دانلود رایگان مقاله لاتین خرید آنلاین گروه: بینش از دیدگاه B2B از سایت الزویر
عنوان فارسی مقاله:
خرید آنلاین گروه: برخی بینش از دیدگاه کسب و کار به کسب و کار
عنوان انگلیسی مقاله:
Online group buying: Some insights from the business-to-business perspective
سال انتشار : 2017
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بخشی از مقاله انگلیسی:
5. General discussion
Many businesses have tried to use OGB websites to market their corporate and product brands and bring in new customers, but not all have been satisfied with the outcomes received. This was evident across the three discovery-oriented studies carried out to accentuate the opportunities and challenges businesses may face when they engage in marketing exchanges on OGB websites. More specifically, as the sources of information used in the study moved closer to reflect the perceptions and experiences of business participants in OGB (i.e., from online articles written by business analysts [Study 1] to blog comments by business owners [Study 2] to open-ended survey responses by business participants in OGB [Study 3]), the opportunities and challenges naturally developed in a way that was acutely defined according to the different types of businesses in the marketplace. For example, the final study showed that the nature and profit margin of the business serve as useful proxies that contribute toward accentuating the specific peculiarities that businesses may confront in OGB more accurately. More important, the peculiarities identified were successfully triangulated across the studies (see Table 2), offering greater confidence in the rigor and trustworthiness of the qualitative findings. 5.1. Theoretical implications A recent influx of marketing research has explored the specific peculiarities of OGB, with a large majority of investigations assuming a consumer behavior perspective (e.g., Cheng & Huang, 2013a, 2013b; Lim, 2014a, 2014b, 2015, 2017; Lim & Ting, 2014; Shiau & Luo, 2012). The current research extends the literature on OGB by contributing insights from a B2B perspective using contingency theory. More specifically, the study finds that engaging in marketing exchanges through an OGB website offers businesses the opportunity to raise corporate and product brand awareness, gain an immediate pool of large groups of customers, expand the customer base, sell other products, contribute to better cash flow, encourage positive WOM, and increase sales during non-peak sales periods. However, doing so may also be challenging in terms of maintaining business profitability, managing costs, withstanding competition, obtaining support from OGB website operators, and managing customer expectations of continued discounts. More important, the study shows that market and operating conditions are likely to differ across business types, and thus the opportunities and challenges faced are less likely to be universal and may only be similar in a given type of operating environment (e.g., nature and profit margin of the business); this notion conforms to the theoretical propositions of contingency theory (Betts, 2003; Scott, 2003; Young et al., 2001). Thus, by demonstrating the usefulness of contingency theory in mapping the opportunities and challenges faced by businesses characterized by different operating environments that intend to participate in OGB, this study theoretically extends contingency theory as a mapping mechanism to outline the extant contribution of specified business models to different types of businesses. In doing so, this study also makes notable contributions to the extant literature on direct- and cross-selling, promotion, and customer awareness, acquisition, and retention strategies (Geiger & Turley, 2005; Richards & Jones, 2008; Sharma & Mehrotra, 2007; Zhang et al., 2013), specifically in terms of the opportunities and challenges of engaging in these marketing-related activities using a group buying agent for retailers of physical goods and service providers with low and high profit margins. The subsequent section translates these theoretical underpinnings into actionable recommendations and prescriptions to, hopefully, enhance business awareness, comprehension, and evaluation on the opportunities and challenges of engaging in promotional and sales activities via OGB websites.
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کلمات کلیدی:
5 creative techniques to gain customer insight | Smart Insights https://www.smartinsights.com/marketplace-analysis/.../creativecustomerinsight/ Feb 12, 2015 - At the Procter & Gamble Mason Business Center in Ohio, P&G set up a lab that takes customer discovery to a whole new level. At the oral health science 'Insight Suite,' a two-way mirror lets the company watch customers use products in a bathroom and a kitchen. Researchers can then note how users ... PwC Research and insights https://www.pwc.com/us/en/publications.html Research and insights. PwC's perspectives on issues that impact your business. The Global State of Information Security® Survey 2018 Strengthening digital society against cyber shocks ... The insight-driven organization - Deloitte https://www2.deloitte.com/insights/.../insight-driven-organization-insight-management... Aug 26, 2015 - That “something ? is most frequently a customer when we are talking about business insights, but it could also refer to a supplier, a financial event, or an ... Vriens called The Insights Advantage: Knowing How to Win, which offers an interesting perspective on the need to market and sell your insights if they ... Searches related to insights from the business-to-business perspective best b2b customer experience companies b2b customer service strategy business to business customer experience customer experience b2b examples b2b customer service best practices b2b customer experience strategy b2b customer experience case study b2b customer experience best practices
