An entrepreneurial relationship marketing approach to B2B selling

2017 ◽  
Vol 19 (1) ◽  
pp. 2-25 ◽  
Author(s):  
Donald P. Addison ◽  
Tony Lingham ◽  
Can Uslay ◽  
Olivia F. Lee
Keyword(s):  
Organizational Performance ◽  
Financial Services ◽  
Relationship Building ◽  
Theory Approach ◽  
Subject Matter Experts ◽  
Structured Interviews ◽  
Content Type ◽  
Traditional Marketing ◽  
Business To Business ◽  
Grounded Theory Approach

Purpose The purpose of this paper is to examine the entrepreneurial practice of intellectual capital sharing (ICS) with client organizations and assess its potential for collaborative business-to-business (B2B) relationship building. B2B collaborations within the traditional marketing paradigm are restricted due to perceived opportunism. Design/methodology/approach The research is based on the grounded theory approach and involves 22 semi-structured interviews with the employees of a focal organization and its five client organizations regarding 36 implemented projects. Interviews were transcribed, coded and analyzed via constant comparison to surface codes, categories, concepts and themes from which the authors developed propositions based on the particular context of this study. Findings ICS approach helps customers to reconstruct sellers’ identity from one characterized by opportunism and arm’s length relationships to one defined by openness and collaboration. Identified benefits of ICS include higher trust, commitment, social bonding, value co-creation, individual and organizational performance and learning. Eight propositions and a model of ICS consequences are presented. Research limitations/implications The context of the study is limited to a single industry – financial services – however, the findings should be highly relevant for other sales contexts characterized by low buyer trust. Practical implications Entrepreneurial marketers can engage in ICS approach quickly at minimal cost, as the capabilities and talent are typically already internal to the organization. Originality/value This paper examines a unique relational approach to serving clients called ICS that de-emphasizes the sale. Subject matter experts help buyers overcome challenges outside the scope of the traditional marketing paradigm.

Technology and talent analytics for talent management – a game changer for organizational performance

2019 ◽  
Vol 28 (2) ◽  
pp. 457-473 ◽  
Author(s):  
Brijesh Sivathanu ◽  
Rajasshrie Pillai
Keyword(s):  
Grounded Theory ◽  
Organizational Performance ◽  
Talent Management ◽  
Extensive Literature ◽  
Theory Approach ◽  
Technology Usage ◽  
Structured Interviews ◽  
Content Type ◽  
High Performing ◽  
Grounded Theory Approach

Purpose This paper aims to examine the technology usage for talent management and its effect on organizational performance. Design/methodology/approach The grounded theory approach was used for this research. Semi-structured interviews with 122 senior HR officers of national and multinational companies in India were conducted after extensive literature review. NVivo 8.0 software was used for the analysis of the interview data. Findings Technology usage for talent management contributes to talent analytics and strategic HR management (SHRM). It was found that talent analytics and SHRM lead to developing a high-performing talent pool, which in turn contributes to organizational performance. Originality/value This study used the grounded theory approach to develop the proposed conceptual model for organizational performance using talent management technology. This study delivers important insights for talent managers, HR technology marketers and developers of technology.

scholarly journals The interplay between SME owner-managers and the brand-as-a-person

2019 ◽  
Vol 28 (4) ◽  
pp. 555-572 ◽  
Author(s):  
Edgar Centeno ◽  
Jesus Cambra-Fierro ◽  
Rosario Vazquez-Carrasco ◽  
Susan J. Hart ◽  
Keith Dinnie
Keyword(s):  
Personality Traits ◽  
Learning Strategy ◽  
Personal Characteristics ◽  
Rational Approach ◽  
Theory Approach ◽  
Structured Interviews ◽  
Strategy Formulation ◽  
Content Type ◽  
Brand Strategies ◽  
Grounded Theory Approach

