How does sales force productivity compare with web channel-based productivity for the B2B marketer using multiple channels? They do this with very strong participation from young people who look up information on the Internet. This often requires a digital transformation of marketing and sales efforts. The results support that manufacturers’ IT resources enable them to enhance NPD activities effectively with their suppliers, and that NPD activities play a key role in moderating the relationship between IT-based supply chains and new product performance. The internet and its associated technology has provided an economical and efficient way for organizations to create an additional e-commerce activities to … The critical factors identified are used to form dynamic scenarios based on Fuzzy Cognitive Maps (FCM) for strategizing e-commerce success. As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. Marketing on social media and its impact The average retailer is opening up sales by moving from offline to online processes, as B2B marketers indicate the digital space as an opportunity … Will large multinationals lose the advantages of size, while small start-ups leverage the technology and be-come big players internationally? Many marketers are … Join ResearchGate to find the people and research you need to help your work. Some directions of future research are also discussed. How COVID-19 is Impacting B2B Marketing 4 The World Wide Web possesses unique characteristics that distinguish it in important ways from traditional commercial communications environments. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers. and markcting dcpaiments has bccomc a mttOr cOnccm. The chapter will comprehensively review how Internet technologies are affecting stages of the archetypal B2B selling process. The Impact of COVID-19 on B2B Marketing Plans: Tech vs. Non-Tech April 14, 2020 by Tom Pick The abrupt shutdown of vast swaths of economy and the entire live events industry, to help … Recognition of the operational efficiency and effectiveness of the internet is increasingly driving marketers in traditional companies to conduct transactions on the internet (Chakraborty et al., 2002). Or will it revolutionize global marketing? Using a sample of 123 UK companies utilize the Internet, we found a substantial positive effect of the proposed factors on the Internet usage for B-to-B marketing activities. Yet, there is a lack of systematic empirical evidence regarding the marketing activities that are affected by the use of the Internet, and their consequent performance outcomes. sales-driven and reactive. :'lhcN{arketinginlnlornrationRevoiution,in, Ceorgc: Thc Role ofDependence Balancing. A simulation study of the effects of sample size on the overall fit statistic provided by the LISREL program indicates the statistic is well behaved over a wide range of sample sizes for simple models. According to surveys it was the "no-c-levels" that had the greatest impact on the purchase of B2B … Similarly,Culllllingham and Tynan[16]sustain that CICc―, tronic technologies(i.e.,the IIatcmet)should be seen as a, key palt of the corporate stratcgies of busincss in tlle. Stay connected to the Institute's B2B academic community where research is directly applied to business marketing strategies and practices. This paper provides an empirically tested model of how IT-based supply chain architecture can lead to superior new product performance through product lean launch, product innovativeness and product development capability. Spurred on by the spread of easy internet... Get to know your … By function? These data were subsequently analyzed using a variety of statistical methods. Right now, internet usage is up by 50 to 70 percent,” Singh said. More specifically, the chapter will address questions such as: How is the Internet altering the mix of selling activities and the stages or steps of the traditional industrial selling process, and under what conditions? Is the Internet shortening or lengthening average selling cycles? Some authors argue that the use of internet marketing is a tool for marketing and innovation. [13, 17]. However it still remains a surprise to see that a lot of companies still underestimate this important marketing component. shum.huji.ac.i1/-1cmc/volL/issuc3ivolIno3.html. 43% planned to spend 30% or more of their total budget on event marketing. Difficulties resulting from these new trends have been cited in the literature. In this article, we discuss the idea that these changes portend an evolution in the "marketing concept" and argue that in order for marketing efforts to be successful in this new medium, a new business paradigm is required. “The impact of COVID-19 on the world and on B2B marketing will be felt throughout 2020” Some key survey findings include: 72% project overall 2020 B2B marketing budgets will increase, stay … The Internet has been the favorable theme for numerous studies and reports, during the last decade. Design/methodology/approach Business-to-Business International Internet Marketing (B2B IIM) has emerged as one of the key drivers in sustaining an organisation's competitive advantage. These factors were classified into five categories: marketing strategy, Web site, global, internal and external related factors. Below we analyze, ten marketing survival strategies and tactics. Posted on: July 20, 2012 This is a really big and topical subject and I have written various articles on the subject. Thus, the purpose of this study is to investigate the effects of the use of the Internet on business-to-business marketing … Il. The Use of the Internet in Business-to- Business Marketing: Demographic Characteristics and Intercor... A cross‐industry review of B2B critical success factors, Marketing strategies and tactics in a period of recession. Many researchers have stressed the grcat compctitivc, advantagc ofthe lntemet to bc uscd as an cfflcicnt mar―, as a tool for facilitating sales force effolts,thuS lcading to. The Industrial Internet of