Developing a global B2B strategy for products and services management: practical guidance from the field

Abstract

Purpose

This study aims to examine the challenges of developing a global business-to-business (B2B) offering from an emerging economy (Chile) during an internationalization endeavor. This study analyzes the development and management of an offering evolving from local to global.

Design/methodology/approach

The data were collected via an in-depth interview (105 min).

Findings

The interviewee presented a mixed of interesting marketing and/or marketing-related decisions (e.g. marketing–sales interface and marketing capabilities development) that support the internationalization of a firm and consequently its offering.

Research limitations/implications

The data represent a practical, ongoing rationalization of the events perceived by a manager. New theory can emerge from further exploring identified research opportunities.

Practical implications

The findings suggest that an emerging economy firm can gradually transition toward a multinational condition by coordinating a series of marketing and/or marketing related decisions, where the CMO (i.e. maximum marketing authority in the organization) plays an essential role.

Originality/value

This study brings the voice of practitioners to an academic environment and serves as an innovative effort to analyze B2B practitioners’ reality from a scholarly perspective. To the best of the authors’ knowledge, this study is the first one of the new series “Practitioners Insights” in the Journal of Business and Industrial Marketing.

Citation

Mora Cortez, R. and Lecaros, R. (2024), "Developing a global B2B strategy for products and services management: practical guidance from the field", Journal of Business & Industrial Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JBIM-02-2024-0109