Aberdeen Leila Borders

Beyond the Dyad: Electronic Commerce and Network Perspectives in Industrial Marketing Management

Abstract To date, industrial marketing has built its conceptual frameworks upon the concept of a dyad—a relationship between one buyer and one seller. Thus, much of what has been researched in business-to-business marketing uses the buyer–seller relationship as the most appropriate unit of analysis. Yet, today, the most exciting development in business marketing is electronic commerce, which is a technology and a paradigm not of dyads but of networks. A great deal of the buyer–seller relationship between firms is being replaced or significantly transformed by electronic commerce systems. Networks pose a tremendous problem in measurement. Existing business metrics were designed for a world of concrete boundaries and fixed categories—a world that is slipping away day by day. Governments will have a keen interest in the development of metrics, as they struggle with regulation of these new entities. As boundaries between organizations blur, governments will have more trouble defining the entity that they are attempting to regulate. In the information economy, perhaps governments will recognize the essential role of “co-opetition” as an essential business strategy. For the dyad, we have the metaphor of marriage. For bureaucratic organizations, we have the metaphor of an army. What is the “similar” organization that will deliver insights about managing within a network? Perhaps the closest metaphor may be a migrating flock of birds. Thus, managers and researchers who want to understand the emerging face of technology-enabled business must come to grips with network concepts and their implications.

The return on trade show information (RTSI): a conceptual analysis

Purpose – The purpose of this paper is to analyze the need for developing a return on trade show information (RTSI) index; this index would be used to measure the impact of information gathered at trade shows on long‐term decision making within the organization. Also, the paper aims to suggest differences in how exhibitors and visitors perceive tangible versus intangible benefits that accrue as a result of utilizing new information acquired at trade shows.Design/methodology/approach – The paper utilizes a conceptual approach, employing the market orientation framework to develop a model for the return on trade show information (RTSI). It incorporates the acquisition, dissemination and utilization of new trade show information, suggesting that perceived information quality acts as a moderator in this relationship.Findings – The return on trade show information (RTSI) index describes both tangible and intangible benefits that accrue to the organization as a result of information acquired at trade shows. How...

Sales manager support: fostering emotional health in salespeople

Purpose – The purpose of this paper is to examine the role of sales manager support in promoting the subjective well‐being of salespeople as well as the function of the sales manager in cultivating positive, motivating and productive environments.Design/methodology/approach – An exploratory assessment of the relationship between sales manager support and emotional health in salespeople was conducted by interviewing sales professionals from diverse industries. The insight offered from these individuals, in conjunction with prior literature, provided the basis for the development of a conceptual model that elucidates the impact of sales manager support on the emotional well‐being of salespeople and subsequently salesperson effectiveness. The model was tested using 154 salespeople. Structural equation modeling was used to analyze the data.Findings – Results indicate that sales manager support is negatively related to emotional exhaustion and rumination, but positively associated with fostering positive worki...

The heart in organizational buying: marketers’ understanding of emotions and decision-making of buyers

Purpose n n n n nOrganizational buying behavior has often been treated as a rational activity, even though humans are involved in the decision-making. Human decision-making often includes a complex cadre of emotions and rationalizations. Subsequently, organizational buyers may not only be driven by logic, testing and facts, but also by emotions. The purpose of this paper is to investigate the role that emotions play in organizational buying behavior. n n n n nDesign/methodology/approach n n n n nIn-depth interviews were conducted with marketing decision-makers for one of the most valuable brands in the world. The role that emotions play in the behavior of organizational buyers is elucidated from the perspective of these marketing professionals. n n n n nFindings n n n n nEmotions are prevalent at all stages in the organizational decision-making process and various discrete emotions fuel action tendencies among buyers. Efforts are made by marketers to strategically manage the emotions buyers experience. n n n n nPractical implications n n n n nAlthough organizational buyers must see the functional value of a product or brand, companies need to consider ways in which brands can connect with buyers on an emotional and personal level. n n n n nOriginality/value n n n n nThis paper contributes to the literature by offering insights into which discrete or specific emotions are most prominent in organizational buying behavior and how the manifestation of these emotions impact decision-making at each stage in the buying cycle.

Into the Mind of the Seller: Using Neurophysiological Tools to Understand Sales Techniques

Neurophysiological recording techniques are helping provide marketers and salespeople with an increased understanding of their targeted customers. Such tools are also providing information systems researchers more insight to their end-users. These techniques may also be used introspectively to help researchers learn more about their own techniques. Here we look to help salespeople have an increased understanding of their selling methods by looking through their eyes instead of through the eyes of the customer. A preliminary study is presented using electroencephalography of three sales experts while watching the first moments of a video of a sales pitch to understand mental processing during the approach phase. Follow on work is described and considerations for interpreting data in light of individual differences.

Editorial on the role of emotions in B2B marketing

Purpose n n n n nThis special issue focuses on the influence that affect and emotions have in organizational, or B2B, buying behavior. n n n n nDesign/methodology/approach n n n n nN/A n n n n nFindings n n n n nN/A n n n n nOriginality/value n n n n nThis special issue is valuable to both buyer and seller organizations as it explores the complex cadre of emotions and rationalizations in a B2B decision-making process.

Occupational dream pursuit: decision making and consumption behaviors

Purpose n n n n nThe purpose of this study is to examine the stages involved in occupational dream pursuit (ODP). In this study, dreams are studied in the context of life-changing, occupational endeavors. The judgment and decision-making that fuels the process and the consumption motives that appear throughout the various stages of the journey are examined through the narratives of individuals living out their career-related dreams. n n n n nDesign/methodology/approach n n n n nOpen-ended interviews were conducted with individuals who were embarking on a life-changing career attainment experience. The narratives of these informants uncovered psychological, social and behavioral aspects of the dream pursuit process. n n n n nFindings n n n n nThrough the informants’ narratives, common themes emerged with respect to the ODP journey, and these themes offered a fluid interpretation of the stages involved in the dream pursuit process: revelation, inciting action, development, maintenance and evolution. At each stage, specific consumption motives and behaviors predominate. These themes, including the consumption, psychological and developmental processes that take place at each stage, are discussed through the narratives of the informants. n n n n nResearch limitations/implications n n n n nThis study highlights the role of positive emotions, personal growth, consumption motives and behaviors in ODP. n n n n nOriginality/value n n n n nDreams give individuals a sense of purpose and being. Although conventional wisdom acknowledges the importance of dream actualization, limited behavioral research has explored the nuances of ODP with regard to decision-making and consumption.