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Which B2B thinker are you?

Author

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  • Heinz Herrmann
  • Sudhir Rana

Abstract

Despite its substantial economic contribution, the field of business-to-business (B2B) sales has been underrepresented in the academic sales and marketing (S%M) literature. Much of the published literature covers traditional, transaction-marketing-related topics. To identify recent trends in thinking, this descriptive study evaluated 201 contributions to the B2B S%M domain. A factor analysis revealed three dimensions across emerging themes: relationship selling, management of sales and tactical selling. The factor scores were then clustered into four schools of thought: transactionists, blue suiters, servants and partners. Such tandem clustering provides a generalisable approach for qualitatively exploring emerging themes through an iterative literature search and then quantitatively analysing theme patterns across authors to describe schools of thought in a taxonomy.

Suggested Citation

  • Heinz Herrmann & Sudhir Rana, 2020. "Which B2B thinker are you?," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 21(1), pages 45-62.
    • Handle: RePEc:ids:ijicbm:v:21:y:2020:i:1:p:45-62
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    Cited by:

    1. Avinash & T. Mallikarjunappa, 2020. "Informational Role of Open Interest and Transaction Volume of Options: A Meta-Analytic Review," FIIB Business Review, , vol. 9(4), pages 275-285, December.

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