Revisit: Strategy in B2B Markets
Strategy in Business-to-Business Markets: What It Is and, What It's Not and How it is Different?, Special issue of Journal of Business-to-Business Marketing; Deadline 15 Feb 2011
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JBBM Call for Papers
Strategy in Business-to-Business Markets: What It Is and, What It’s Not and How it is Different?
The Journal of Business-to-Business Marketing seeks manuscripts that address the fundamental and unique nature of strategy formulation & execution in business markets. Firms use strategy to sustain market position and prioritize growth areas to answer the question "what is the character of that strategy for business markets".
While cross functional integration and a value added perspective have become axiomatic to the field, the details of strategy for business-to-business marketing (B to B) likely differ when compared to business-to-consumer marketing (B to C). To date, most literature in this area developed independent of the need to distinguish whether traditional constructs for business and consumer markets differ.
The differences to be investigated might incorporate factors such as: annual planning processes, resource allocation models, business mission & mission statements, specific portfolio models, methods of strategic integration, segmentation (beyond bases) and other "strategic marketing frameworks." The effects of changes in exogenous variables such as changes in the economy might be considered as well. These differences may extend to organizations serving government and institutional markets.
Foremost is that for business marketers, product / pricing policy is often raised to a level of corporate strategy. Given those resource commitments the field needs more normative, descriptive & prescriptive marketing strategy theory. Documenting best & worst case practices is also indicated.
This special double issue of the Journal of Business-to-Business Marketing seeks to address these issues in summary fashion. In particular, what is the impact on the formulation and execution of business marketing strategy for:
- firms whose offering(s) are made to both markets (B to B and B to C),
- firms that are effected by oligopsonistic supply markets,
- firms that serve oligopolistic buying markets,
- firms involving fewer than ten companies within their own industry or on both sides of their buyer- seller dyad industries,
- firms dealing with the indigenously cross-functional nature of business market planning – what viable alternatives exist beyond the hierarchy of strategy levels framework ?
Manuscripts submitted can be of a theoretical or empirical nature. Case studies demonstrating best & worst practices are encouraged. New frameworks (normative, descriptive, prescriptive) and typologies or taxonomies are particularly welcome.
Manuscript submission length is limited to 45 pages doubled spaced, 12 pt. type including at least one figure or one table plus references. Manuscripts will be subject to double blind review.
The deadline for submission is February 15, 2011.
David Lichtenthal, Editor
Zicklin School of Business
City University of New York
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