Description
Book SynopsisIncludes 16 contributions that fill the mind with knowledge, skills, and insights useful for improving the executive's ability to do what needs to be done, such as: scan environments better to find the weak signals on breakthrough technologies; shifts in customers' attitudes and behaviors; and, changes in behaviors of suppliers and governments.
Table of ContentsCompetence-based business processes within industrial networks: a theoretical and empirical analysis (K. Alajoutsijarvi, H. Tikkanen). Studies on industrial marketing change processes: a theoretical review and suggestive framework (P. Andersson). Management of the market research client/agency relationship (R. Brennan). Qualitative methods in business studies (T. Damgaard et al.). Negotiating international industrial projects: MNCs vs. emerging markets (P.N. Ghauri). Global integration of marketing R&D: IBM's Haifa Research Laboratory and its 'webcutter' technology (M. Hortwich et al.). Using case studies for theory testing in business-to-business research: the development of a more rigorous case study methodology (W.J. Johnston et al.). Development of measures to assess customer perceived value in a business-to-business context (J. Lapierre). Methods of country risk assessment for international market-entry decision (J.B. Levy, E. Yoon). Judgmental heuristics in overseas vendor search evaluation: a proposed model of importer buying behavior (Neng Liang, R.L. Stump). Research on business-to-business barter in Australia (P.W. Liesch, D. Birch). Business marketing as 'politics': identifying and managing political buying situations (K.K.E. Moller). Portfolio of supplier-customer relationships (R. Salle et al.). Ingredient branding: perspectives and problems of brand development in business-to-business endorser relations (K. Theile, W. Burr). Integration of qualitative and quantitative research approaches in business-to-business marketing (G.A. Wuhrer, T. Werani).
