Call for Papers
Special Issue of the Journal of Global Scholars of Marketing Science
GLOBAL BUSINESS-TO-BUSINESS MARKETING
The Journal of Global Scholars of Marketing Science is pleased to announce an upcoming
Special Issue on Global Business-to-Business Marketing. Business-to-business marketing
poses unique challenges. Unlike consumer marketing, both the buyer and the seller are likely
to be represented by a team of individuals, with differing experiences and educational backgrounds,
and often with conflicting goals. The buying process is likely to involve requests for formal
proposals and often will involve competitive bid pricing. Expensive business-to-business
products and services may be sold on the basis of life cycle pricing, in which the high price
may be offset by long-term savings throughout the life of the product. While the buying process
is usually characterized as more rational than the consumer buying process, emotions may still
drive some business-to-business decision making. All of these issues are more difficult if
the decisions involve radically new business products or services, and are doubly complex
if multiple countries are involved in the decisions as cultural differences will complicate matters.
The main objective of this special issue is to advance our understanding of business-to-business
marketing in the global context, as well as to develop a theoretical and managerial perspective
on how best to leverage global capabilities in business-to-business marketing. Topics will focus
on, but are not limited to, the following:
· How large firms with multiple global R&D or manufacturing sites organize their operations
for business-to-business marketing decisions (e.g., how do they decide which decisions are
made globally while others are made at the regional or local level).
· How firms with a global presence in the marketplace make strategic business-to-business
marketing decisions such as make or buy, supplier country selection, outsourcing manufacturing
or services, etc.
· How firms with a global presence in the marketplace make tactical business-to-business
marketing decisions (promotion, pricing, distribution, logistics, etc.), and how they decide
whether to adapt these decisions to customers in different global markets.
· How firms make decisions about global open innovation partners: how many to have, how
long the contract is, how the select the best global partner, how successful open innovations
have been, how difficulties between companies or cultures were overcome, etc.
· How firms compete against firms in the manufacture and distribution of business-to-business
goods and services.
· How B2B companies deal with the various marketing issues such as customer-supplier
relationship, B2B service, brand, B2B CSR, etc.
We encourage work that examines global business-to-business marketing in combination with empirical
data. However, conceptual manuscripts will also be considered. The co-editors of the special issue are
Anthony Di Benedetto of Temple University and Sang-Lin Han of Hanyang University. The deadline for
submitting your paper proposal (1,000 words) is March 31, 2015. Invitations for submitting a full paper
will be sent on April 15, 2015. The deadline for full papers is May 31, 2015. Proposal submissions
in MSWORD format should be e-mailed to tonyd@temple.edu.
Journal of Global Scholars of Marketing Science Homepage: www.tandfonline.com/rgam
Co-Editors of Special Issue of JGSMS on Global Business-to-Business Marketing
C. Anthony Di Benedetto, Temple University
Sang-Lin Han, Hanyang University
Correspondence Address:
Prof. C. Anthony Di Benedetto
Professor of Marketing and Supply Chain Management & Senior Washburn Research Fellow
Fox School of Business and Management
Alter Hall 523
Temple University
1801 Liacouras Walk
Philadelphia, PA 19122-6083
USA
Phone: 1 (215) 204-8147
Fax: 1 (215) 204-6237
E-mail: tonyd@temple.edu
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