TY - JOUR
T1 - Building customisation capability in B2B marketing
T2 - the role of organisational capital
AU - Madhavaram, Sreedhar
AU - Hunt, Shelby D.
AU - Bicen, Pelin
N1 - Publisher Copyright:
© 2021 Westburn Publishers Ltd.
PY - 2021
Y1 - 2021
N2 - Building marketing capabilities is at the forefront of marketing strategy in B2B marketing. As customisation is key for creating unique value for B2B customers, the ability to customise market offerings is, or ought to be, an integral part of B2B marketing strategy. Based on the premise that different forms of organisational capital constitute important building blocks of customisation capability, in this research, we (i) differentiate customisation capability in B2B marketing from mass customisation capability, (ii) build our model from the customisation, capability, intellectual capital, structural capital, and cognitive capital literature streams, and (iii) test the model of building customisation capability using key informant from 161 marketing research firms. We conclude with a discussion of the implications of our research for customisation theory and practice, the limitations of our research, and a detailed explication of future research opportunities.
AB - Building marketing capabilities is at the forefront of marketing strategy in B2B marketing. As customisation is key for creating unique value for B2B customers, the ability to customise market offerings is, or ought to be, an integral part of B2B marketing strategy. Based on the premise that different forms of organisational capital constitute important building blocks of customisation capability, in this research, we (i) differentiate customisation capability in B2B marketing from mass customisation capability, (ii) build our model from the customisation, capability, intellectual capital, structural capital, and cognitive capital literature streams, and (iii) test the model of building customisation capability using key informant from 161 marketing research firms. We conclude with a discussion of the implications of our research for customisation theory and practice, the limitations of our research, and a detailed explication of future research opportunities.
KW - Building marketing capabilities
KW - capability theory
KW - cognitive capital
KW - customisation capability
KW - intellectual capital
KW - organisational capital
KW - structural capital
UR - http://www.scopus.com/inward/record.url?scp=85106040697&partnerID=8YFLogxK
U2 - 10.1080/0267257X.2021.1910858
DO - 10.1080/0267257X.2021.1910858
M3 - Article
AN - SCOPUS:85106040697
SN - 0267-257X
VL - 37
SP - 1409
EP - 1435
JO - Journal of Marketing Management
JF - Journal of Marketing Management
IS - 13-14
ER -