Chapter 13 Implemented Strategies in Business-to-Business Contexts

Arch G. Woodside; Hugh M. Pattinson; David B. Montgomery

doi:10.1108/S1069-0964(2012)0000018018

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Advances in Business Marketing and Purchasing

ISSN: 1069-0964
Series editor(s): Professor Arch Woodside

Subject Area: Marketing

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Chapter 13 Implemented Strategies in Business-to-Business Contexts

Document Information:
Title:	Chapter 13 Implemented Strategies in Business-to-Business Contexts
Author(s):	Arch G. Woodside, Hugh M. Pattinson, David B. Montgomery
Volume:	18 Editor(s): Mark S. Glynn, Arch G. Woodside ISBN: 978-1-78052-576-1 eISBN: 978-1-78052-577-8
Citation:	Arch G. Woodside, Hugh M. Pattinson, David B. Montgomery (2012), Chapter 13 Implemented Strategies in Business-to-Business Contexts, in Mark S. Glynn, Arch G. Woodside (ed.) Business-to-Business Marketing Management: Strategies, Cases, and Solutions (Advances in Business Marketing and Purchasing, Volume 18), Emerald Group Publishing Limited, pp.323-355
DOI:	10.1108/S1069-0964(2012)0000018018 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Article type:	Chapter Item
Abstract:	This chapter documents the contributions in the business-to-business (B2B) marketing–buying literature that focus on implemented strategies in specific contexts. Research on implemented strategies often includes thick descriptions of how things actually get done over a period of weeks, months, or years including how decision makers make sense of situations, go about processing information, make choices, interact with other decision makers, participate in specific actions, and interpret events and outcomes. Research on implemented strategies favors “direct research” (Mintzberg, 1979) that includes multiple face-to-face interviews of the same and different participants in B2B processes over the course of days, week, months, or years. Direct research is inherently inductive theory-building and case-based data driven in its theory-empirical approach. Direct research includes applying a number of possible research methods and results in a number of advances in B2B implemented-strategy-in-context theory.