Business-to-Business Marketing Perceptions: Customer Knowledge Management and Customer Engagement

Citation data:

Walden Dissertations and Doctoral Studies

Publication Year:
2016
Usage 1051
Downloads 808
Abstract Views 243
Repository URL:
https://scholarworks.waldenu.edu/dissertations/2495; https://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article=3598&context=dissertations
Author(s):
Lomas, Lorraine Marzilli
Publisher(s):
ScholarWorks
Tags:
B2B Competitive Advantage; Business-to-Business (B2B); Customer Knowledge Management; Marketing; Marketing Strategy; Organizational Psychology; Advertising and Promotion Management; Business
thesis / dissertation description
Abstract: Business-to-business (B2B) marketing involves several components including the marketing management decision-making process and the buying behaviors of the B2B clientele and the end users. Disregarding customer knowledge management (CKM) and inaccurate analysis of data cost companies billions of dollars per year. The objective of this exploratory single-case study was to develop an in-depth analysis of the problem that some marketing managers have limited knowledge of how to use CKM strategies to improve B2B customer engagement. The dynamic capabilities and technological opportunism theories comprised the study's conceptual framework. Data collection consisted of participant observations, member checking, and semistructured interviews with 4 Dallas-based, managers at various levels of responsibility within a single B2B company. The data analysis entailed using an adaptation of Giorgi's systematic text condensation and inductive coding techniques of reoccurring themes. The themes that emerged indicated a need to improve marketing strategies. These themes included developing a division wide marketing plan, devising a CKM tool, and initiating organization wide CKM protocols and training. Beneficiaries of this research are marketing managers, marketing practitioners, organizational strategy and policy makers, and students of business administration. Implications for social change include specifying the strategies that business leaders need to improve sustainability.