Key Trends in Business-to-Business Services Marketing Strategies: Developing a Practice-based Research Agenda

Ad de Jong*, Ko De Ruyter, Debbie Isobel Keeling, Alexandra Polyakova, Torsten Ringberg

*Corresponding author af dette arbejde

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Abstrakt

The marketing of B2B services has become an important field of academic enquiry. Industrial Marketing Management scholars have contributed to building a robust body of scholarship on the role of services as an indispensable aspect of company's strategic performance process. However, with digitization, there is a clear need for theoretical concepts and frameworks that can guide companies in the development of contemporary and strategic roadmaps for their B2B service marketing strategies and performance practice. This position paper outlines an agenda and delineates issues in B2B service delivery that need to be addressed to close the gap between service marketing theory and practice and collaborate on the development of strategic service capabilities for the industrial marketing space. More specifically, we identify and discuss the impact of 5 important trends shaping B2B services: 1) gamification, 2) personalization, 3) Mixed Reality (MR), 4) data visualization, and 5) privacy. On the basis of these, we will offer a number of specific directions for future research by industrial marketing researchers.
OriginalsprogEngelsk
TidsskriftIndustrial Marketing Management
Vol/bind93
Sider (fra-til)1-9
Antal sider9
ISSN0019-8501
DOI
StatusUdgivet - feb. 2021

Bibliografisk note

Available online 29. December 2020

Emneord

  • Services
  • Enablement
  • Gamification
  • Personalization
  • Mixed reality
  • Data visualization
  • Privacy

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