B2B Marketing & Sales

This theme is dedicated to exploring marketing and sales in business-to-business (B2B) markets, with a focus on sustainability. Our key areas of study include value-based business, strategic sales management, and the complexities of global value networks.

Responsible faculty member:

Assistant Professor Mekhail Mustak

Specific topics

  • Sustainability and financial performance 
  • Pricing in business markets 
  • Servitization and solutions 
  • B2B branding 
  • Strategic sales management 
  • Global key account management and value networks
  • Service systems
  • Artificial intelligence
  • Sustainability

Impact on SDGs

9: Industry, innovation, and infrastructure
13: Climate action

 

Faculty, postdoctoral and doctoral reseachers 

Guesalaga, R., Gabrielsson, M., Rogers, B., Ryals, L., & Marcos Cuevas, J. (2018). Which resources and capabilities underpin strategic key account management? Industrial Marketing Management, 75, 160–172. https://doi.org/10.1016/j.indmarman.2018.05.006

Kramer, V., Krafft, M., & Storbacka, K. (2024). A configurational approach to understanding relationship characteristics in differing levels of servitization. Industrial Marketing Management, 117, 42-65. https://doi.org/10.1016/j.indmarman.2023.12.007

Mustak, M. (2019). Customer participation in knowledge intensive business services: Perceived value outcomes from a dyadic perspective.Industrial Marketing Management, 78, 76–87. https://doi.org/10.1016/j.indmarman.2017.09.017

Mustak, M., Ulaga, W., Grohmann, M., & von Wangenheim, F. (2023). Free-to-Fee Transformation of Industrial Services. Journal of Service Research, 26(1), 21–43. https://doi.org/10.1177/10946705211044022

Sarasvuo, S., Liljander, V., & Haahtela, K. (2023). Buyer perceptions of corporate brand extension attractiveness and fit in B2B services. Industrial Marketing Management, 115, 69–85. https://doi.org/10.1016/j.indmarman.2023.09.006

Storbacka, K. (2011). A solution business model: Capabilities and management practices for integrated solutions. Industrial Marketing Management, 40(5), 699–711. https://doi.org/10.1016/j.indmarman.2011.05.003

Storbacka Kaj, Polsa Pia and Sääksjärvi, Maria (2011) Solution Sales as a Multi-level and Cross-functional Process, Journal of Personal Selling and Sales Management, vol. 31, no. 1, pp. 37-58. 

Wirths, O., Tóth, Z., & Diaz Ruiz, C. (2024). Adversarial service networks: A study of service firms’ response to manufacturer-led servitization in aviation. Industrial Marketing Management, 119, 162-177.https://doi.org/10.1016/j.indmarman.2024.04.004

Latest

Events

06
Feb

Accounting for Sustainability: Dr. Mislav Radic

10:00
Online
10
Jun

Legal Conference: Navigating the New Corporate Landscape: Business, Sustainability and Security

08:00
Helsinki