Forging the future: The evolving role of individuals in B2B maketing

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

Forskningsoutput: Kapitel i bok/konferenshandlingKapitelVetenskapligPeer review

Sammanfattning

This chapter serves as a conclusion for the book. The authors provide a brief overview of previous literature on the topics that the three sections of the book encompass, namely, a contextualized individual, a sensemaking individual, and an acting individual. This chapter provides an understanding of individuals’ microfoundations in B2B marketing, illuminating their intricate role in shaping organizational success. Proposing future research avenues, this chapter advocates for exploring the cultural embeddedness of sensemaking and the co-construction of meanings in the B2B environment. It calls for understanding interactions within and outside traditional organizational boundaries. Lastly, amidst a volatile business environment, this chapter urges research on the intersection between emotions and decision-making during crises and disruptions.
OriginalspråkEngelska
Titel på värdpublikationIndividuals in B2B marketing: Sensemaking and action in context
RedaktörerMaria Ivanova-Gongne, Lasse Torkkeli, Nikolina Koporcic, Wilhelm Barner-Rаsmussen
FörlagRoutledge
Kapitel13
Sidor250-257
ISBN (elektroniskt)9781003388036
ISBN (tryckt)9781003388036
DOI
StatusPublicerad - 21 juni 2024
MoE-publikationstypA3 Del av bok eller annan forskningsbok

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