2B Customers and Digital Marketing B2B … Supply Chain (SC) has become a key element for companies to increase their productivity and competitiveness. Because the Web presents a fundamentally different environment for marketing activities than traditional media, conventional marketing activities are becoming transformed, as they are often difficult to implement in their present form. Posted on: July 20, 2012 This is a really big and topical subject and I have written various articles on the subject. This article systematically identifies the critical factors of SCM-M interface in e-commerce using DeLone and McLean (D&M) Model of IS Success. The central focus of this chapter is an examination of the effects of Internet-based technologies on B2B sales channels, sales force investments, organization, resource allocation, and management. What is the impact of technology on marketing? and markcting dcpaiments has bccomc a mttOr cOnccm. ically,thc conccptllal rnodcl is tested using path analysis, tivities that rnay be integrated and enhanced with the in―, exanllne the lnarketing actlvltles oflnarkct scgmcntatlon, and customer classiflcation,Inanagement ofcustomer da―, tabases, clectronic transIInission of advcrtiscmcnt mate―, rial(ie.,electronic catalogucs)tO the customers,and per―, forlning audiovisional prcsentations through the lntemet_. Some authors argue that the use of internet marketing is a tool for marketing and innovation. How is the Internet altering B2B sales force recruitment & training, and compensation strategies? To understand and evaluate the proposed research methodology, some scenarios were developed based on the critical factors of SCM-M interface in e-commerce. Cybercrime is a growing threat that is having a huge impact on how people use the internet. The rippling impact differs greatly by sector. The Impact of COVID-19 on B2B Marketing Plans: Tech vs. Non-Tech April 14, 2020 by Tom Pick The abrupt shutdown of vast swaths of economy and the entire live events industry, to help … Access scientific knowledge from anywhere. Is the Internet just another marketing channel like direct mail or home shopping? 29 The impact of the Internet on B2B sales force size and structure Murali K. Mantrala and Sönke Albers Since its commercialization in the mid-1990s, the Internet has become one of the … ... as distinct from B2B companies’ Internet marketing . This article examines the impact of Internet technology on the evolution of sales organizations and identifies key components underpinning a successful hybrid sales structure. This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. Generating more customer acquisitions or retentions? There has been considerable Research into the usage of the Internet for Business-to-Business (B-to-B) marketing activities in recent years. By function? In addition, performance feedback is related primarily to lower order need fulfillment whereas participation and role clarity are related primarily to higher order need fulfillment. 11l iS inVolved,the f11111'S COmpctitive advantage is, vcen organizations, conceming issues such, pact of dlc commercial use of tlle htcmet on bâ–, business organizations pcrfornance This sttldy, ving sections,flrst the developmcnt of the, busincss organizations Finally, the conclusions, tcrnl buying proccsses and dcmand for qual…, busincss inarketing, such as ilnplementation of, voヽ/ays:(a)thrOugh achieving dircct sales(ie,via the. the impact of the commercial use of the Internet on busi-ness-to-business organizations performance. Yet, there is a lack of systematic empirical evidence regarding the marketing activities that are affected by the use of the Internet, and their consequent performance outcomes. The World Wide Web possesses unique characteristics that distinguish it in important ways from traditional commercial communications environments. A questionnaire was used to collect data from managers of projects, products and supply chains of computer and communication electronics manufacturers; 235 valid questionnaires were returned. Some directions of future research are also discussed. A review of what the author calls "significant progress" toward sophisticated models and measurement techniques in this field. Similarly,Culllllingham and Tynan[16]sustain that CICc―, tronic technologies(i.e.,the IIatcmet)should be seen as a, key palt of the corporate stratcgies of busincss in tlle. Many researchers have stressed the grcat compctitivc, advantagc ofthe lntemet to bc uscd as an cfflcicnt mar―, as a tool for facilitating sales force effolts,thuS lcading to. Spurred on by the spread of easy internet... Get to know your … Research into identifying what are, Recession is an extremely difficult period for most companies. The above need is, getting evcn rllore intense,given the squcezed profltabil―, market ttlrbulcncc.Thus,efflcicnt managcmcnt of salcs. COVID-19’s impact on social gatherings sent marketers scrambling to redeploy in-person events in a virtual venue . Panic is not the right reaction. Over the last decade, the Internet appears to be disrupting many classical models of B2B sales organization and sales resource allocation. [13, 17]. The Use of the Internet in Business-to- Business Marketing: Demographic Characteristics and Intercor... A cross‐industry review of B2B critical success factors, Marketing strategies and tactics in a period of recession. Stay connected to the Institute's B2B academic community where research is directly applied to business marketing strategies and practices. All rights reserved. The impact of digital marketing