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Full Description
This accessible field guide covers practical steps and contributes to behavioral theory by reporting intricate details on the strategies implemented by business-to-business firms within an inter-firm context. The coverage is deep, broad, and unique - the authors of the 14 papers all adopt the understanding that researchers need direct viewing - 'eyes-on-the-context' - that goes beyond the use of paper-and-pencil 5-pont and 7-point survey items to achieve accurate descriptions of how decisions are made and progress achieved. Following the customary introductory chapter, the titles of the 13 remaining chapters promise the reader new insights and tools to apply when studying B2B contexts. This new volume in the Advances in Business Marketing and Purchasing series is a must for B2B scholars and executives.
Contents
Building Relationships for Survival: Coping Media Industry Dynamics.
The Parable of a Little Research: Making Money from an Internet Trading Portal.
Barriers to Innovation Diffusion in Industrial Networks: A Systematic Combining Approach.
Using Discourse Analysis in Case Study Research in Business-to-Business Contexts.
Ethnographic Research in Service Marketing: Theory, Methods, and Practice.
B2B Interactions at Trade Fairs and Relationship Quality: A Conceptual Approach.
Implementing Strategic Changes to Generate Sustainable Competitive Advantage.
Making Sense of Marketing Decision Systems through Pictorial Representation: Decision System Analysis.
New B2B Methods, Techniques and Technologies for Capturing Insights of Major Account Managers: Developing B2B Communities for Energy Supply.
Factors Driving Manufacturing Flexibility: The Taiwanese Case.
Using Case-Based Research for Agent-Based Modelling.
Deal-Making Negotiations by Governments and Major Product Suppliers: A Case Study of the U.S. Department of Defense and Airbus versus Boeing.
A Primer to the General Theory of Behavioral Strategies in Business-to-Business Marketing.
Preface.
List of Contributors.
Field Guide to Case Study Research in Business-to-Business Marketing and Purchasing.
Advances in business marketing and purchasing.
Field Guide to Case Study Research in Business-to-Business Marketing and Purchasing.
Copyright page.
Building Relationships for Survival: Coping Media Industry Dynamics.
The Parable of a Little Research: Making Money from an Internet Trading Portal.
Barriers to Innovation Diffusion in Industrial Networks: A Systematic Combining Approach.
Using Discourse Analysis in Case Study Research in Business-to-Business Contexts.
Ethnographic Research in Service Marketing: Theory, Methods, and Practice.
B2B Interactions at Trade Fairs and Relationship Quality: A Conceptual Approach.
Implementing Strategic Changes to Generate Sustainable Competitive Advantage.
Making Sense of Marketing Decision Systems through Pictorial Representation: Decision System Analysis.
New B2B Methods, Techniques and Technologies for Capturing Insights of Major Account Managers: Developing B2B Communities for Energy Supply.
Factors Driving Manufacturing Flexibility: The Taiwanese Case.
Using Case-Based Research for Agent-Based Modelling.
Deal-Making Negotiations by Governments and Major Product Suppliers: A Case Study of the U.S. Department of Defense and Airbus versus Boeing.
A Primer to the General Theory of Behavioral Strategies in Business-to-Business Marketing.
Preface.
List of Contributors.
Field Guide to Case Study Research in Business-to-Business Marketing and Purchasing.
Advances in Business Marketing & Purchasing.
Field Guide to Case Study Research in Business-to-Business Marketing and Purchasing.
Copyright page.
