INDUSTRIAL AND SERVICES MARKETING STRATEGIES: conceptual framework to analyze the impacts of B2B relationship in CNC machines segment
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | GEPROS. Gestão da Produção. Operações e Sistemas |
Texto Completo: | https://revista.feb.unesp.br/gepros/article/view/2997 |
Resumo: | Purpose: The objective of this study is this propose a conceptual framework on the relationship between the strategic elements of services marketing and industrial marketing elements. Methodology/Approach: A multi-case study was conducted on four multinational manufacturer companies of machinery and equipment, leaders in the segment in which they operate, and 9 business customers, with full participation of 29 professionals. The research was developed analyzing the services’ marketing strategies and their impact on the relationship, commitment, trust, price, cooperation and brand value, from the perspective of manufacturers and client companies. Findings: The results showed that replacement items prices act directly on the relationship and the perception of the manufacturer's commitment to customers. Commitment and trust can be achieved through transparent and accurate communication, generating greater cooperation between the parties, which contributes to the long-lasting relationship. Research limitations: The limitations of this study are the reduced number of buyers, in addition to the difficulties of access to large factories. Practical implications: The study shows that the concepts of Marketing Strategies and Marketing B2B. This research proposes a framework on the relationship between the strategic elements of services marketing and industrial marketing elements. Originality/ Value: There are few academic studies that demonstrate the influence of marketing strategies services in industrial exchanges (B2B). This paper proposes a conceptual framework on the relationship between the strategic elements of marketing services and industrial marketing elements. |
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GEPROS. Gestão da Produção. Operações e Sistemas |
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INDUSTRIAL AND SERVICES MARKETING STRATEGIES: conceptual framework to analyze the impacts of B2B relationship in CNC machines segmentIndustrial and service marketing strategies: conceptual framework to analyze the impacts of B2B relationship in CNC machines segmentService Marketing Strategy; Product-Service System (PSS); B2B relations; Industrial Marketing.Service Marketing StrategyProduct-Service System (PSS)B2B relationsIndustrial MarketingPurpose: The objective of this study is this propose a conceptual framework on the relationship between the strategic elements of services marketing and industrial marketing elements. Methodology/Approach: A multi-case study was conducted on four multinational manufacturer companies of machinery and equipment, leaders in the segment in which they operate, and 9 business customers, with full participation of 29 professionals. The research was developed analyzing the services’ marketing strategies and their impact on the relationship, commitment, trust, price, cooperation and brand value, from the perspective of manufacturers and client companies. Findings: The results showed that replacement items prices act directly on the relationship and the perception of the manufacturer's commitment to customers. Commitment and trust can be achieved through transparent and accurate communication, generating greater cooperation between the parties, which contributes to the long-lasting relationship. Research limitations: The limitations of this study are the reduced number of buyers, in addition to the difficulties of access to large factories. Practical implications: The study shows that the concepts of Marketing Strategies and Marketing B2B. This research proposes a framework on the relationship between the strategic elements of services marketing and industrial marketing elements. Originality/ Value: There are few academic studies that demonstrate the influence of marketing strategies services in industrial exchanges (B2B). This paper proposes a conceptual framework on the relationship between the strategic elements of marketing services and industrial marketing elements.Purpose: The objective of this study is to propose a conceptual framework on the relationship between the strategic elements of service marketing and industrial marketing elements. Methodology/Approach: A multi-case study was conducted on four multinational manufacturing companies of machinery and equipment, leaders in the segment in which they operate, and nine business customers, with full participation of 29 professionals. The research was developed analyzing the services’ marketing strategies and their impact on the relationship, commitment, trust, price, cooperation and brand value, from the perspective of manufacturers and client companies. Findings: The results showed that replacement items prices act directly on the relationship and the perception of the manufacturer's commitment to customers. Commitment and trust can be achieved through transparent and accurate communication, generating greater cooperation between the parties, which contributes to the long-lasting relationship. Research limitations: The limitations of this study are the reduced number of buyers, in addition to the difficulties of access to large factories. Practical implications: The study explores the concepts of marketing strategies and marketing B2B. This research proposes a framework on the relationship between the strategic elements of service marketing and industrial marketing elements. Originality/ Value: There are few academic studies that demonstrate the influence of marketing strategies services in industrial exchanges (B2B). This paper developed a conceptual framework on the relationship between the strategic elements of service and industrial marketing elements, offering nine propositions for future studies. Keywords: Service Marketing Strategy; Product-Service System (PSS); B2B relations; Industrial Marketing.A Fundacao para o Desenvolvimento de Bauru (FunDeB)2023-12-26info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revista.feb.unesp.br/gepros/article/view/299710.15675/gepros.2997Revista Gestão da Produção Operações e Sistemas; v. 18 (2023)1984-2430reponame:GEPROS. Gestão da Produção. Operações e Sistemasinstname:Universidade Estadual Paulista (UNESP)instacron:UNESPenghttps://revista.feb.unesp.br/gepros/article/view/2997/1992Copyright (c) 2023 Ricardo Veloso Ribeiro, Éderson Luiz Piato, Márcio Lopes Pimenta, Marcelo Fodrahttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessVeloso Ribeiro, RicardoPiato, Éderson LuizLopes Pimenta, MárcioFodra, Marcelo2023-12-26T19:17:11Zoai:ojs.gepros.emnuvens.com.br:article/2997Revistahttps://revista.feb.unesp.br/geprosPUBhttps://revista.feb.unesp.br/gepros/oaigepros@feb.unesp.br||abjabbour@feb.unesp.br1984-24301809-614Xopendoar:2023-12-26T19:17:11GEPROS. Gestão da Produção. Operações e Sistemas - Universidade Estadual Paulista (UNESP)false |
