Werner Krings
Department of Marketing, College of Business, Framingham State University, Framingham, MA 01701, USA
Roger Palmer
Henley Business School, University of Reading, Greenlands, Advising Faculty of the Doctoral Program Marketing & Reputation, Henley-on-Thames, Oxfordshire RG9 3AU, UK
Michael J Harrison
Department of Marketing, College of Business, Framingham State University, Framingham, MA 01701, USA
Alessandro Inversini
Ecole hôtelière de Lausanne, HES-SO, University of Applied Sciences and Arts Western Switzerland, Route de Cojonnex 18, 1000 Lausanne 25, Switzerland
Purpose: The article examines the role of digital and, in particular, social media in business-to-business marketing in the international software industry. The authors responded to calls for empirical research on how these media impact buyer-vendor relationships and the conjunction of the marketing and sales processes, particularly the distribution of complex software solutions. This paper develops a digital framework and discusses the managerial consequences. Design/methodology/approach: The model arises by merging themes derived from literature, experts, and job descriptions. Mixed Methods included conducting semi-structured interviews across marketing, business development, and sales executives from buyers, vendors, and third parties of various industries, supplemented by a survey of 530+ executives. Findings: Multinational companies secure competitive advantage through agile business processes to improve buyer-vendor relationships in the digital era. Digital media enable vendors to interact continuously with buyers, gather intelligence, and foster mutually beneficial, trustworthy, long-term relationships. The objective is to prompt transactions and secure revenue streams. Research limitations/implications: The outcomes of this research center on North America, Western Europe (including the UK), and DACH (Germany-Austria-Switzerland), affecting the generalizability. Originality/value: The research is novel and bridges several gaps concerning industrial relationships in digitalization: it merges buyer, vendor, and third-party’s perspectives on an international scale. It provides deeper insights into existing and new relationships by identifying relevant digital/social media platforms, the underlying usage motivation, and fundamental B2B processes. Finally, it equips practitioners with metrics to improve performance.
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