Implemented Strategies in Business-to-Business Contexts
Publication Type
Book Chapter
Publication Date
2012
Abstract
This chapter documents the contributions in the business-to-business (B2B) marketing–buying literature that focus on implemented strategies in specific contexts. Research on implemented strategies often includes thick descriptions of how things actually get done over a period of weeks, months, or years including how decision makers make sense of situations, go about processing information, make choices, interact with other decision makers, participate in specific actions, and interpret events and outcomes. Research on implemented strategies favors “direct research” (Mintzberg, 1979) that includes multiple face-to-face interviews of the same and different participants in B2B processes over the course of days, week, months, or years. Direct research is inherently inductive theory-building and case-based data driven in its theory-empirical approach. Direct research includes applying a number of possible research methods and results in a number of advances in B2B implemented-strategy-in-context theory.
Discipline
Marketing
Research Areas
Strategy and Organisation
Publication
Advances in Business Marketing & Purchasing (Volume 18)
ISBN
9781780525761
Identifier
10.1108/S1069-0964(2012)0000018018
Publisher
Emerald
Citation
Arch G. Woodside, Hugh M. Pattinson, David B. Montgomery (2012), Chapter 13 Implemented Strategies in Business-to-Business Contexts, in Mark S. Glynn, Arch G. Woodside (ed.) Business-to-Business Marketing Management: Strategies, Cases, and Solutions (Advances in Business Marketing and Purchasing, Volume 18), Emerald Group Publishing Limited, pp.323-355