Business‐to‐Business Marketing

Abstract The study of business‐to‐business marketing is at the core of creating business value in interfirm relationship management. Business marketing has advanced from understanding the nature of interaction in a dyad relationship to complex and strategic collaboration among firms in a network of relationships such as in strategic alliances, business partnerships, and functional collaboration (e.g., new product development alliances, supply chains, research and development collaboration). Such complex networks of relationships may include intra‐ and interfirm interdependence of functions, and they can have implications for business exchange, relationship development, and performance outcomes. Managers must therefore manage interfirm relationships be it, business customers, suppliers, government agencies, or research institutes to fulfil specific business objectives. Insights from business marketing can help firms to create business value and opportunities through interaction and relationship management in the business network. This article provides a comprehensive overview of empirical evidence on the numerous challenges and strategies for business relationship development and management.