Customer based execution and strategy: Enhancing the relevance & utilization of B2B scholarship in the C-suite

被引：12
作者：
Mittal, Vikas [1 ]
Sridhar, Shrihari [2 ]
机构：
[1] Rice Univ, Jones Grad Sch Business, 250 McNair Hall, Houston, TX 77005 USA
[2] Texas A&M Univ, Mays Business Sch, 201L,Wehner Bldg, College Stn, TX 77843 USA
来源：
INDUSTRIAL MARKETING MANAGEMENT | 2020年 / 88卷
关键词：
Business-to-business (B2B) strategy; Outside-in marketing; Business-to-business (B2B) marketing; Strategy formulation; Strategy execution; C-suite; Strategy journey; EMPIRICAL GENERALIZATIONS; BUYING CENTER; BUSINESS; COMMITMENT; FUTURE; SATISFACTION; SERVICE; MODEL; INVOLVEMENT; VARIABLES;
D O I：
10.1016/j.indmarman.2020.05.036
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Given the economic importance of the business-to-business (B2B) sector, scholars and practitioners devote significant resources to understanding B2B marketing and strategy. Yet, utilization of academic scholarship among senior B2B executives remains low. This article describes three issues relevant to senior B2B executives and scholars: (1) factors inhibiting the utilization and value of B2B scholarship among senior B2B executives; (2) challenges faced by B2B CEOs in customer based execution and strategy; and (3) the B2B strategy journey framework as a means of aligning executive and academic perspectives. Taking an outside-in perspective, this article provides a framework for senior B2B executives to formulate customer based strategy and execution and outline a range of future research opportunities for B2B scholars.
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页码：396 / 409
页数：14
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