Social Science Question

Throughout this seminar experience, you have explored foundational content, past and current research, and trends and innovations in the field of B2B marketing. In addition to acquiring this body of knowledge, you have also considered possible areas for future research in the field.

To prepare for this Assignment, identify a research topic for this Final Paper. Choose from any of the following:

• An idea from the general topics in Week 2, 4, or 6
• The topic of your own Doctoral Study (only if it concerns B2B marketing)
• The topic of your own Presentation
• Gaps in the literature identified by you or your colleagues during the Discussions in Weeks 2, 4, or 6
• A topic from any of the readings from Weeks 2, 4, or 6
• Submit a 9 page evaluation (excluding title page and References section) of your research on B2B marketing. In your evaluation, be sure to address the following:
• Analysis of the Field
  • What is your analysis of the state of the field of B2B marketing? Describe important issues or current dilemmas in the field.
  Research Topic
  • State and provide background information for your research topic.
  • What are the current theories and areas of debate for your topic?
  • Are there particular industries or technologies that will be impacted by your topic? If this impact is positive, how can it be maximized, and if negative, how can this impact be mitigated?
  Future DirectionsAs a global change agent, consider the future directions of B2B marketing to address the following:
  • Indicate specific areas of further research in this topic that would prove beneficial.
  • What potential impact might the topic that you have chosen have on the overall state of the field and the future directions of B2B marketing in the next 3–5 years?
  • Identify the implications for future social change from your topic area.
  Your paper should include the following headings: Analysis of the Field, Research Topic, and Future Directions. Please Note: For each page of your paper, you must include a minimum of two APA-formatted scholarly citations.

