Individuals in B2B Marketing

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This book covers the gap by providing a variety of novel perspectives that involve individuals as central figures in the B2B marketing environment.

The business world consists of interlinked entities, which require acting cooperatively in order to reach the desired aims. Individuals are at the core of business-to-business (B2B) marketing and are responsible for making decisions, negotiating, networking, branding, and all other of the firm’s vital processes. Especially in small and medium-sized enterprises (SMEs), the role of individuals is important, as those in charge of the SMEs are often the face and the mind of a company. However, the role of the individual in B2B marketing literature has often been overlooked.

This book covers the gap by providing a variety of novel perspectives that involve individuals as central figures in the B2B marketing environment. This book will provide practical implications on the topics in focus, which will bring the role and importance of individuals to the fore in the understanding of how B2B marketing works. It introduces readers to the role of embedded individual managers in developing and changing business systems and networks and consists of three core sections: cognition (individual sensemaking within a business environment), action (decision-making in business networks), and finally, contextualization (interrelation between micro- and macro-levels). Each section is supported with case studies to exemplify the research ideas presented.

Individuals in B2B Marketing offers a comprehensive investigation into this much overlooked topic and will be a valuable resource for marketing, entrepreneurship, and international business scholars and graduate students in particular.

Obsah

Individuals in B2B Marketing – An introduction to the book

Maria Ivanova-Gongne, Lasse Torkkeli, Nikolina Koporcic, and Wilhelm Barner-Rasmussen

Part I. A contextualized individual

1. Selling to Startup Communities: Business-to-Business Marketing in Entrepreneurial Ecosystems

Philip T. Roundy and David A. Locander

2. The role of individuals as stakeholders in B2B marketing for sustainable innovation

Sajjad Vojdanian, Sina Mortazavi, Olli Kuivalainen, and Anisur Faroque

3. Making sense of disruption

Christina Öberg and Amie Gustafsson

4. Individuals and virtual distance in remote B2B relations

Heidi Myyryläinen, Lasse Torkkeli, and Susanne Durst

Part II. A sensemaking individual

5. Adapting in business relationships: A dialogical human approach

Jan-Åke Törnroos and Christopher J. Medlin

6. Sensemaking of business relationships in international small firms: the role of decision-makers’ language background

Sazzad Talukder, Maria Ivanova-Gongne, and Wilhelm Barner-Rasmussen

7. Diasporic sensemaking- a perspective on international business relationships and diaspora business networks

Maria Elo

8. Rising to the challenge: A French baker’s story of providing affordable organic food

Nathalie Touratier-Muller and Laurence Porteu de la Morandière

Part III. An acting individual

9. Functions of personal relations in business relationship dynamics: Revisiting the Halinen and Salmi (2001) framework

Asta Salmi and Aino Halinen

10. The individual and decision-making amidst organizational sensemaking in business ecosystems

Anna-Greta Nyström

11. The Role of Sensemaking in the Internationalization of B2B Companies

Nuo Wang and Daniela Corsaro

12. Nurturing Sustainable Growth in a Competitive Market: Case Study of MiTale

Natasha Skult and Nikolina Koporcic

13. Forging the Future: The Evolving Role of Individuals in B2B Marketing

Maria Ivanova-Gongne, Lasse Torkkeli, Nikolina Koporcic, and Wilhelm Barner-Rasmussen