dc.title.none.fl_str_mv |
INDUSTRIAL AND SERVICES MARKETING STRATEGIES: conceptual framework to analyze the impacts of B2B relationship in CNC machines segment Industrial and service marketing strategies: conceptual framework to analyze the impacts of B2B relationship in CNC machines segment |
title |
INDUSTRIAL AND SERVICES MARKETING STRATEGIES: conceptual framework to analyze the impacts of B2B relationship in CNC machines segment |
spellingShingle |
INDUSTRIAL AND SERVICES MARKETING STRATEGIES: conceptual framework to analyze the impacts of B2B relationship in CNC machines segment Veloso Ribeiro, Ricardo Service Marketing Strategy; Product-Service System (PSS); B2B relations; Industrial Marketing. Service Marketing Strategy Product-Service System (PSS) B2B relations Industrial Marketing |
title_short |
INDUSTRIAL AND SERVICES MARKETING STRATEGIES: conceptual framework to analyze the impacts of B2B relationship in CNC machines segment |
title_full |
INDUSTRIAL AND SERVICES MARKETING STRATEGIES: conceptual framework to analyze the impacts of B2B relationship in CNC machines segment |
title_fullStr |
INDUSTRIAL AND SERVICES MARKETING STRATEGIES: conceptual framework to analyze the impacts of B2B relationship in CNC machines segment |
title_full_unstemmed |
INDUSTRIAL AND SERVICES MARKETING STRATEGIES: conceptual framework to analyze the impacts of B2B relationship in CNC machines segment |
title_sort |
INDUSTRIAL AND SERVICES MARKETING STRATEGIES: conceptual framework to analyze the impacts of B2B relationship in CNC machines segment |
author |
Veloso Ribeiro, Ricardo |
author_facet |
Veloso Ribeiro, Ricardo Piato, Éderson Luiz Lopes Pimenta, Márcio Fodra, Marcelo |
author_role |
author |
author2 |
Piato, Éderson Luiz Lopes Pimenta, Márcio Fodra, Marcelo |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Veloso Ribeiro, Ricardo Piato, Éderson Luiz Lopes Pimenta, Márcio Fodra, Marcelo |
dc.subject.por.fl_str_mv |
Service Marketing Strategy; Product-Service System (PSS); B2B relations; Industrial Marketing. Service Marketing Strategy Product-Service System (PSS) B2B relations Industrial Marketing |
topic |
Service Marketing Strategy; Product-Service System (PSS); B2B relations; Industrial Marketing. Service Marketing Strategy Product-Service System (PSS) B2B relations Industrial Marketing |
description |
Purpose: The objective of this study is this propose a conceptual framework on the relationship between the strategic elements of services marketing and industrial marketing elements. Methodology/Approach: A multi-case study was conducted on four multinational manufacturer companies of machinery and equipment, leaders in the segment in which they operate, and 9 business customers, with full participation of 29 professionals. The research was developed analyzing the services’ marketing strategies and their impact on the relationship, commitment, trust, price, cooperation and brand value, from the perspective of manufacturers and client companies. Findings: The results showed that replacement items prices act directly on the relationship and the perception of the manufacturer's commitment to customers. Commitment and trust can be achieved through transparent and accurate communication, generating greater cooperation between the parties, which contributes to the long-lasting relationship. Research limitations: The limitations of this study are the reduced number of buyers, in addition to the difficulties of access to large factories. Practical implications: The study shows that the concepts of Marketing Strategies and Marketing B2B. This research proposes a framework on the relationship between the strategic elements of services marketing and industrial marketing elements. Originality/ Value: There are few academic studies that demonstrate the influence of marketing strategies services in industrial exchanges (B2B). This paper proposes a conceptual framework on the relationship between the strategic elements of marketing services and industrial marketing elements. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-12-26 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revista.feb.unesp.br/gepros/article/view/2997 10.15675/gepros.2997 |
url |
https://revista.feb.unesp.br/gepros/article/view/2997 |
identifier_str_mv |
10.15675/gepros.2997 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://revista.feb.unesp.br/gepros/article/view/2997/1992 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2023 Ricardo Veloso Ribeiro, Éderson Luiz Piato, Márcio Lopes Pimenta, Marcelo Fodra http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2023 Ricardo Veloso Ribeiro, Éderson Luiz Piato, Márcio Lopes Pimenta, Marcelo Fodra http://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
A Fundacao para o Desenvolvimento de Bauru (FunDeB) |
publisher.none.fl_str_mv |
A Fundacao para o Desenvolvimento de Bauru (FunDeB) |
dc.source.none.fl_str_mv |
Revista Gestão da Produção Operações e Sistemas; v. 18 (2023) 1984-2430 reponame:GEPROS. Gestão da Produção. Operações e Sistemas instname:Universidade Estadual Paulista (UNESP) instacron:UNESP |
instname_str |
Universidade Estadual Paulista (UNESP) |
instacron_str |
UNESP |
institution |
UNESP |
reponame_str |
GEPROS. Gestão da Produção. Operações e Sistemas |
collection |
GEPROS. Gestão da Produção. Operações e Sistemas |
repository.name.fl_str_mv |
GEPROS. Gestão da Produção. Operações e Sistemas - Universidade Estadual Paulista (UNESP) |
repository.mail.fl_str_mv |
gepros@feb.unesp.br||abjabbour@feb.unesp.br |
_version_ |
1800215698324062208 |