BUSINESS-TO-BUSINESS MARKETING: BRAZILIAN SCIENTIFIC PRODUCTION FROM 2008 TO 2018

CODA, RENATO CALHAU; CASTRO, GUSTAVO HENRIQUE CARVALHO DE

doi:10.1590/S0034-759020190404

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ARTICLES • Rev. adm. empres. 59 (4) • Jul-Aug 2019 • https://doi.org/10.1590/S0034-759020190404 copy

BUSINESS-TO-BUSINESS MARKETING: BRAZILIAN SCIENTIFIC PRODUCTION FROM 2008 TO 2018

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

This study presents a literature review on Brazilian business-to-business (B2B) marketing from 2008 to 2018. The methods used included review topic selection, literature search, data collection and reading, and analysis of scientific periodical publications of a level greater than or equal to B2. Theoretically, B2B marketing has been associated with six themes: innovation, customer journey and relationship value, data analytics, harnessing technology, marketing/ finance interface & revenue growth, and industry context/ecosystem. In terms of methodology, quantitative research, survey utilization, cross-sections cuts, non-probability sampling, and use of questionnaire scales for data gathering have prevailed in this field. It was found that empirical research has mainly focused on customer journey and relationship value. This study contributes to existing literature by providing several future research possibilities; in addition, it draws a parallel between Brazilian and international scientific production on the topic to suggest an overview of future B2B marketing research.

KEYWORDS
Business-to-business; business-to-business marketing; customer relationship management; literature review; Brazilian production

Block	Categories	Subcategories	Analysis Technique
Theoretical	Objectives	-	Similarity
	Conceptual Framework	B2B associated themes	Thematic Analysis
	Nature	Theoretical or Theoretical-empirical	Count
Methodological	Approach	Quantitative or Qualitative or Both	Count
	Temporal Delimitation	Cross-sectional or Longitudinal	Count
	Research Method	Survey or Case Study or Quasi-Experiment	Count
	Sample	If quantitative approach: or Probabilistic or No Probabilistic. If qualitative approach: or Rigid or Flexible	Count
	Data Collection Techniques	Questionnaires and/or Interview and/or Focus Group and/or Observation and/or Field Diary and/or Reports	Count
	Analysis Techniques	Descriptive Statistics and/or Inferential Statistics and/or Content Analysis	Count
Empirical	Results and Conclusions	B2B associated themes	Thematic Analysis

Strata	Journal	Number
A2	Brazilian Administration Review	1
A2	Revista de Administração de Empresas	1
B1	Revista de Administração UFSM	1
	Revista Brasileira de Marketing	5
	Revista de Administração Mackenzie	1
	Revistas de Negócios	1
	Revista de Gestão da Tecnologia e Sistemas de Informação	1
B2	Revista Eletrônica de Gestão Organizacional	2
	Revista de Ciências Administrativas	1
	Revista de Administração da UNIMEP	1
	Revista de Administração Faces Journal	1
	Revista de Gestão e Projetos	1
	Revista Pensamento Contemporâneo em Administração	1