Things changes B2B marketing significantly by giving IT decision-makers a lot of clout in the manufacturing buying process. How is the mix of marketing investments across multiple sales channels including web-based and sales rep-based channels as well as call-centers changing? “During most crises, marketing teams are the first to go, but this crisis is different. Taking the electronics manufacturer’s perspective, this study took a resource-based view to propose that NPD activities are affected by IT advancement and that IT-based supply chain architecture is a critical resource that ultimately affects new product performance. ically,thc conccptllal rnodcl is tested using path analysis, tivities that rnay be integrated and enhanced with the in―, exanllne the lnarketing actlvltles oflnarkct scgmcntatlon, and customer classiflcation,Inanagement ofcustomer da―, tabases, clectronic transIInission of advcrtiscmcnt mate―, rial(ie.,electronic catalogucs)tO the customers,and per―, forlning audiovisional prcsentations through the lntemet_. higher levels of salcs productivity and efflciency[29,39. and_Economy/Companies/Industrial-Supplies), Sunlmary statistics and Construct Correlations, Standardized Direct,Indirect,and Total Effects ofthe Use lntensity ofthe lnternet. Marketing leaders will digitalize events. The central focus of this chapter is an examination of the effects of Internet-based technologies on B2B sales channels, sales force investments, organization, resource allocation, and management. Is the Internet leading to, on average, salespeople handling more or less customers? Yet, there is a lack of systematic empirical evidence regarding the marketing activities … Is it inducing more profit-sharing plans? Through a case study of a steel service industry, they outline the various steps involved in capturing senior executives' attention and in expanding their awareness of the many potential benefits of IT. This study combines Davis’ model-the Technology Acceptance Model (TAM)- and Roger’s Theory- the Innovation diffusion Theory (IDT) to understand the process of Internet adoption for marketing purposes. has been extensivcly dcbated in lllarketing litcraturc. Athens University of Economics and Business, Environment of Internet Marketing and Experiential Marketing in Indonesia Context: Small and Medium Enterprises (SMEs) Purchase Intentions, The Importance and Place of Information Technology in the Changing Marketing Concept * Değişen Pazarlama Kavramında Bilgi Teknolojisinin Önemi ve Yeri, The Impact of ICT on Supply Chain Agility and Human Performance. How should optimal B2B sales force sizes be determined in the Internet age? In this article, we document the role of the Internet in business-to-business marketing and identify market-oriented activities that are affected by the use intensity of the Internet. From cell phones to iPads, tablets to laptops, not to mention the PC, with so many of us connecting … Overcoming the Ripple Effects of Cybercrime on Your B2B … The Impact of Technology on B2B Sales and Marketing Grace B2B , Big Data , IoT , Marketing , News Trends , Technology May 13, 2020 The proliferation and adoption of technology … Because the Web presents a fundamentally different environment for marketing activities than traditional media, conventional marketing activities are becoming transformed, as they are often difficult to implement in their present form. Market entry and communication via the Internet have affected … This study attempts to start filling this void. What assumptions and objective functions are realistic for formulating models for the optimal allocation of marketing resources across web-based and direct sales channels? In this new approach, the marketing function must be reconstructed to facilitate electronic commerce in the emerging electronic society underlying the Web. Generating more or less sales per customer? What is the impact of technology on marketing? The world of digital marketing opens doors that offer a potential client the opportunity to feel as if … Research into identifying what are, Recession is an extremely difficult period for most companies. As a B2B … 29 The impact of the Internet on B2B sales force size and structure Murali K. Mantrala and Sönke Albers Since its commercialization in the mid-1990s, the Internet has become one of the … In the conclusion section, the place and importance of information technologies in the changing marketing approach are evaluated. The study identified 21 critical success factors applicable to most of the B2B IIM. How is the Internet altering B2B sales force recruitment & training, and compensation strategies? Specifically we describe the profile of business-to-business respondents together with the descriptive statistics of Internet use intensity, strategic goals, product, promotion and sales strategies through the Internet. Nowadays, information is a tool that provides strategic and competitive information that supports strategic marketing decisions through accurate, valid and reliable information. Purpose However, the use of information and communication technologies (ICT) has also played an important role in the performance of these companies. Murali K. Mantrala (mantralam@missouri.edu), Christian Albrechts University, Kiel GermanySönke Albers (sonke.albers@the-klu.org), University of Missouri. However, research of these developments and their implications as well as systematic reviews by B2B marketing scholars are sparse. COVID-19’s impact on social gatherings sent marketers scrambling to redeploy in-person events in a virtual venue . The 2020 Chief Marketer B2B Marketing Outlook Survey highlights that B2B marketers are using email, search engine results, and content marketing to find leads with the highest ROI. Abstract . Is the Internet leading to more or less use of (virtual) team selling and in what kind of markets and environmental conditions? (65%) of B2B marketers had planned to spend at least 20% of their total marketing budget on live events this year. Over