New research on the B2B customer journey
| Article | Aim/research questions | Method | Findings/contributions | Digitalization |
|---|---|---|---|---|
| Lassila et al. (2023) | The study examines the role of interaction in supporting value cocreation during prepurchase customer journey stages when selling professional B2B services | Qualitative, semistructured interview data collected from potential B2B customers | The study indicates that interaction plays a crucial role in prepurchasing stages of the customer journey | No focus on digitalization |
| Homburg and Tischer (2023) | (1) How can B2B customer journey management capability (CJMC) be conceptualized and operationalized? (2) What are the bright and dark sides of B2B CJMC? (3) Does B2B CJMC pay off? (4) When does B2B CJMC pay off? | Mixed-methods approach | B2B CJMC has an indirect effect on firm performance (i.e. return on sales) through two opposing mechanisms: customer loyalty and customer-related coordination costs | No focus on digitalization |
| Purmonen et al. (2023) | The study conceptualizes B2B customer journeys. It synthetizes the literature on customer journeys, B2B purchase processes and buying centers, as well as business relationships | Literature review | The study explicates the conceptual underpinnings and core elements of the B2B customer journey and provides a novel, customer-centric definition of the concept | No focus on digitalization |
| Rusthollkarhu et al. (2022) | The study analyzes how AI empowered tools and their functions help companies manage B2B customer journeys | Literature review, mapping of digital tools and identifying and analyzing AI functions in those tools | The study enriches understanding on the effects of AI in B2B customer journey management by identifying AI functions in the tools and analyzing their benefit for each customer journey management activity in certain phases of the journey | Focus on digitalization |
| Terho et al. (2022b) | The study conceptualizes digital content marketing (DCM) in B2B markets and pinpoints contingencies that affect its performance | A theories-in-use approach, building on 56 interviews with managers at 36 B2B companies | The study provides an actionable roadmap for effective implementation of DCM for managers in business markets | Focus on digitalization |
| Aim/research questions | Method | Findings/contributions | Digitalization | |
|---|---|---|---|---|
| The study examines the role of interaction in supporting value cocreation during prepurchase customer journey stages when selling professional B2B services | Qualitative, semistructured interview data collected from potential B2B customers | The study indicates that interaction plays a crucial role in prepurchasing stages of the customer journey | No focus on digitalization | |
| (1) How can B2B customer journey management capability (CJMC) be conceptualized and operationalized? (2) What are the bright and dark sides of B2B CJMC? (3) Does B2B CJMC pay off? | Mixed-methods approach | B2B CJMC has an indirect effect on firm performance (i.e. return on sales) through two opposing mechanisms: customer loyalty and customer-related coordination costs | No focus on digitalization | |
| The study conceptualizes B2B customer journeys. It synthetizes the literature on customer journeys, B2B purchase processes and buying centers, as well as business relationships | Literature review | The study explicates the conceptual underpinnings and core elements of the B2B customer journey and provides a novel, customer-centric definition of the concept | No focus on digitalization | |
| The study analyzes how AI empowered tools and their functions help companies manage B2B customer journeys | Literature review, mapping of digital tools and identifying and analyzing AI functions in those tools | The study enriches understanding on the effects of AI in B2B customer journey management by identifying AI functions in the tools and analyzing their benefit for each customer journey management activity in certain phases of the journey | Focus on digitalization | |
| The study conceptualizes digital content marketing (DCM) in B2B markets and pinpoints contingencies that affect its performance | A theories-in-use approach, building on 56 interviews with managers at 36 B2B companies | The study provides an actionable roadmap for effective implementation of DCM for managers in business markets | Focus on digitalization |
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