业务
营销
独创性
耐用货物
企业对企业
产业组织
定性研究
经济
社会科学
社会学
微观经济学
作者
Lala Hu,Mirko Olivieri
出处
期刊:Journal of Business & Industrial Marketing
[Emerald (MCB UP)]
日期:2022-08-31
卷期号:38 (7): 1465-1478
被引量:5
标识
DOI:10.1108/jbim-09-2021-0422
摘要
Purpose The purpose of this paper is to investigate how business-to-business (B2B) companies operating in durable goods use digital communications after the COVID-19 outbreak. In particular, this paper focuses on the objectives of these digital communication tools for the marketing strategies of B2B white goods firms. Design/methodology/approach As the research objective is explorative, the authors conducted a qualitative analysis by collecting 13 semi-structured interviews with B2B marketing professionals working for white goods firms in Italy. Primary data was triangulated with secondary data about the white goods industry, such as sector reports. Findings The findings of this paper show an acceleration in the adoption of digital communication tools among B2B firms after COVID-19. The authors also discuss the effects in the use of such tools both in the short and long term. Originality/value This paper attempts to contribute to the B2B marketing literature by providing an original analysis of the consequences of the COVID-19 outbreak focusing on the use of digital communication tools among white goods firms. It also provides managerial implications for firms operating in B2B.
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