Guest editorial: Challenges and opportunities for increasingly turbulent times in business markets

Ruizalba, Jose L; Rodriguez-Molina, Miguel A; Da Silva Filipe Soares, Anabela

Abstract

Business-to-business (B2B) services marketing strategies have evolved at a rapid pace, as have the methodologies used in service marketing research (Keränen and Prior, 2020). However, the pandemic is still having a significant impact on business models around the globe and subsequently on research focus (Cortez & Johnston, 2020; de Jong et al. 2021). Covid-19 has substantially changed consumer habits and in some cases in very unexpected ways such as increasing consumption to an unprecedented level which considerably affected supply chains, in particular B2B service providers worldwide (Rosenbaum and Russell-Bennett, 2020; Becker & Jaakkola, 2020; Wengler et al, 2021). This meant that B2B strategies needed to adjust to sudden demand changes and consider their permanent effects on customer expectations.

• Journal Article Type: Editorial
• Acceptance Date: Oct 13, 2022
• Online Publication Date: Jan 20, 2023
• Publication Date: Jan 20, 2023
• Deposit Date: Oct 17, 2022
• Publicly Available Date: Feb 21, 2023
• Journal: Journal of Business and Industrial Marketing
• Print ISSN: 0885-8624
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 38
• Issue: 2
• Pages: 269-271
• DOI: https://doi.org/10.1108/JBIM-02-2023-603
• Keywords: editorial; Business-to-Business Marketing; Crisis Management
• Public URL: https://uwe-repository.worktribe.com/output/10091022
• Publisher URL: https://www.emerald.com/insight/content/doi/10.1108/JBIM-02-2023-603/full/html