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CABS: a conceptual model for context-aware B2B sales applications

Beth Rogers (Portsmouth Business School, University of Portsmouth, Portsmouth, UK)
Lillian Clark (Portsmouth Business School, University of Portsmouth, Portsmouth, UK)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 14 March 2016

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Abstract

Purpose

This paper aims to propose a conceptual model that will guide development of mobile applications to support value-added business-to-business (B2B) sales activities.

Design/methodology/approach

The paper reviews the concepts of context-aware applications and context-marketing, then examines B2B selling and the creation of value, utilizing Terho’s model of value-based selling, and presenting the potential role of context-aware B2B selling in creating value. Terho’s model is then combined with a taxonomy of context modeling to produce step-by-step a conceptual model for developing context-aware B2B sales applications (CABS).

Findings

By mapping the context-aware application development taxonomy against each stage of Terho’s “value-based selling” model, the CABS model is proposed. This model provides a platform for the B2B salesforce, their customers and information technology (IT) staff to work together in developing requirements and prototypes for mobile B2B context-aware applications.

Research limitations/implications

The CABS model would require empirical testing to assess its viability and suitability. This would initially be done via focus groups in targeted sales organizations.

Practical implications

The CABS model could utilized by sales staff and their customers to develop requirements for mobile context-aware applications to support B2B activity. In addition, the CABS model could be utilized in joint application design processes to enable sales and IT staff to work together in developing prototype mobile applications.

Originality/value

While context-aware applications are beginning to transform business-to-sale (B2C) sales activities, it is clear that B2B sales could also benefit from these types of applications, but little progress has been made in understanding or developing their potential. The CABS model enables B2B sales staff and their customers to recognize these benefits and facilitate working with IT staff in defining requirements and developing prototypes.

Keywords

Citation

Rogers, B. and Clark, L. (2016), "CABS: a conceptual model for context-aware B2B sales applications", Journal of Research in Interactive Marketing, Vol. 10 No. 1, pp. 50-66. https://doi.org/10.1108/JRIM-03-2015-0023

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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