蹤獲扦夥厙

Introduction

Advances in Artificial Intelligence (AI) and Information Technologies (IT) have been raising the expectations in their potential for Business-to-Business contributions. At the same time, there is limited evidence for AI and IT impact (Acemoglu & Johnston, 2023; Ehret & Wirtz, 2017; Raisch & Krakowski, 2021). More generally, rationale and evidence suggest that usefulness and productivity of AI and IT in B2B applications resides on complementary investments in infrastructure, physical assets and human resources (Brynjolfsson et al., 2017; Iansiti & Lakhami, 2020). While there are some first explorative studies on the productivity of AI business applications, there is still lack of the antecedents, impact and boundary conditions of AI and IT applications in B2B.

The AI and IT challenge reflects a more general challenge long prevalent in B2B research: What are the conditions that render resources into value? Confined to its own premises, technology is a standardized resource that is available to all businesses and therefore offers no genuine contribution to innovation (Brynjolfsson, 2021). However, companies can and do succeed in their attempts to put technology into higher valued uses, as a growing range of scholars demonstrates with the study of resource integration activities.
This calls for a revisit the value concept in B2B marketing (蹤獲扦夥厙, 2017; Woodruff, 1997). Value is the key concept in marketing and plays a central role in key B2B concepts (Anderson & Narus, 1998; Eggert et al., 2019; Lindgreen & Wynstra, 2005; Lindgreen et al., 2012), in particular buyer-seller relationships (Ulaga & Eggert, 2006) or value cocreation in services (Huber & Kleinaltenkamp, 2020; MacDonald et al., 2016).

With this special issue we aim to offer room for research that (1) reveals insights into the productive use of technology in B2B markets, (2) strengthens our theoretical understanding of value in B2B markets, or (3) elucidates the interplay of value and technology in genuine B2B application fields, such as sales, customer relationship management, or innovation management.

List of Topic Areas

• What are the theoretical-philosophical underpinnings of the value concept in B2B contexts and their implications for B2B research?
• Given the ability to configure resource usage processes, what is the impact on the B2B customer experience or value determination? And what are the implications for B2B marketing processes?
• What is the role of sales in marketing interfaces and contexts that are increasingly shaped by digital agents and automated purchasing processes?
• What are the roles of organizations in the contexts of digital connected businesses?

Submissions Information

Submissions are made using ScholarOne Manuscripts. Registration and access are available泭.
Author guidelines must be strictly followed. Please see泭.
Authors should select (from the drop-down menu) the special issue title at the appropriate step in the submission process, i.e. in response to ������Please select the issue you are submitting to���.
Submitted articles must not have been previously published, nor should they be under consideration for publication anywhere else, while under review for this journal.

Key Deadlines

Opening date for manuscripts submissions:泭10/03/2025泭
Closing date for manuscripts submission:泭31/07/2025

Guest Editors

Michael Ehret, University of Graz, Austria,泭michael.ehret@uni-graz.at
Brian Rutherford, Kennesaw State University, USA,泭Bruther1@kennesaw.edu
Michaela Haase, Freie Universit瓣t Berlin, Germany,泭Michaela.Haase@fu-berlin.de
Pablo Cabanelas, University of Vigo, Spain,泭pcabanelas@uvigo.gal