Global marketing in business-to-business contexts: Challenges, developments, and opportunities
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Date
2019
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Industrial Marketing Management
Abstract
This article introduces the special issue on global marketing in business-to-business contexts. The aim is to
advance knowledge on the subject that can stimulate further research in this important and emerging area of
industrial marketing. The twelve contributions selected for this special issue bring together high quality con temporary research that address challenges and recent developments. The articles specifically offer unique in sights that progress understanding in the area, provide interesting managerial implications, and present intri guing opportunities for future researchers. These contributions reflect the variety of current work in global
marketing in the business-to-business context. While most of the contributions in this special issue focus on the
development and deployment of unique resources and capabilities to enhance international competitiveness and
performance success, insights are also offered on international relationships and/or relationship marketing
within the business-to-business context, country of origin effects, and knowledge transfer between international
partners in subsidiaries. The article concludes with a summary of important avenues for further research.
Description
Research Article
Keywords
Global marketing, Business-to-business, International marketing