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· 분류 : 외국도서 > 경제경영 > 의사결정/문제해결
· ISBN : 9781032482361
· 쪽수 : 276쪽
· 출판일 : 2025-12-26
목차
Individuals in B2B Marketing ? An introduction to the book
Maria Ivanova-Gongne, Lasse Torkkeli, Nikolina Koporcic, and Wilhelm Barner-Rasmussen
Part I. A contextualized individual
1. Selling to Startup Communities: Business-to-Business Marketing in Entrepreneurial Ecosystems
Philip T. Roundy and David A. Locander
2. The role of individuals as stakeholders in B2B marketing for sustainable innovation
Sajjad Vojdanian, Sina Mortazavi, Olli Kuivalainen, and Anisur Faroque
3. Making sense of disruption
Christina Oberg and Amie Gustafsson
4. Individuals and virtual distance in remote B2B relations
Heidi Myyrylainen, Lasse Torkkeli, and Susanne Durst
Part II. A sensemaking individual
5. Adapting in business relationships: A dialogical human approach
Jan-Ake Tornroos and Christopher J. Medlin
6. Sensemaking of business relationships in international small firms: the role of decision-makers’ language background
Sazzad Talukder, Maria Ivanova-Gongne, and Wilhelm Barner-Rasmussen
7. Diasporic sensemaking- a perspective on international business relationships and diaspora business networks
Maria Elo
8. Rising to the challenge: A French baker’s story of providing affordable organic food
Nathalie Touratier-Muller and Laurence Porteu de la Morandiere
Part III. An acting individual
9. Functions of personal relations in business relationship dynamics: Revisiting the Halinen and Salmi (2001) framework
Asta Salmi and Aino Halinen
10. The individual and decision-making amidst organizational sensemaking in business ecosystems
Anna-Greta Nystrom
11. The Role of Sensemaking in the Internationalization of B2B Companies
Nuo Wang and Daniela Corsaro
12. Nurturing Sustainable Growth in a Competitive Market: Case Study of MiTale
Natasha Skult and Nikolina Koporcic
13. Forging the Future: The Evolving Role of Individuals in B2B Marketing
Maria Ivanova-Gongne, Lasse Torkkeli, Nikolina Koporcic, and Wilhelm Barner-Rasmussen