the last decade, the Internet appears to be disrupting many classical models of B2B sales organization and sales resource allocation. Is the Internet raising or lowering average compensation levels and the average fixed to variable pay ratio for B2B salespeople? Is the Internet leading to more or less outsourcing of the sales function? This has led organizations to develop new policies and strategies in a competitive environment based on existing information technologies and the nature of economic activities has changed radically in parallel with the development process of information technologies. We expect the chapter to be of value to B2B sales managers, governments, policy makers, and academics across the globe. the resulted factor scores of strategic goals and Internet marketing strategies with product complexity and Internet use depict some useful conclusions for Internet marketers and researchers. Ray Welling, Lesley White, (2006) "Web site performance measurement: promise and reality", Managing Service Quality: An International Journal, Vol. What are the effects of Internet-based sales technologies on B2B sales force structure? This article systematically identifies the critical factors of SCM-M interface in e-commerce using DeLone and McLean (D&M) Model of IS Success. Sales organizations continue to exhibit meaningful changes in their structures during the e-commerce era. A structural equation model is generated to understand the relationships among latent variables, and three hypotheses are raised based on such interactions. Enrpirical Tcst o1'Competitivc Etfccts. The need to understand how and why B-to-B companies utilize the Internet is important for researchers and practitioners alike. Despite thc aforementioned conccptllal developmcnts, business litcratLlre iS largely devoid of inate五, attcmpts to start illing this void Thus, thc pu⊇, are presented.Ncxt,the rncthodology of the sndy is dis―, cusscd folloM/ed by the analysis and results_N/1ore specif―. Specific marketing activities have been proved to be beneficial to companies during a downturn. An important but neglected aspect of salespeople's motivation is their desire to improve the direction in which they work, termed "working smarter." Although the literature does not cover a long period of time, the foundations of marketing discipline, which had a past history until humanity, were influenced by changes in information technologies. THE IMPACT OF THE INTERNET ON B2B SALES FORCE SIZE AND STRUCTURE . © 2008-2020 ResearchGate GmbH. Thanks to globalisation, our world is shrinking. The aim of this article is to present this new marketing perspective which is shaped by information technologies within the scope of innovations in marketing activities and functions based on a literature research. This isn't unusual considering inbound marketing tactics like what ManoByte didn't even exist until 2006 with the launch of HubSpot. The intercorellations among, Business-to-business international Internet marketing (B2B IIM) has emerged as one of the key drivers in sustaining an organisation’s competitive advantage. This article examines the impact of Internet technology on the evolution of sales organizations and identifies key components underpinning a successful hybrid sales structure. So, internet marketing might not have been around as long as outbound methods, but this newcomer in marketing strategies has had profound effects … Impact of Internet in International Marketing. The central focus of this chapter is an examination of the effects of Internet-based technologies on B2B sales channels, sales force investments, organization, resource allocation, and management. New technologies like 'software as a service', cloud computing, ‘Sales 2.0’ etc., continue to emerge at a dizzying pace, each promising to transform and/or improve the traditional functions of B2B sales agents and personal selling. Ultimately, B2B entities … All content in this area was uploaded by Despina Karayanni on Jun 23, 2020, thc managemcllt of tllc flilll's infollllation―, system.In this contcxt,the lnternet's corc advantagc lies, in its great capacity of fast,efflcient,integrated,and in―, teractive exchange of infonnation.Thc lnultiple tools of, the lntemct enable the translllission and exchangc of in―, tlTough the Web,ncwsgroups and mailing lists)COmmu_, nication.Thus,thc lntemet facilitates the infomation ex―, as discovery of new customer needs,trends of the local, and global markets,competitive moves,joint develop―. New technologies like 'software as a service', cloud computing, ‘Sales 2.0’ etc., continue to emerge at a dizzying pace, each promising to transform and/or improve the traditional functi… Using an attributional perspective, the author examines factors that differentially influence these two components of motivation. Moreover, it extends both TAM and IDT to find out factors that affect relative advantage, ease of use and compatibility of using the Internet for B-to-B marketing activities. The significance, importance and implications for each category are discussed and then recommendations are made. Previous research has focused on salespeople's motivation to work harder. Amidst rapid advancement of Internet technologies and now, ever-growing, smartphone based access to internet – B2B Marketing is yet to realize the immense potential that lies in Internet. While marketing in good times has a long-term focus, a broad scope, it is benefits- and opportunities-driven and proactive, in bad times it has a short-term focus, limited and narrow scope, it is cost-and. It is changing the way consumers do business, causing massive security concerns and issues for B2B companies operating online. The rippling impact differs greatly by sector. Explore the behaviors of B2b suppliers in using the Internet to support their commercial activities. Some studies have suggested that a supply chain augmented with information technology (IT) has a positive effect on performance in the marketplace. The Internet has been the favorable theme for numerous studies and reports, during the last decade. Originality/value This paper intends to find a similar impact of the internet and e-commerce on the online purchasing behavior of B2B industrial customers in Pakistan with a cross- ... 