Cloud computing services represent a rapidly growing business-to-business (B2B) market,
but managers lack guidance on managing the customer journey for these complex digital …

In business-to-business settings, purchasing dominantly takes place within customer-
supplier relationships. Therefore, from a supplier perspective, it is important to understand …

Augmented reality (AR) and virtual reality (VR) are promising approaches that B2B
companies consider to be part of their customer experience management. However, this …

Purpose Existing research on customer journeys has tended to focus on the customer's
purchase decision-making and firm-controlled touchpoints, overlooking indirect touchpoints …

Customer journey design (CJD) has garnered significant attention among scholars and
practitioners due to the proliferation of digital products and platform technologies which …

The buying center is a signature theoretical concept in B2B marketing and in general
marketing research on organizational buying. It unveils interactions across organizations …

Purpose Customer experience management (CXM) and Innovation are two important
capabilities on which businesses compete today. However, research to date has not …

Purpose This paper aims to explore the challenges and opportunities faced by buying
centers in small and medium enterprises (SME) manufacturing companies in view of recent …

Purpose This study aims to explore how to overcome and address the loss of exploratory
innovation, thereby achieving greater success in exploratory innovation. This phenomenon …

This study explores the mediating role of knowledge capital repository and inter-firm
communication on the relationship between social media adoption by business-to-business …