Journal of Business-to-Business Marketing ( IF 3.045 ) Pub Date : 2019-05-17 , DOI: 10.1080/1051712x.2019.1611069 Suraksha Gupta 1 , Michael Czinkota 2 , Sena Ozdemir 3
ABSTRACT
Purpose: This paper addresses to the research gap on the role played by a brand in creating value for business customers through the adoption of reverse channels by presenting a research agenda in the form of a conceptual framework. The research agenda discussed in this paper is based on the argument that a brand provides an assurance of the quality and functional capability of the products to new users of old products, delivers rational benefits to business customers, and strengthens the customer base of manufacturers.
Methodology/approach: A systematic literature review was conducted to develop propositions to develop deep insights into the role of a brand in creating value for business customers through the adoption of reverse channels.
Findings: Based on an extensive review of the literature, this study suggests that a brand can enhance customer equity, growth of the business customer and profits of the business customer by increasing in its efforts to influence the adoption of reverse-channels. Furthermore, the study proposes that an increase in the intention of a manufacturer to take on innovation in sustainability initiatives in its reverse logistics-based business process can increase the probability of the adoption of an approach towards reverse logistics.
Research implications: This research extends the arguments made in innovation in sustainability initiatives theory by linking its three dimensions, i.e. economic, social and environmental, to reverse logistics and channel activities, as a function of a closed-loop supply chain.
Practical implications: Synthesis of various theories discussed in this paper provides a theoretical toolbox that can guide manufacturers of brands to create value by generating profits and enhancing the growth of industrial firms.
Originality/value/contribution: Using a systematic review of the literature, this study contributes to the area of research by developing a novel theoretical understanding of the role of a brand in creating value for business customers through the adoption of reverse channels.
中文翻译:
通过反向渠道创新可持续发展倡议
摘要
目的:本文通过以概念框架的形式提出研究议程,解决了品牌在通过反向渠道采用为企业客户创造价值中所扮演的角色方面的研究差距。本文讨论的研究议程基于这样一个论点,即品牌为老产品的新用户提供了产品质量和功能能力的保证,为商业客户提供了合理的利益,并增强了制造商的客户基础。
方法论/方法:进行了系统的文献综述,以提出主张,以通过采用反向渠道来深入了解品牌在为企业客户创造价值中的作用。
调查结果:基于对文献的广泛回顾,该研究表明,品牌可以通过加大其对反向渠道的采用的力度来增强客户资产,业务客户的增长以及业务客户的利润。此外,研究建议,制造商在其基于逆向物流的业务流程中采取可持续性举措创新的意愿增加,可以增加采用逆向物流方法的可能性。
研究意义:这项研究通过将其三个维度(即经济,社会和环境)链接到逆向物流和渠道活动(作为闭环供应链的功能),从而扩展了可持续性倡议理论中创新的观点。
实际意义:本文讨论的各种理论的综合提供了一个理论工具箱,可以指导品牌制造商通过产生利润和促进工业公司的增长来创造价值。
原创性/价值/贡献:通过对文献的系统回顾,本研究通过对品牌在通过采用反向渠道为企业客户创造价值中的作用的新颖理论理解,从而为研究领域做出了贡献。