2.1 B2B Customers and Digital Marketing B2B … Social media is now considered as one of the major components of a business-to-business marketing strategy. The transition from a reliance on traditional, outside sales forces to a concomitant use of inside sales personnel produces hybrid sales structures that can accommodate online buyer–seller interactions and also leverage technological advances in sales automation and business intelligence to boost sales performance. By customer? How is the Internet impacting leads generation and sales funnel optimization? Findings ment of products,joint selling activities, etc. Two-thirds of B2Bs from the tourism and hospitality category said they … B2B is mainly C-level. lcads and custonlcr rclationships improvemcnts, Effects of the Use intensity ofthe internet on, Sales and sales force management costs have been dra―, matically riscn during thc last 15 years,strcssing thc nc―, cessity for nlarkcting and salcs dcpaltlncnts to improve, their accountability and cfflciency. Generating more or less sales per representative? … In addition, performance feedback is related primarily to lower order need fulfillment whereas participation and role clarity are related primarily to higher order need fulfillment. Many concepts such as the definition, scope and role of marketing have been affected by this change. What is the general trend in B2B firms’ investments in Internet-based sales technologies and what are the determinants of variation in the patterns of these investments? ... as distinct from B2B companies’ Internet marketing . 16 Issue: 6, pp.654-670. The authors present a three-phase process which they believe successfully engages top management in information technology (IT). This study aims to reveal some of the mediating influences at play: the new product development (NPD) activities of product launch, product innovativeness and product development capability. To understand and evaluate the proposed research methodology, some scenarios were developed based on the critical factors of SCM-M interface in e-commerce. Such difficult times should be overcome through methodical and well planned actions. There has been considerable Research into the usage of the Internet for Business-to-Business (B-to-B) marketing activities in recent years. The analysis of these scenarios aid in identifying the improvement areas as well as strategizing and improving those areas of SCM-M interface in e-commerce for enhanced customer satisfaction and leveraging organizational success. These findings establish a platform for further research into the hybrid sales structure. However, market entry and communication via the Internet have affected the dynamics and traditional process in B2B commerce. Using a sample of 130 industrial businesses, we found a substantial positive effect of the use of the Internet on sales management activities, market-oriented product management activities, and sales performance and efficiency. The impact of social media on B2B marketing. The Impact of Globalisation on B2B Marketing The world is shrinking. The Internet … After all, research has shown that those companies that take a proactive stance and treat the recession as an opportunity are likely to come out of the crisis stronger than before. Over the last decade, the Internet appears to be disrupting many classical models of B2B sales organization and sales resource allocation. The world is changing! It is true that C-levels finally sign the contract, but no longer take decisions on their own. In this article, we document the role of the Internet in business-to-business marketing and identify market-oriented, In this paper we present some preliminary results from a major Internet survey which examined the use of the Internet in a firm's marketing strategies. The impact of digital marketing on traditional marketing has been profound, and rightfully so. Extending TAM and IDT to Predict the Adoption of the Internet for B-to-B Marketing Activities, Exploring the Mediating Role of Interactivity Between Content Engagement and Business Performance in a Mobile-Marketing Strategy: A Quantitative Research in a Business-to-Business Context, Strategizing SCM-M Interface Using DeLone and McLean Model of IS Success and Fuzzy Cognitive Maps: Perspectives on E-Commerce Success, Effects of IT-based supply chains on new product development activities and the performance of computer and communication electronics manufacturers, Identifying Popular Online News: An Approach Using Chaotic Cuckoo Search Algorithm, Hybrid sales structures in the age of e-commerce, Relationships in Business to Business Marketing, Engaging top management in information technology, Sample Size Effects on Chi Square and Other Statistics Used in Evaluating Causal Models, Recent Developments in Structural Equation Modeling, Smarter versus Harder: An Exploratory Attributional Analysis of Salespeople's Motivation, A Path Analysis of Causes and Consequences of Salespeople's Perceptions of Role Clarity, Management Science in Industrial Marketing, Internet usage of B2B suppliers in the packaging industry. 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As call-centers changing optimal B2B sales organization and sales resource allocation the Industrial Internet of Things changes marketing! Supports strategic marketing decisions through accurate, valid and reliable information extremely difficult period for companies... Performance of these companies compare with Web channel-based productivity for the B2B using... A really big and topical subject and I have written various articles on the Internet to support commercial... The study indicate that performance feedback and participation in decision making are both positively related to role clarity, is...