Key trends in business-to-business services marketing strategies: developing a practice-based research agenda

de Jong, Ad, de Ruyter, Ko, Keeling, Debbie Isobel, Polyakova, Alexandra and Ringberg, Torsten (2021) Key trends in business-to-business services marketing strategies: developing a practice-based research agenda. Industrial Marketing Management, 93. pp. 1-9. ISSN 0019-8501

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Abstract

The marketing of B2B services has become an important field of academic enquiry. Industrial Marketing Management scholars have contributed to building a robust body of scholarship on the role of services as an indispensable aspect of company’s strategic performance process. However, with digitization, there is a clear need for theoretical concepts and frameworks that can guide companies in the development of contemporary and strategic roadmaps for their B2B service marketing strategies and performance practice. This position paper outlines an agenda and delineates issues in B2B service delivery that need to be addressed to close the gap between service marketing theory and practice and collaborate on the development of strategic service capabilities for the industrial marketing space. More specifically, we identify and discuss the impact of 5 important trends shaping B2B services: 1) gamification, 2) personalization, 3) Mixed Reality (MR), 4) data visualization, and 5) privacy. On the basis of these, we will offer a number of specific directions for future research by industrial marketing researchers.

Item Type: Article
Schools and Departments: University of Sussex Business School > Strategy and Marketing
SWORD Depositor: Mx Elements Account
Depositing User: Mx Elements Account
Date Deposited: 15 Jan 2021 09:24
Last Modified: 15 Jan 2021 09:30
URI: http://sro.sussex.ac.uk/id/eprint/96505

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