Trim, Peter R.J. (2021) How B2B marketers interact with customers and develop knowledge to produce a co-owned marketing strategy. Journal of Business & Industrial Marketing 36 (10), pp. 1943-1955. ISSN 0885-8624.
|
Text
45569.pdf - Author's Accepted Manuscript Available under License Creative Commons Attribution Non-commercial. Download (696kB) | Preview |
Abstract
Purpose: The paper explores how senior B2B marketing managers within a collectivist culture, contribute to knowledge development by interacting with staff in customer organizations in order to produce a co-owned marketing strategy. Design/methodology/approach: A qualitative research strategy incorporating an open ended questionnaire was used to collect data from 15 senior B2B marketing managers in three Korean companies that deployed the customer centred approach. The grounded theory technique (Strauss and Corbin, 1998) and the mind map method (Burgess-Allen and Own-Smith, 2010) were used to show how senior Korean marketing managers’ thoughts are processed and knowledge transfer occurs. Findings: The findings show that a governance mechanism is instrumental in guiding interactive communication that results in knowledge being utilized that benefits the members of a partnership arrangement. The knowledge development process is enhanced by mutual trust and emotional bonds that are established through socialization. Cyclical interaction through socialization and frequent (in)formal meetings facilitates the process of turning explicit knowledge into tacit knowledge and vice versa, and encourages new knowledge to be developed. Socialization also helps to reduce learning myopia, and contributes to the innovatory processes that result in customer needs being met. Originality/value: The paper provides insights into the importance of boundary setting that facilitates cooperative marketing action, which results in a B2B integrated marketing intelligence and planning process.
Metadata
| Item Type: | Article |
|---|---|
| Keyword(s) / Subject(s): | Interactive communication, Knowledge development, Market-based knowledge, Knowledge sharing, Learning, Strategy |
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Administrator |
| Date Deposited: | 26 Aug 2021 10:16 |
| Last Modified: | 02 Aug 2023 18:12 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/45569 |
Statistics
Additional statistics are available via IRStats2.
Archive Staff Only (login required)