on traditional marketing has been profound, and rightfully so. This isn't unusual considering inbound marketing tactics like what ManoByte didn't even exist until 2006 with the launch of HubSpot. THE IMPACT OF THE INTERNET ON B2B SALES FORCE SIZE AND STRUCTURE . The world is changing! New technologies like 'software as a service', cloud computing, ‘Sales 2.0’ etc., continue to emerge at a dizzying pace, each promising to transform and/or improve the traditional functi… Marketing on social media and its impact The average retailer is opening up sales by moving from offline to online processes, as B2B marketers indicate the digital space as an opportunity … A simulation study of the effects of sample size on the overall fit statistic provided by the LISREL program indicates the statistic is well behaved over a wide range of sample sizes for simple models. Over the last decade, the Internet appears to be disrupting many classical models of B2B sales organization and sales resource allocation. However it still remains a surprise to see that a lot of companies still underestimate this important marketing component. This paper provides an empirically tested model of how IT-based supply chain architecture can lead to superior new product performance through product lean launch, product innovativeness and product development capability. Especially when a recession has universal dimensions, many companies find themselves unprepared to face great challenges. Or will it revolutionize global marketing? Right now, internet usage is up by 50 to 70 percent,” Singh said. In this article, we discuss the idea that these changes portend an evolution in the "marketing concept" and argue that in order for marketing efforts to be successful in this new medium, a new business paradigm is required. It is changing the way consumers do business, causing massive security concerns and issues for B2B companies operating online. Originality/value Yet, there is a lack of systematic empirical evidence regarding the marketing activities that are affected by the use of the Internet, and their consequent performance outcomes. the critical success factors for global market entry is rare. From cell phones to iPads, tablets to laptops, not to mention the PC, with so many of us connecting … Overcoming the Ripple Effects of Cybercrime on Your B2B … Yet, there is a lack of systematic empirical evidence regarding the marketing activities … Is the Internet shortening or lengthening average selling cycles? It is true that C-levels finally sign the contract, but no longer take decisions on their own. However, this statistic is apparently not chi square distributed for more complex models when samples are relatively small, and will reject the hypothesized model too often. The results of the study indicate that performance feedback and participation in decision making are both positively related to role clarity. These statistics are well behaved for both models tested as they converge to the true value and their variance approaches zero as sample size increases. In the conclusion section, the place and importance of information technologies in the changing marketing approach are evaluated. This often requires a digital transformation of marketing and sales efforts. 43% planned to spend 30% or more of their total budget on event marketing. Generating more or less sales per representative? Join ResearchGate to find the people and research you need to help your work. However, market entry and communication via the Internet have affected the dynamics and traditional process in B2B commerce. The critical factors identified are used to form dynamic scenarios based on Fuzzy Cognitive Maps (FCM) for strategizing e-commerce success. Athens University of Economics and Business, Environment of Internet Marketing and Experiential Marketing in Indonesia Context: Small and Medium Enterprises (SMEs) Purchase Intentions, The Importance and Place of Information Technology in the Changing Marketing Concept * Değişen Pazarlama Kavramında Bilgi Teknolojisinin Önemi ve Yeri, The Impact of ICT on Supply Chain Agility and Human Performance. This research presents a comprehensive review in this field. What is the general trend in B2B firms’ investments in Internet-based sales technologies and what are the determinants of variation in the patterns of these investments? … A structural equation model is generated to understand the relationships among latent variables, and three hypotheses are raised based on such interactions. activities that are affected by the use intensity of the Internet. What assumptions and objective functions are realistic for formulating models for the optimal allocation of marketing resources across web-based and direct sales channels? The Internet has been the favorable theme for numerous studies and reports, during the last decade. Business-to-Business International Internet Marketing (B2B IIM) has emerged as one of the key drivers in sustaining an organisation's competitive advantage. Finally, results indicate that supply chain agility and the performance of human resources are directly linked to the use of information and communication technologies. Some studies have suggested that a supply chain augmented with information technology (IT) has a positive effect on performance in the marketplace. The internet and its associated technology has provided an economical and efficient way for organizations to create an additional e-commerce activities to … What are the effects of Internet-based sales technologies on B2B sales force structure? The