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Customer-Supplier Relationships in B2B

Author: Antonella La Rocca

Publisher: Springer Nature

Published: 2020-03-14

Total Pages: 214

ISBN-13: 3030409937

This book explores customer-supplier relationships in B2B markets focusing on interaction between parties. Drawing on three fields of research – studies of relationships in marketing, social interactionism in sociology, and sense-making in social psychology – the author explores the concepts and roles of actors in business relationships and how the behaviour of actors within an interaction affects the development of those relationships. Based on a review of prior research and an original empirical study, the author argues that the presence of continuous close relationships between the customer and supplier organisations bestows features of a business network on B2B markets, with distinct interdependencies and ubiquitous interactions. Exploring buyer-seller interactions, the author contends that actors’ mutually perceived identities – continuously emergent and relationship-specific – are the main factor in the development of business relationships and discusses the implications for management practice and research.

The Importance of Customer Relationship Management in Business Markets (B2B)

Author: Timo Beck

Publisher: GRIN Verlag

Published: 2011-03

Total Pages: 33

ISBN-13: 3640585542

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Scientific Essay from the year 2010 in the subject Business economics - Customer Relationship Management, CRM, grade: 1,0, University of St Andrews, course: Business Marketing, language: English, abstract: The business-to-business (B2B) landscape is rapidly changing due to a variety of trends: The evolving end-customer expectations drive companies to be more responsive and provide a better value-proposition to their customers. This has translated into business markets, demanding greater responsiveness, reliability, and quality consciousness from supplying firms (Sheth & Shainesh, 2001: 274). Market consolidation as a result of a wave of mergers and acquisitions in many industries during the past two decades forces many companies to focus on the few large customers that survived (Narayandas, 2003: 1). Globalization, hyper-competition, the rapid rise of information technology, and the commoditization of many products through e-commerce have resulted in better visibility of demand and supply and lower switching costs. Logistics and communication advances have made buying from across the globe as easy as buying locally (Schäfer, 2007: 10). All this has lead to an erosion of customer loyalty and the ability to seek lower priced, better quality options from a wide variety of suppliers instantaneously. Therefore, building customer loyalty through relationship management is not a choice anymore for most businesses; it is crucial for the achievement of sustainable competitive advantage (Sheth & Shainesh, 2001). This report to the head of marketing of an imaginary business-to-business supplier aims to discuss the implementation of a customer relationship management (CRM) system. More specifically, the author will define the relevant terms, outline the suggested CRM techniques, and highlight their potential benefits and limitations. At the end, some final conclusions and recommendations will be presented.

Proceedings of IAC 2023 in Vienna

Author: Group of Authors

Publisher: Czech Institute of Academic Education

Published: 2023-07-06

Total Pages: 134

ISBN-13: 8088203333

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International Academic Conferences: Management, Economics and Marketing (IAC-MEM) Teaching, Learning and E-learning (IAC-TLEl) Engineering, Transport, IT and Artificial Intelligence (IAC-ETITAI)

B2B Customer Experience

Author: Paul Hague

Publisher: Kogan Page Publishers

Published: 2018-06-03

Total Pages: 249

ISBN-13: 0749481862

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B2B Customer Experience shows readers how to deliver the very best customer experience (often referred to as CX), within the business-to-business realm. Marketers have long known that emotions are important in driving our experiences, and the subject is now high on the agenda of B2B companies who want to deliver a 'wow' to their customers. Achieving this 'wow' factor helps organizations distinguish themselves from their competition, while simultaneously winning new business and retaining existing clients. B2B Customer Experience is the essential handbook that guides the reader through the process of creating an exceptional customer experience. Intensely practical in its approach, B2B Customer Experience is divided into five parts to walk readers through the journey of planning, mapping, structuring, implementing and controlling an effective customer experience, all bespoke for the B2B environment. Clearly argued and supported by real-world examples, this text will help readers understand critical features including the difference between customer experience, loyalty and inertia; how to use journey maps to establish strengths and weaknesses in an organization, and how to ensure that sales teams are engaged in the customer experience programme. Discussing some of the best known examples of consumer-focused customer experiences from companies such as Zappos, Nordstrom and John Lewis, B2B Customer Experience is the must-have text for any marketing professional working within a B2B environment.

