Seminar Reflection Discussion

Post an assessment of the seminar content and evaluation of the research design. Your post should address the following:

• How does the research and content presented in this course inform or relate to your individual Doctoral Study?
• What research methods or strategic analysis approaches might be useful in answering the questions that you have posed? How will you integrate new ways of thinking identified in or assimilated from the seminar experience into your own approach to research? Consider the articles you have read and evaluate how the methods of data collection, research statistics employed, and overall research designs have enlightened your individual approach to research. Is there anything about your approach to your individual research that the literature in this seminar has reinforced or confirmed?
• Were you exposed to any new sources of data that will be useful in your Doctoral Study? Be specific in your answer.
• How do you view yourself as a global change agent in light of the topics covered in this seminar course?
• Reflective of the course themes regarding B2B marketing, how has your professional growth enhanced your career possibilities?

Be sure to support your work with a minimum of two specific citations from the Learning Resources in this course and one or more additional scholarly sources.

Learning Resources

Required Readings

• 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
• Document: Final Paper Guidelines Download Final Paper Guidelines(PDF)

Optional Resources

• 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 Recommended Readings
  • Araneda-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