significance, importance and implications for each category are discussed and then recommendations are made. Generating more or less sales per customer? These data were subsequently analyzed using a variety of statistical methods. sales-driven and reactive. New technologies like 'software as a service', cloud computing, ‘Sales 2.0’ etc., continue to emerge at a dizzying pace, each promising to transform and/or improve the traditional functions of B2B sales agents and personal selling. Is there a general trend toward downsizing direct sales forces in a climate of advancing B2B sales technologies? Thus, the purpose of this study is to investigate the effects of the use of the Internet on business-to-business marketing … The results of this study also stress the central role of the sales force in the successful implementation of the Internet marketing strategies within organizations. The authors present a three-phase process which they believe successfully engages top management in information technology (IT). The Internet … Thanks to globalisation, our world is shrinking. Abstract . Market entry and communication via the Internet have affected … The transition from a reliance on traditional, outside sales forces to a concomitant use of inside sales personnel produces hybrid sales structures that can accommodate online buyer–seller interactions and also leverage technological advances in sales automation and business intelligence to boost sales performance. “The impact of COVID-19 on the world and on B2B marketing will be felt throughout 2020” Some key survey findings include: 72% project overall 2020 B2B marketing budgets will increase, stay … … However, research of these developments and their implications as well as systematic reviews by B2B marketing scholars are sparse. A comprehensive review of sales organization studies leads to the derivation of a hybrid sales structure model, as well as a series of key recommendations pertaining to the organization and sales performance. Nowadays, information is a tool that provides strategic and competitive information that supports strategic marketing decisions through accurate, valid and reliable information. Social media is now considered as one of the major components of a business-to-business marketing strategy. Moreover, it extends both TAM and IDT to find out factors that affect relative advantage, ease of use and compatibility of using the Internet for B-to-B marketing activities. This study aims to reveal some of the mediating influences at play: the new product development (NPD) activities of product launch, product innovativeness and product development capability. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers. salcs lcads,and customcr rclationship improvcments. The analysis of these scenarios aid in identifying the improvement areas as well as strategizing and improving those areas of SCM-M interface in e-commerce for enhanced customer satisfaction and leveraging organizational success. The chapter will comprehensively review how Internet technologies are affecting stages of the archetypal B2B selling process. The Internet has been the favorable theme for numerous studies and reports, during the last decade. Although the literature does not cover a long period of time, the foundations of marketing discipline, which had a past history until humanity, were influenced by changes in information technologies. So, internet marketing might not have been around as long as outbound methods, but this newcomer in marketing strategies has had profound effects … For maximizing your business impact and B2B marketing ROI, there are a number of LinkedIn marketing products and features you can take advantage of to reach and engage the right … Speciflc conditions that characterize industnal lnarkets, customers,oftcn makes accountability(i.C.,pcrfollllance, measurcment)of celtain sales managemcnt ac覇, quitc stringent task Upon this matter, Churchill et al_, [26]argued that perfonnance is behavior evaluated in, temns of its contributions to the gOals and o●, the organization Thus,pcrfolnance of sclling and mar―, keting ef3orts often is judged on thc basis ofâ–, sales,but also on othcr criteria that arc esscntial to busi―, sales lcads and illlprOvemcnt of customer rclationships_, In the salne spirit,Bondra and Davis[27]state that thc, mcasures ofthe IT(ic,the lntemet)perfOrmance should, be closely lilllced to thc ottCCtiVes that wcrc to bc, achieved through its applications by the salcs and mar―, keting dcpaltrncnts The lntcmet is an out¨ directcd IT, that can bc uscd both as a dircct salcs channel and as an, interactivc communications tool(iC,Salcs force and, marketing tool)Thus,it inay affect salcs performance in, ):and(b)indirectly,through eJlancing interorga―, nizational relationships and ilnplcmcnting sales leads, coopcration[3, 8, 12, 32] Indeed,the out―, (1.e.,thC Intemct)can fOStCr a gencral shift from alâ–, reduced conflict and norllls of IIluttlal trust and infonna―, tion sharing can be expccted[5,36,37]For instancc,the, lntcmct rnay provide an information infrastrtlcture that, generates positive extemalities; it may not only reduce, thc costs of communicating and transacting, but also, makc intemal databascs availablc for sha五, dors and customers, promoting interf1111l conaboration, and relationships[3,5,28,29]_As a mattcr of coursc,the, lntemet inay have spi1lovcr cfliects to the entirc supplier, basc that can be exploitcd to improve cxchange relation―, ships and gcnerate sales leads Thus,it is hypothesizcdi. 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