Purpose – The purpose of this study is to review the current body of the B2B branding literature, and identify research issues that hamper current B2B branding research. Design/methodology/approach – The study employs a systematic review, and identifies 73 relevant journal publications from...

Problem solving through design of systems and physical artifacts is a professional activity with major financial significance. Problems in modern society tend to grow more complex and intricate, and as a response, systems grow larger. Therefore, design increasingly has also become a...

The activities of service and product firms are compared in terms of their market‐oriented behavior in their export operations (i.e. their export market‐oriented (EMO) behavior). Empirical analysis conducted on a sample of 783 Finnish exporters containing both service and product firms...

Purpose – The study aims to develop and test a model of export performance, focusing on the degree to which firms have different types of export flexibility and the degree to which firms adopt market‐oriented behavior in their export operations (i.e. their degree of export market‐oriented...

Reference visits to the plants of suppliers’ present customers are an important practice in industrial marketing. Yet, studies regarding how to conduct reference visits do not seem to exist. The purpose of the article is first to describe the total process of a reference visit and then to...

Summary In this paper we draw together the changing orientations that have been shaping the project business arena during the past years and discuss their implications for the future of project marketing theory and practice. Based on empirical qualitative data from two longitudinal research...