PurposeThe purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by examining its potential relation with the SME owner-manager, the pathways to its creation and development and the intuitive nature of this relationship.Design/methodology/approachA grounded theory approach was used, and data were collected through a set of 36 semi-structured interviews with 30 SME owner-managers in various sectors in Mexico.FindingsThe results indicate that SME owner-managers intuitively humanise their brands. The study revealed four pathways to develop the brand-as-a-person metaphor in the SME context: through personality traits, tastes and preferences, abilities and knowledge and values, all suggesting that SMEs’ brand-as-a-person metaphors are largely an extension of their owner-managers.Research limitations/implicationsThe paper presents a theoretical framework that illustrates the four pathways to the creation and development of brand-as-a-person that are derived from the brand’s relationship with the SME owner-manager. The results of cross-industry semi-structured interviews are limited to a single culture context.Practical implicationsSME owner-managers should first undertake an introspective personal assessment of their intuitive and conscious decision-making, as SME owner-managers often make decisions in an intuitive way. The results suggest that they should act in a more conscious, responsible and rational way when formulating their brand strategies.Originality/valueThis is the first study to clarify the profound influence of SME owner-managers’ personal characteristics, including personality traits, tastes and preferences, abilities and knowledge and values, on the brand-as-a-person metaphor. This study also confirms the intuitive learning strategy formulation of SME owner-managers’ branding practices and SMEs’ need for a more rational approach to branding.

Role reflections of police reservists: a study of volunteer reserve officers in Malaysia

2018 ◽  
Vol 41 (6) ◽  
pp. 813-827 ◽  
Author(s):  
Phaik Kin Cheah ◽  
N. Prabha Unnithan ◽  
Suresh Suppiah
Keyword(s):  
Police Officers ◽  
Design Methodology ◽  
Theory Approach ◽  
Structured Interviews ◽  
Content Type ◽  
The Public ◽  
Role Orientations ◽  
Grounded Theory Approach ◽  
Practical Implications ◽  
Insight Into

PurposeThe purpose of this paper is to investigate the work roles of the Royal Malaysia Police Volunteer Reserve officers.Design/methodology/approachA grounded theory approach was utilized for the generation and analysis of the data. Data were collected through interviews, observations and follow-ups. Semi-structured interviews were conducted with 20 male and female volunteer reserve officers and 5 regular police officers aged between 24 and 58 years of mixed socioeconomic backgrounds, ethnicities and ranking in the Royal Malaysia Police force. Two civilian respondents (spouses of the Police Volunteer Reserve officers) were also interviewed for this study for the purpose of theory sampling.FindingsThe data were analyzed qualitatively resulting in a model of Royal Malaysia Police Volunteer Reserve officer roles consisting of four orientations.Research limitations/implicationsStudy outcomes are discussed theoretically and administratively. The four role orientations identified will assist researchers studying police reserve volunteerism.Practical implicationsStudy outcomes allow administrators to utilize and deploy police reservists in consonance with the four role orientations identified.Social implicationsThis study provides insight into how police reservists conceive of and execute their roles as they negotiate them in relation to the regular police officers they work with and the public from which they are drawn.Originality/valueThis is the first study of police volunteerism in Malaysia.

Use of 4.0 (I4.0) technology in HRM: a pathway toward SHRM 4.0 and HR performance

foresight ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rajasshrie Pillai ◽  
Shilpi Yadav ◽  
Brijesh Sivathanu ◽  
Neeraj Kaushik ◽  
Pooja Goel
Keyword(s):  
Grounded Theory ◽  
Industry 4.0 ◽  
Design Methodology ◽  
Extensive Literature ◽  
Theory Approach ◽  
Structured Interviews ◽  
Content Type ◽  
Hr Managers ◽  
The Impact ◽  
Grounded Theory Approach

Purpose This paper aims to investigate the use of Industry 4.0 (I4.0) technology and its barriers in human resourcemanagement (HRM) for Smart HR 4.0 and its impact on HR performance. Design/methodology/approach The research has been conducted using the grounded theory approach. Semi-structured interviews were conducted with 122 senior HR officers of national and multi-national companies in India after the extensive literature review. NVivo 8.0 software was used for the analysis of the interview data. Findings I4.0 technology is used for HRM functions by HR professionals. It is revealed that Smart HR 4.0 that emerged from the I4.0 technology has leveraged the HR performance. It is also found that usage barriers, traditional barriers and risk barriers affect the use of I4.0 technology in HRM. Originality/value A model is developed using the grounded theory approach for HR managers to understand the impact of I4.0 on HRM. This study reveals the barriers affecting the use of I4.0 technology in HRM. It also provides the model for HR performance that emerged through the use of I4.0 technology in HR and Smart HR 4.0. The research delivered key insights for the HR professionals, marketers of HR technology and technology developers.

