Benchmarking business‐to‐business marketing practices in emerging and developed economies: Argentina compared to the USA and New Zealand

Jaqueline Pels · Roderick J. Brodie · Wesley James Johnston

40 citations0/0 files storedJournal of Business and Industrial Marketing

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Marketing and Advertising Strategies International Business and FDI Customer Service Quality and Loyalty

Abstract

This paper examines the marketing practices of Argentine business‐to‐business firms and compares them with the marketing practices of US and New Zealand firms. While the results show marked similarities in the practices for a certain proportion of Argentine firms, there are also some differences. Overall, Argentine firms tend to have lower use of information technology in marketing and a greater emphasis on face‐to‐face interaction. There is also a group of Argentine firms that operates in the traditional business environment where less emphasis is placed on marketing activity. Implications of these results for managers and academics are discussed.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1992The balanced scorecard : measures that drive performance 1992The balanced scorecard--measures that drive performance.1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1995Developing relationships in business networks 1992The Changing Role of Marketing in the Corporation 1998Market Orientation and Organizational Performance: Is Innovation a Missing Link?1993MARKOR: A Measure of Market Orientation

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