Business-to-business marketing research deals with a variety of topics which require different qualitative and quantitative research approaches. Although there may be situations where either a qualitative or a quantitative approach is sufficient, in many cases it is necessary to combine...

In the following contribution, we examine ingredient branding as an increasingly widespread form of market communication. Ingredient branding can be defined as “strategic branding for production goods such as components, raw materials, auxiliary materials and substances … which later form...

The main body of research on industrial marketing over the last 20 years has concentrated on giving a relational framework to an activity which had previously been understood to be essentially transactional. Therefore, the management of business relationships is today considered as a critical...

Formalized business-to-business (corporate) barter is relatively new to the Australian business marketing and purchasing landscape. This is the first empirical study reported on business-to-business barter in Australia. Business-to-business barter operates through trade exchanges which...

This paper identifies an implicit importer buying behavior model that is suggested by import decision studies and reviews contextual factors that distinguish international sourcing from its domestic counterpart. We then critique this implicit model and discuss its major shortcoming, namely, the...

Researchers and practitioners of international market entry typically have a difficult task obtaining and processing requisite information to evaluate potential opportunities and risks. Essential analysis is often confounded by inappropriate measures of input requirements, inadequately defined...

This paper proposes and tests a set of measures to operationalize customer value in a business-to-business context. A classification of 13 drivers encapsulating the two dimensions of customer perceived value, benefit, and sacrifice is suggested which can act as the basis for the measurement of...

Concentrating on package deals and treating the process of international business negotiation as a problem-solving process, this paper analyzes the negotiations between Swedish firms (as sellers) and firms in India and Nigeria as buyer firms. The theoretical framework is derived from Ghauri 1983...

This paper focuses on the use of qualitative studies in business to business research. It highlights some of the differences and similarities between qualitative methods to illustrate the methodological consequences of choosing one method in preference to another. Three methods are presented:...

While it is vital that market research information should be accurate, other criteria are also important in evaluating the success of a market research project. Was the information also timely, relevant, and unique? Much effort in marketing research is devoted to enhancing research accuracy, an...