  Recommended Readings

• Bardauskaite, I. (2014). Loyalty in the business-to-business service context: A literature review and proposed framework.Links to an external site. Journal of Relationship Marketing, 13, 28–69. doi:10.1080/15332667.2014.882628
• Han, S.-L., & Childs, S. S. H. (2016). Corporate social responsibility in B2B relationships: Examining the effects of multifaceted supplier CSR on business customers’ trust.Links to an external site. Journal of Global Scholars of Marketing Science, 26(1),19–35. doi:10.1080/21639159.2015.1116778
• Kiessling, T., Isaksson, L., & Yasar, B. (2016). Market orientation and CSR: Performance implications.Links to an external site. Journal of Business Ethics, 137(2), 269–284. doi:10.1007/s10551-015-2555-y
• Kumar, V. (2017). Integrating theory and practice in marketing.Links to an external site. Journal of Marketing, 81(2), 1–7. doi:10.1509/jm.80.2.1
• McKnight, D. H., Lankton, N. K., Nicolaou, A., & Price, J. (2017). Distinguishing the effects of B2B information quality, system quality, and service outcome quality on trust and distrust.Links to an external site. The Journal of Strategic Information Systems, 23. doi:10.1016/j.jsis.2017.01.001
• Plouffe, C. R., Bolander, W., Cote, J. A., & Hochstein, B. (2016). Does the customer matter most? Exploring strategic frontline employees’ influence of customers, the internal business team, and external business partners.Links to an external site. Journal of Marketing, 80(1), 106–123. doi:10.1509/jm.14.0192
• Vize, R., Coughlan, J., Kennedy, A., & Ellis-Chadwick, F. (2013). Technology readiness in a B2B online retail context: An examination of antecedents and outcomes.Links to an external site. Industrial Marketing Management, 42(6), 909–918. doi:10.1016/j.indmarman.2013.05.020
• Alsaad, A., Mohamad, R., & Ismail, N.A. (2017). The moderating role of trust in business to business electronic commerce (B2B EC) adoption.Links to an external site. Computers in Human Behavior, 68, 157–169. doi:10.1016/j.chb.2016.11.040
• Gummesson, E. (2014). The theory/practice gap in B2B marketing: Reflections and search for solutions.Links to an external site. Journal of Business & Industrial Marketing, 29(7/8), 619–625. doi:10.1108/JBIM-10-2013-0222
• Hanssens, D. M., & Pauwels, K. H. (2016). Demonstrating the value of marketing.Links to an external site. Journal of Marketing, 80(6), 173–190. doi:10.1509/jm.15.0417
• Kumar, V., & Reinartz, W. (2016). Creating enduring customer value.Links to an external site. Journal of Marketing, 80(6), 36–68. doi:10.1509/jm.15.0414
• Lilien, G. L. (2016). The B2B knowledge gap.Links to an external site. International Journal of Research in Marketing, 33(3), 543–556. doi:10.1016/j.ijresmar.2016.01.003
• Viardot, E. (2017). Branding in B2B: The value of consumer goods brands in industrial markets.Links to an external site. Journal of Business & Industrial Marketing, 32(3), 337–346. doi:10.1108/JBIM-11-2014-0225
• Brown, B., Sichtmann, C., & Musante, M. (2011). A model of product-to-service brand extension success factors in B2B buying contexts. Journal of Business & Industrial Marketing, 26(3), 202–210. doi:10.1108/08858621111115921
• Menon, A., Homburg, C., & Beutin, N. (2005). Understanding customer value in business-to-business relationships. Journal of Business to Business Marketing, 12(2), 1–35. doi:10.1300/J033v12n02_01
• Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing customer satisfaction in B2B sales.Links to an external site. Industrial Marketing Management, 53, 172–180. doi:10.1016/j.indmarman.2015.09.003
• Bernard, M. (2016). The impact of social media on the B2B CMO.Links to an external site. Journal of Business & Industrial Marketing, 31(8), 955–960. doi:10.1108/JBIM-10-2016-268
• Cawsey, T., & Rowley, J. (2016). Social media brand building strategies in B2B companies.Links to an external site. Marketing Intelligence & Planning, 34(6), 754–776. doi:10.1108/MIP-04-2015-0079
• Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: Marketers’ perceptions of bestAraneda-Fuentes, C., Lustosa, L. J., & Minner, S. (2015). A contract for coordinating capacity decisions in a business-to-business (B2B) supply chain.Links to an external site. International Journal of Production Economics, 165, 158–171. doi:10.1016/j.ijpe.2015.03.016
  Brito, R. P., & Miguel, P. L. S. (2017). Power, governance, and value in collaboration: Differences between buyer and supplier perspectives.Links to an external site. Journal of Supply Chain Management, 53(2), 61–87. doi:10.1111/jscm.12134
  Formentini, M., & Romano, P. (2016). Towards supply chain collaboration in B2B pricing: A critical literature review and research agenda.Links to an external site. International Journal of Operations & Production Management, 36(7), 734–756. doi:10.1108/IJOPM-03-2015-0124
  Jiang, Z., Shiu, E., Henneberg, S., & Naude, P. (2016). Relationship quality in business to business relationships—Reviewing the current literatures and proposing a new measurement model.Links to an external site. Psychology & Marketing, 33(4), 297–313. doi:10.1002/mar.20876
  Kohtamäki, M., & Rajala, R. (2016). Theory and practice of value co-creation in B2B systems.Links to an external site. Industrial Marketing Management, 56, 4–13. doi:10.1016/j.indmarman.2016.05.027
  Kumar, V., & Pansari, A. (2016). Competitive advantage through engagement.Links to an external site. Journal of Marketing Research, 53(4), 497–514. doi:10.1509/jmr.15.0044
  Ndubisi, N. O., Malhotra, N. K., Capel, C. M., Agarwal, J., Satkunasingam, E., Ndubisi, G. C., & Patil, A. (2016). Long-term oriented marketing relationships and ethical conduct in outsourcing sector.Links to an external site. Psychology & Marketing, 33(5), 372–388. doi:10.1002/mar.20881
  Seyedghorban, Z., Matanda, M. J., & LaPlaca, P. (2016). Advancing theory and knowledge in the business-to-business branding literature.Links to an external site. Journal of Business Research, 69(8), 2664–2677. doi:10.1016/j.jbusres.2015.11.002
  Töytäri, P., Rajala, R., & Alejandro, T. B. (2015). Organizational and institutional barriers to value-based pricing in industrial relationships.Links to an external site. Industrial Marketing Management, 47, 53–64. doi:10.1016/j.indmarman.2015.02.005 practice.Links to an external site. Journal of Research in Interactive Marketing, 8(4), 269–293. doi:10.1108/JRIM-02-2014-0013
• Ngai, E. W. T., Tao, S. S. C., & Moon, K. K. L. (2015). Social media research: Theories, constructs, and conceptual frameworks.Links to an external site. International Journal of Information Management, 35(1), 33–44. doi:10.1016/j.ijinfomgt.2014.09.004
• Pfeffer, J., Zorbach, T., & Carley, K. M. (2014). Understanding online firestorms: Negative word-of-mouth dynamics in social media networks.Links to an external site. Journal of Marketing Communications, 20(1/2), 117–128. doi:10.1080/13527266.2013.797778
• Siamagka, N.-T., Christodoulides, G., Michaelidou, N., & Valvi, A. (2015). Determinants of social media adoption by B2B organizations.Links to an external site. Industrial Marketing Management, 51, 89–99. doi:10.1016/j.indmarman.2015.05.005
• Zolkiewski, J., Story, V., Burton, J., Chan, P., Gomes, A., Hunter-Jones, P., O'Malley, L., Peters, L. D., Raddats, C., & Robinson, W. (2017). Strategic B2B customer experience management: The importance of outcomes-based measures.Links to an external site. Journal of Services Marketing, 31(2). doi:10.1108/JSM-10-2016-0350