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    HarshShah
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    This document summarizes a paper that discusses how business-to-business (B2B) marketing is influenced by relationships within networks and should be viewed as a collaborative process. It presents three emerging frameworks that support this perspective: many-to-many marketing, which sees value created through interactions within networks rather than in isolated transactions; service-dominant logic (S-D logic), which defines value as being co-created by customers rather than embedded in goods; and service science, which takes an interdisciplinary approach to designing coherent service systems through collaboration between companies, research, and education.

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    not an island

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    b2b is not an island

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    This document summarizes a paper that discusses how business-to-business (B2B) marketing is influenced by relationships within networks and should be viewed as a collaborative process. It presents three emerging frameworks that support this perspective: many-to-many marketing, which sees value created through interactions within networks rather than in isolated transactions; service-dominant logic (S-D logic), which defines value as being co-created by customers rather than embedded in goods; and service science, which takes an interdisciplinary approach to designing coherent service systems through collaboration between companies, research, and education.

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    © All Rights Reserved
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    38 views4 pages

    b2b Is Not An Island

    Uploaded by

    HarshShah
    This document summarizes a paper that discusses how business-to-business (B2B) marketing is influenced by relationships within networks and should be viewed as a collaborative process. It presents three emerging frameworks that support this perspective: many-to-many marketing, which sees value created through interactions within networks rather than in isolated transactions; service-dominant logic (S-D logic), which defines value as being co-created by customers rather than embedded in goods; and service science, which takes an interdisciplinary approach to designing coherent service systems through collaboration between companies, research, and education.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 4

    B2B is not an

    island!
    A paper by:

    Evert Gummesson
    Stockholm University School of Business, Stockholm,
    Sweden, and
    Francesco Polese
    Cassino University, Cassino, Italy
    Published in:
    Journal of Business & Industrial Marketing ,Volume 24,
    2009

    Presented by :
    Group 7
    Tanay Chitre

    G01
    3

    Spandana G

    G01
    9

    Purva
    Ganediwal

    G02
    0

    Emergent theory and practice in marketing


    Just like a child, an innovation needs care and love to grow, not
    criticism
    Alternat
    Quality
    managemen
    t strategy of
    continuous
    improvemen
    ts

    Custome
    rs

    I
    T

    Supplier
    s

    Custome
    rs

    Custome
    rs

    Consum
    ers

    Consum
    ers

    Collaborati
    on through
    an open
    source
    code and
    wiki tools

    ive to
    defendi
    ng a
    new
    theory

    User provides the foundation for change and the supplier acts as
    network agent, evaluating suggestions for improvement and
    implementing the best ones
    3 open-source code contributions to rethinking marketing theory
    which support the theme of this article are:
    1. Many-to-Many marketing
    2. S-D logic
    3. Service science

    Many-to-Many Marketing
    IDENTIFY

    Customers

    DIFFERENTIATE

    Customers

    Networks of
    relationships
    Relationships

    INTERACT

    Customers

    Network Members

    LEARNING

    Relationships

    Networks

    In principle,
    networks :
    Are Scale-free
    Occur randomly
    May be formal or
    informal

    In marketing,
    networks :
    Are built
    Defined for a purpose
    Requires control
    Gives rise to other
    networks

    A member of a network based on


    cooperation cannot solely maximize its
    own benefits at all times but has to
    show respect for the other members.
    Be constantly aware of our shortcomings
    instead of justifying them through
    simplifications

    S-D Logic
    Service is the fundamental basis of exchange
    Different from services
    Goods are merely distribution mechanisms of service
    Customer

    Co-creator of value

    Supplier

    Offers value proposition in the market

    Value actualization is performed by users in a contextual way. It takes place through interaction in
    complex networks

    Service Science

    Addresses the design and operations of complex, coherent and hassle-free service systems through
    an interdisciplinary approach and cooperation between companies, research and education
    IBM

    Runs a long term development project Service Science, Management and Engineering (SSME)

    Aims at connecting academic institutions and practitioners

    Ultimate commercial value: To help IBM improve their service to customers

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