Digital Media as a Game-Changer in B2B Buyer-Vendor Relationships  

作　　者：Werner Krings Roger Palmer Michael J Harrison Alessandro Inversini 

机构地区：[1]Department of Marketing,College of Business,Framingham State University,Framingham,MA 01701,USA [2]Henley Business School,University of Reading,Greenlands,Advising Faculty of the Doctoral Program Marketing&Reputation,Henley-on-Thames,Oxfordshire RG93AU,UK [3]Ecole hôtelière de Lausanne,HES-SO,University of Applied Sciences and Arts Western Switzerland,Route de Cojonnex 18,1000 Lausanne 25,Switzerland

出　　处：《Journal of Sustainable Business and Economics》2022年第3期27-43,共17页可持续商业和经济（英文）

摘　　要：Purpose:The article examines the role of digital and,in particular,social media in business-to-business marketing in the international software industry.The authors responded to calls for empirical research on how these media impact buyer-vendor relationships and the conjunction of the marketing and sales processes,particularly the distribution of complex software solutions.This paper develops a digital framework and discusses the managerial consequences.Design/methodology/approach:The model arises by merging themes derived from literature,experts,and job descriptions.Mixed Methods included conducting semi-structured interviews across marketing,business development,and sales executives from buyers,vendors,and third parties of various industries,supplemented by a survey of 530+executives.Findings:Multinational companies secure competitive advantage through agile business processes to improve buyer-vendor relationships in the digital era.Digital media enable vendors to interact continuously with buyers,gather intelligence,and foster mutually beneficial,trustworthy,long-term relationships.The objective is to prompt transactions and secure revenue streams.Research limitations/implications:The outcomes of this research center on North America,Western Europe(including the UK),and DACH(Germany-Austria-Switzerland),affecting the generalizability.Originality/value:The research is novel and bridges several gaps concerning industrial relationships in digitalization:it merges buyer,vendor,and third-party’s perspectives on an international scale.It provides deeper insights into existing and new relationships by identifying relevant digital/social media platforms,the underlying usage motivation,and fundamental B2B processes.Finally,it equips practitioners with metrics to improve performance.

关 键 词：Digital/social media BUSINESS-TO-BUSINESS Buyer-Vendor relationships Marketing&Sales alignment Business performance 

分 类 号：F42[经济管理—产业经济]