Who's influencing whom? Developing sustainable business partnerships

2014 ◽  
Vol 9 (1) ◽  
pp. 60-74 ◽  
Author(s):  
Simon Adderley ◽  
Duane Mellor
Keyword(s):  
Single Case ◽  
Theory Approach ◽  
Business Partnerships ◽  
Structured Interviews ◽  
Sustainable Business ◽  
Content Type ◽  
Government Organisation ◽  
Grounded Theory Approach

Purpose – Recently David Jones in Who Cares Wins proposed sustainability as being essential for businesses success over the coming decades. The purpose of this paper is to present a case study of the development of a partnership between an environmental non-government organisation (NGO) (world wildlife fund-UK) and a major retailer (Marks and Spencer). The partnership developed three “types”, sponsorship, technical and communication partnerships. Design/methodology/approach – A grounded theory approach was taken; information was gathered using semi-structured interviews. Data from these interviews were then triangulated with corporate materials to allow generalisations to develop. Findings – Through the three “types” of partnership themes of conflict and project drift were identified, although the overarching “Plan A” commitment is seen as a potential exemplar in sustainability. Difficulties were identified with respect to the dissemination of the outputs from the partnership, some of which were too complex, where others appeared to change to be more appealing to the consumer. Social implications – Although a single case study, it highlights the challenges and benefits to both partners. As such, it provides insight into the practical issues of delivering sustainability commitments and projects in partnership. Such approaches are critical not only for the viability of business, but also for the long-term health of our planet. Originality/value – This represents a case study of the development of a sustainable partnership between a large corporate and an NGO, which could represent a template for sustainable business. This paper in responds to the growing demand for such case-study examples.

Divergent goals in supplier-customer co-development process: an integrated framework

2015 ◽  
Vol 30 (3/4) ◽  
pp. 290-301 ◽  
Author(s):  
Minna Oinonen ◽  
Anne Maarit Jalkala
Keyword(s):  
Development Process ◽  
New Technology ◽  
Theory Approach ◽  
Multiple Perspectives ◽  
Content Type ◽  
Development Processes ◽  
Development Literature ◽  
Business To Business ◽  
Grounded Theory Approach ◽  
Practical Implications

Purpose – Innovations in business-to-business markets often result from co-development activities between multiple actors, all of which have their own goals for the collaboration. The purpose of this paper is to study how the actors’ divergent goals reflect on their perceptions of the supplier-customer co-development process. Design/methodology/approach – A grounded theory approach is adopted to reveal the actors’ perceptions of eight studied supplier-customer co-development processes, of which, four also involve an expert partner. Findings – The findings suggest that because of the supplier’s aim to commercialize the resulting product, a supplier has a wider ranging perception of the co-development process, whereas the customer and expert partner focus on those phases that support their goals to improve the efficiency of the process or to develop new technology. Practical implications – As each actor operates according to its own goals and is involved in those phases of the process that facilitates their achievement, the study recommends that managers consider each actor’s goals which are reflected on their perception of the co-development. Originality/value – This is among the first studies to focus on the co-development process from multiple perspectives and include data from various actors involved in the process. The paper contributes to the co-development literature both by presenting actors’ divergent perspectives on the process and proposing an empirically grounded dyadic framework of the supplier-customer co-development process.

scholarly journals Emotional appeals in UK business-to-business financial services advertisements

2018 ◽  
Vol 36 (1) ◽  
pp. 208-227 ◽  
Author(s):  
Emmanuel Mogaji ◽  
Barbara Czarnecka ◽  
Annie Danbury
Keyword(s):  
Financial Services ◽  
Business Owners ◽  
Structured Interviews ◽  
Content Type ◽  
Print Advertisements ◽  
Emotional Appeal ◽  
Emotional Appeals ◽  
Business Customers ◽  
Business To Business

Purpose The purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of such appeals. Design/methodology/approach In Study 1,834 print advertisements collected from British newspapers were content analysed. In Study 2, semi-structured interviews with 17 business owners operating a business current account with a British bank were carried out. Findings Emotional appeals are embedded in B2B financial services advertisements, and business owners acknowledge the presence of emotional appeals; however, the perceived congruency between emotional appeal and financial services could not be established as participants reported a largely utilitarian, need- and benefit-driven decision-making process. Research limitations/implications Accurately measuring emotions aroused through advertisements is considered a limitation. In addition, the sample of participants considered for this research project was small and medium-sized business owners. Practical implications Emotional appeals should be used in conjunction with detailed rational information about financial products, as emotional appeals only arouse interest. Relationship is considered crucial in capitalising on the emotionally appealing advertisements. Customers must feel appreciated and loyalty should be rewarded. Originality/value The paper responds to numerous calls for more research into the role of emotional influences on the relationships in a B2B context and on the behaviour of business customers.

