Individuals in B2B Marketing

Individuals in B2B Marketing - An introduction to the book

Maria Ivanova-Gongne, Lasse Torkkeli, Nikolina Koporcic, and Wilhelm Barner-Rasmussen

Part I. A contextualized individual

1. Selling to Startup Communities: Business-to-Business Marketing in Entrepreneurial Ecosystems

Philip T. Roundy and David A. Locander

2. The role of individuals as stakeholders in B2B marketing for sustainable innovation

Sajjad Vojdanian, Sina Mortazavi, Olli Kuivalainen, and Anisur Faroque

3. Making sense of disruption

Christina OEberg and Amie Gustafsson

4. Individuals and virtual distance in remote B2B relations

Heidi Myyrylaeinen, Lasse Torkkeli, and Susanne Durst

Part II. A sensemaking individual

5. Adapting in business relationships: A dialogical human approach

Jan-Ake Toernroos and Christopher J. Medlin

6. Sensemaking of business relationships in international small firms: the role of decision-makers' language background

Sazzad Talukder, Maria Ivanova-Gongne, and Wilhelm Barner-Rasmussen

7. Diasporic sensemaking- a perspective on international business relationships and diaspora business networks

Maria Elo

8. Rising to the challenge: A French baker's story of providing affordable organic food

Nathalie Touratier-Muller and Laurence Porteu de la Morandiere

Part III. An acting individual

9. Functions of personal relations in business relationship dynamics: Revisiting the Halinen and Salmi (2001) framework

Asta Salmi and Aino Halinen

10. The individual and decision-making amidst organizational sensemaking in business ecosystems

Anna-Greta Nystroem

11. The Role of Sensemaking in the Internationalization of B2B Companies

Nuo Wang and Daniela Corsaro

12. Nurturing Sustainable Growth in a Competitive Market: Case Study of MiTale

Natasha Skult and Nikolina Koporcic

13. Forging the Future: The Evolving Role of Individuals in B2B Marketing

Maria Ivanova-Gongne, Lasse Torkkeli, Nikolina Koporcic, and Wilhelm Barner-Rasmussen

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• Vendas e gestão do marketing
• Matemática e sistemas do negócio
• Economia
• Vendas e marketing
• Negócios internacionais

Business-to-business marketing;sensemaking;decision-making;B2B relationships;B2B;inter-organizational collaboration