Authors	Conceptual Framework	Authors	Conceptual Framework
Borges and Botelho (2008)Borges, C. de M. B., & Botelho, D. (2008). Processo de escolha de bancos de imagens: Aplicação no marketing business-to-business. Revista Pensamento Contemporâneo em Administração (UFF), 2(2), 15-29. Recuperado de http://periodicos.uff.br/pca http://periodicos.uff.br/pca...	Buying organization decisions; virtual organization definitions	Silva, Araújo and Primo (2015)Silva, H., Araujo, M., & Primo, M. (2015). Antecedentes da retenção de clientes pós-falha e recuperação de serviços de tecnologia da informação em ambientes business-to-business. Revista de Gestão e Projetos, 6(3), 60-70. doi:10.5585/10.5585 https://doi.org/10.5585/10.5585...	Trust, commitment, change costs, and perceived value
Cozer, Toledo and Szafir-Goldstein (2008)Cozer, M. T. D. S., Toledo, G. L., & Szafir-Goldstein, C. (2008). Inter-organizational ties and total customer solution strategic positioning form Delta model: A research about dyad supplier-client on B2B. RAM-Revista de Administração Mackenzie, 9(7), 163-187. doi:10.1590/S1678-69712008000700008 https://doi.org/10.1590/S1678-6971200800...	Competitive positioning and strategic marketing; Delta model of network competitive positioning	Battaglia et al. (2015)Battaglia, D., Schimith, C. D., Marciano, M. A., Bittencourt, S. A., Diesel, L., Borchardt, M., & Pereira, G. M. (2015). Value added elements according to buyer companies in a B2B context. Brazilian Administration Review, 12(3), 229-249. doi:10.1590/1807-7692bar2015150005 https://doi.org/10.1590/1807-7692bar2015...	Analysis, value creation and delivery, value perception, and relationship
Troccoli (2010)Troccoli, I. R. (2010). Criação de valor em ambiente B2B: Uma revisão de modelos relevantes. Revista de Negócios, 15(1), 57-76. doi:10.7867/1980-4431.2010v15n1p57-76 https://doi.org/10.7867/1980-4431.2010v1...	Service-Dominant Logic (SDL) and Value Co-creation.	Silva, Paula, Moriguchi and Paula (2016)Silva, C. M. S., Paula, V. M. F. D., Moriguchi, S. N., & Paula, V. A. F. D. (2016). Mensuração da consciência de patrocínio em um evento B2B. Revista Brasileira de Marketing, 15(5), 669-682. doi:10.5585/remark.v15i5.3052 https://doi.org/10.5585/remark.v15i5.305...	Spontaneous and induced consumer memory, and sponsor-event association
Soares, Bortoluzzo and Barros (2012)Soares, G., Bortoluzzo, A. B., & Barros, H. M. (2012). Determinants of the choice of marketing channels by corporate clients: An analysis of the information technology sector. Journal of Information Systems and Technology Management, 9(3), 515-540. doi:10.4301/S1807-17752012000300005 https://doi.org/10.4301/S1807-1775201200...	Buyer relational attribute: loyalty; provider relational attributes: trust and importance; dyadic attributes: intimacy and exchange cost	Silva, Moriguchi and Lopes (2016)Silva, C. M. S., Paula, V. M. F. D., Moriguchi, S. N., & Paula, V. A. F. D. (2016). Mensuração da consciência de patrocínio em um evento B2B. Revista Brasileira de Marketing, 15(5), 669-682. doi:10.5585/remark.v15i5.3052 https://doi.org/10.5585/remark.v15i5.305...	Perceived value, satisfaction, trust, commitment, service quality, price, repurchase intention, reputation, alternatives search and word of mouth
Vieira, Pires and Galeano (2013)Vieira, V. A., Pires, D., & Galeano, R. (2013). Determinantes do desempenho empresarial e das vendas cruzadas no varejo. RAE-Revista de Administração de Empresas, 53(6), 565-579. doi:10.1590/S0034-759020130605 https://doi.org/10.1590/S0034-7590201306...	Needs understanding, sales direction, salesman locomotion profile, pressure or boss support, training and co-creation	Silva and Araújo (2016)Silva, H. C. C., & Araújo, M. A. V. (2016). Antecedentes do comprometimento calculativo de clientes de TI pós falha e recuperação de serviços em contextos B2B. Revista Eletrônica de Gestão Organizacional, 14(2), 343-354. doi:10.21714/1679-18272016v14n2.p343-354 https://doi.org/10.21714/1679-18272016v1...	Trust, provider dependency, fault severity, and calculative commitment