scholarly journals Engaging with a healthy tourism “offer”: strategies to improve place perceptions

2017 ◽  
Vol 9 (5) ◽  
pp. 525-533
Author(s):  
Stacy Wall ◽  
Ann Hemingway ◽  
Susanna Curtin
Keyword(s):  
Public Health ◽  
Strategic Alliances ◽  
Design Methodology ◽  
Well Being ◽  
Constructivist Grounded Theory ◽  
Theory Approach ◽  
Structured Interviews ◽  
Content Type ◽  
Collaborative Strategies ◽  
Grounded Theory Approach

Purpose The purpose of this paper is to explore how engagement with a healthy tourism “offer” could improve place perceptions through the development of collaborative strategies to promote a well-being destination. Design/methodology/approach This paper takes a constructivist grounded theory approach drawing on semi-structured interviews conducted with local members of the council from public health and tourism teams, in a seaside town in the South of England. Findings Study findings indicate that the historical roots of the town’s creation have a bearing on the current planning challenges and strategies. Findings confirm that collaborative strategies to engage with a healthy tourism “offer” will improve place perceptions and promote a well-being destination. Research limitations/implications This paper concludes that strategies to engage with a healthy tourism offer include interventions to curb alcohol consumption, regenerate areas and promote eudaemonic well-being – which could ultimately improve place perceptions. Originality/value This paper proposes that the development of strategic alliances bridged through the construct of well-being could improve place perceptions and promote a well-being destination.

Exploring the information practices of lawyers

2021 ◽  
Vol 77 (4) ◽  
pp. 1003-1021
Author(s):  
Jenny Bronstein ◽  
Yosef Solomon
Keyword(s):  
Community Of Practice ◽  
Professional Practice ◽  
Professional Community ◽  
Theory Approach ◽  
Structured Interviews ◽  
Content Type ◽  
Content Creation ◽  
Information Practices ◽  
Information Assimilation ◽  
Grounded Theory Approach

PurposeThis study examines the information practices of Israeli lawyers highlighting the central role that information plays in professional communities of practice. Examining the information practices of lawyers characterizes the information behavior of this community of practice.Design/methodology/approachInformation practices are those recurrent practices related to actively seeking information for a variety of sources socially and contextually situated within members of a professional community. Twenty semi-structured interviews were carried out with lawyers in Israel that investigated the different ways by which lawyers interact with information in their professional work. Data collected in the interviews were analyzed using a grounded theory approach.FindingsFindings from the content analysis of the interviews revealed three main themes: information assimilation, networking and self-promotion and content creation that encompass a wide variety of information practices related to seeking information related to a case, preparing and presenting a case, providing support for the client, collaborating with other members of the professional community and promoting their professional practice.Originality/valueThis study provides an innovating perspective of the ways by which an information-rich community of practice engages with information, solves problems, build social connections and creates new content.

Real cost of flex-offices: discourse and reality

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ingrid Nappi ◽  
Hajar Eddial
Keyword(s):  
Real Estate ◽  
Future Research ◽  
Theory Approach ◽  
Structured Interviews ◽  
Content Type ◽  
Real Cost ◽  
The Press ◽  
Real Estate Management ◽  
The Cost ◽  
Grounded Theory Approach

Purpose This paper aims to draw on the field of real estate management to explore the cost of flex-offices as well as the corporate discourse toward it and to identify the possible gap between real estate directors' discourse and the real cost of flex-offices. Design/methodology/approach This paper follows the grounded theory approach. Three studies were conducted: 16 semi-structured interviews with real estate actors, categorization of internal corporate documents and a thorough content analysis of the press discourse. Findings There is a positive vision as well as a very optimistic outlook on the flex-office on the part of real estate actors and the press. This research shows that reality does not reflect the discourse as 12 hidden costs identified are not currently factored into costs when setting up a flex-office, which can distort the discourse and efficiency. It will be interesting to measure those hidden costs in future research so as to have an objective discourse and a better cost estimate when deploying this kind of workspace. Originality/value Contradict the widespread discourse about flex-offices by highlighting the hidden costs that should be taken into consideration to allow managers to make accurate estimates. Although these hidden costs may seem ancillary at first sight, they might have an impact on efficiency.

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