Globalization and internationalization have become of great importance recently. It’s influence organization to expand their operation across the geographical boundaries. More and more companies start to look abroad to expand their businesses as the world becomes more and more interconnected....

Purpose: The purpose of the study is to test the relationships between the antecedents of noneconomic satisfaction and its influence on economic satisfaction from both a seller's and a purchaser's perspective. Design/methodology/approach: Purchase and sales managers working for Taiwanese...

South Asia has seen a digital revolution in recent years. The number of persons who use the internet has risen drastically. They use it for shopping, social media and online sales. However, there exists a literature gap as far as the effect of outbound digital marketing in B2B markets is...

Platforms are ubiquitous, and their adoption is on the rise in the business to business (B2B) world. However, economic theory characterizing the drivers their adoption has lagged. In the few cases where B2B platforms have been explicitly examined, it is often assumed that they can be understood...

Academic research and business practice offer multiple strategies to increase perceived value and avoid competing on price. We develop a conceptualization of the strategic choices for building brand value in business-to-business (B2B) markets. This includes the decision regarding the source of...