Transformative marketing has been heralded as the future of marketing. While the initial
catalyst for transformative marketing was the desire of customers for more meaningful …

The commitment-trust theory (CT theory) of relationship marketing ushered in a new
marketing paradigm that shifted attention from discrete transactions to establishing …

This paper focuses on the critical role of business-to-business (B2B) high-tech small and
medium-sized enterprises'(SMEs) dynamic capabilities and strategic agility during the …

Purpose This study aims to develop and test a process model of the effect of social media
use by business-to-business (B2B) salespeople on their value cocreation and …

Due to the severity and length of the COVID-19 pandemic, some businesses have failed
whereas others, including those in the same industry, have survived. Drawing on dynamic …

Previous research has proposed different determinants of the success and failure of
technological innovation in industrial networks. However, following the recent COVID-19 …

This paper develops a theoretical foundation for rethinking business performance in global
value chains amid the Covid-19 fallout. Specifically, we synthesize business performance …

We examine how individual characteristics of employees such as digital self-efficacy,
workforce agility, innovativeness, and commitment to change influence technological …

Expecting improvements in productivity and performance, organizations continue to invest
considerably in sales technology tools and platforms such as customer relationship …

Sales researchers have recognized the importance of salesperson social media use in
enhancing job outcomes. However, research that considers the influence of salesperson …