The Power of Two

Author: C. Cordón

Publisher: Springer

Published: 2008-07-02

Total Pages: 194

ISBN-13: 0230594964

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The Power of Two presents the best way for your company to increase competitive advantage. By forming close collaborative relationships with a small set of customers and suppliers you can achieve a significant cost advantage over your competitors, increase your market share and achieve significant top line growth.

Social Marketing to the Business Customer

Author: Paul Gillin

Publisher: John Wiley & Sons

Published: 2010-12-15

Total Pages: 248

ISBN-13: 0470939737

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The first book devoted entirely to B2B social marketing B2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse. Buying cycles are complex, often with many stakeholders involved. Relationships and support are critical. Bet-the-business decisions demand discipline, knowledge, and lots of information. This hands-on guide covers topics unique to this segment, including cost justification, prospecting and lead generation, matching tools to the sales funnel, building, B2B search engine optimization, social media monitoring, social media policy development, long-term client relationships, gaining stakeholder support, building a more transparent organization, and what's coming next. Features plentiful examples, case studies, and best practices Focuses on the channels that are most effective for B2B marketers Builds on the authors' more than 30 years of combined experience in the new media/social media space, as well as two previous successful books Leverage the vast business-to-business potential of Facebook, LinkedIn, Twitter, and many other social media platforms today with Social Marketing to the Business Customer!

B2B Customer Insight

Author: John Barrett

Publisher: IAP

Published: 2012-12-01

Total Pages: 119

ISBN-13: 1617359882

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For the first time in book form, “B2B Customer Insight: The Proven Path to Growth,” will reveal how customer insight surveys tailored to B2B relationships generate significant strategic data; data that, when properly applied, enables company management to expand their share of existing markets as well as successfully penetrate new ones. When these surveys are regularly conducted and implemented, they lead to increased long-term profits and sustainable growth. This book will appeal to virtually anyone wanting to learn about the hidden dynamics of B2B transactions, and how to make those dynamics work in a supplier’s favor in their customer relationships and overall business development. In my 20 years of consulting with large manufacturing companies in a variety of industries, I’ve been able to develop a tested and proven customer insight methodology that I will share for the first time in this book. Utilizing real-life case studies with clients who have agreed to participate in this project, I will also discuss how this research process should never stop with the numbers. Instead, it should provide practical and impactful solutions to specific business dilemmas. The advantage of offering actual case studies of companies who successfully made significant changes (of course based on our PMG customer insight surveys) will also differentiate us from other B2B business books that lack hard, fact-based guidance as well as multiple examples of genuine and significant application.

Power in Business Relationships

Author: Dariusz Siemieniako

Publisher: Taylor & Francis

Published: 2022-07-08

Total Pages: 106

ISBN-13: 1000685535

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Focusing on the issue of power as the main building block of relationships between business buyers and sellers, this book explains the complex nature of power with its multidimensional and multi-directional character. As a complex construct, inter-firm power is treated as a matter of perception as well as in terms of total and relative power. The book analyses extensively the issue of power asymmetry with its dynamics and its consequences for business-to-business (B2B) relationships, particularly analyzing the dynamic mechanism of power. Various theoretical domains or research streams regarding managing an asymmetrical business relationship by the weaker partner are also examined. Based on the studies of other scholars as well as on the authors' own research, this book shows how weaker suppliers or buyers deal with high-power partners in business relationships and the approaches of more powerful parties to asymmetrical relationship development. Additionally, the book presents the specific nature of power in international B2B relationships, including its connection to culture and conflict, as well as how to handle power in managing export performance within international B2B relationships. It is written for scholars and students who are interested in academic research concerning B2B marketing and B2B relationship marketing domains, specifically those who are interested in literature dealing with supply chain management, key account management, relationship portfolio management, distribution channel management and the network approach.