Almeida, Porto, Isidro-Filho and Coelho (2014)Almeida, M. I. S. D., Porto, R. B., Isidro-Filho, A., & Coelho, R. L. F. (2014). Impacto da extensão e interação de serviços nas vendas B2B: Uma investigação temporal na categoria de combustíveis. Revista Brasileira de Marketing, 13(5), 124-139. doi:10.5585/remark.v13i5.2733 https://doi.org/10.5585/remark.v13i5.273...	Dynamics between product and service: Service Provision Increase (ASO), Services Innovation (IS), Service-Dominant Logic (SDL)	Eberle, Milan and Toni (2017)Eberle, L., Milan, G. S., & Toni, D. D. (2017). Relações entre valor percebido, confiança e retenção de clientes: A comparação entre um modelo teórico e um modelo aninhado. Revista de Administração da UNIMEP, 15(2), 82-105. doi:10.15600/rau.v15i2.977 https://doi.org/10.15600/rau.v15i2.977...	Trust and perceived value
Fleury and Marques (2014)Fleury, F. A., & Marques, R. D. (2014). A conceptual framework towards understanding the relationship between a sport organization and its sponsors. Revista Ciências Administrativas, 20(2), 584-603. doi:10.5020/2318-0722.20.2.%25p https://doi.org/10.5020/2318-0722.20.2.%...	Trust between parties, commitment, bilateral communication, investment capacity, and objectives similarities	Spalenza, Ronchi and Pelissari (2017)Spalenza, A. S., Ronchi, F. A., & Pelissari, A. S. (2017). Satisfação e relacionamento B2B: Investigação da reciprocidade na relação entre médicos e planos de saúde no Espírito Santo. Revista de Administração da UFSM, 10(4), 124-139. doi:10.5902/1983465916323 https://doi.org/10.5902/1983465916323...	Importance-performance matrix
Brambilla and Dalmarco (2014)Brambilla, F., & Dalmarco, G. (2014). Management of customer relationship management (CRM) technological attributes in Brazil: A B2B relationship in the software-media development sector. Revista de Administração FACES, 13(4), 39-56. doi:10.21714/1984-6975FACES2014V13N4ART1860 https://doi.org/10.21714/1984-6975FACES2...	Data mining and salesforce automation facilities	Silva, Moriguchi and Lopes (2018)Silva, C. M. S., Moriguchi, S. N., & Lopes, J. E. F. (2018). A formação da percepção de valor para pequenos e médios consumidores B2B. Revista Brasileira de Marketing, 17(2), 204-219. doi:10.5585/remark.v17i2.3549 https://doi.org/10.5585/remark.v17i2.354...	Perceived value, quality, sacrifices, experience, satisfaction, and repurchase intention
Amaral, Junior, Pizzinatto and Pitombo (2015)Amaral, T. C. D., Junior, J. B. D. C., Pizzinatto, A. K., & Pitombo, T. C. D. D. T. (2015). Influências do comércio eletrônico B2B no processo de atendimento de pós-vendas no segmento de bens de capital: Estudo de caso em uma empresa representante de equipamentos pesados. Revista Brasileira de Marketing, 14(2), 223-236. doi:10.5585/remark.v14i2.2933 https://doi.org/10.5585/remark.v14i2.293...	Differentiation, post-sale, and e-commerce.	Frederico and Ferreira (2018)Frederico, E., & Ferreira, M. P. C. (2018). Determinantes da intenção de continuidade de relacionamento entre pequenos varejistas e seus fornecedores de materiais de construção hidráulicos. Revista Brasileira de Marketing, 17(2), 237-250. doi:10.5585/remark.v17i2.3619 https://doi.org/10.5585/remark.v17i2.361...	Trust, competence, honesty, and benevolence

Categories	Subcategories	Amount
Approach	Qualitative	4
	Quantitative	8
	Both	3
Temporal Delimitation	Cross-sectional	14
Temporal Delimitation	Longitudinal	1
Method	Survey	9
	Case Study	5
	Quasi-experiment	1
Quantitative Sample	Probabilistic	1
Quantitative Sample	Non-probabilistic	10
Qualitative Sample	Rigid	0
Qualitative Sample	Flexible	4
Data Collection Techniques	Questionnaires and Scales	10
	Interview Script	7
	Self-registration	1
	Observation	1
	Focus Group Script	1
Data Analysis Techniques	Descriptive Statistics	9
	Inferential Statistics	8
	Content Analysis	6
Total # of articles	-	15

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