ABSTRACT

Purpose

Providing B2B marketing with insights into the nascently explored generalized social exchange dimension paying it forward. Marketing is an ongoing exchange relationship of particular significance in the B2B context, where exchanges often are indirect. Therefore, understanding the generalized exchange mechanism paying it forward is important in order to derive value from it, both as a manager of marketing teams (intra-firm) and as a participant in inter-firm exchange relationships.

Methodology/Approach

By reviewing extant research, this conceptual paper provides a synthesis of paying it forward exchange, how it occurs and can be encouraged in the inter- and intra-firm B2B marketing contexts and proposes a researchable and practically applicable framework, as well as a series of researchable propositions.

Findings

Founded on the understanding that paying it forward is an extra-role behavior (i.e., not defined by a job description or contract) that occurs both within and between firms, this work presents a conceptual framework as well as a series of researchable propositions with regard to the benefits that can be derived from paying it forward behavior. The framework proposes four different modes (peer, partner, affiliation, and alliance) under which marketers can facilitate or participate in the paying it forward type of exchange. The dimensions of the framework are relational interdependence and the intra-and inter-firm settings. These different modes emerge naturally based on the type of interaction. Depending on the circumstances, an individual could operate in any of the four modes, however depending on mode they operate in there are different key considerations to focus on.

Originality/value

Makes contributions to literature by providing a synthesis of the generalized social exchange dimension paying it forward, drawing conclusions, and developing a comprehensive framework and researchable propositions for marketing related intra- and inter-firm paying it forward exchange behavior. Academics and practitioners benefit from understanding the value paying it forward may provide and improve the role marketers play in both facilitating and participating in this type of exchange, yet to date this behavior has received scant attention.

Practical implications

Provides practitioners a synthesis of paying it forward exchange and outlines why and how it is relevant in a B2B marketing context, how it can be encouraged and what managers need to know to make use of its advantages and avoid its pitfalls.

中文翻译：

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通过给予成长：在企业对企业营销中向前支付的作用

摘要

目的

为 B2B 营销提供对新兴探索的广义社会交换维度的洞察力。营销是在 B2B 环境中具有特殊意义的持续交换关系，其中交换通常是间接的。因此，无论是作为营销团队（公司内部）的经理还是作为公司间交换关系的参与者，了解支付它的广义交换机制对于从中获得价值都很重要。

方法论/方法

通过回顾现有的研究，这篇概念性论文提供了支付前向交换的综合，它是如何在公司间和公司内部的 B2B 营销环境中发生和鼓励的，并提出了一个可研究和实际适用的框架，以及一系列可研究的命题。

发现

基于这样的理解，即预付款是一种在公司内部和公司之间发生的角色外行为（即，不是由工作描述或合同定义），这项工作提出了一个概念框架以及一系列关于以下方面的可研究命题可以从支付它的前向行为中获得的好处。该框架提出了四种不同的模式（同行、合作伙伴、附属机构和联盟），在这些模式下，营销人员可以促进或参与向前支付的交换类型。该框架的维度是相关的相互依赖以及公司内部和公司间的设置。这些不同的模式会根据交互的类型自然而然地出现。根据具体情况，个人可以以四种模式中的任何一种模式进行操作，

原创性/价值

通过提供广义社会交换维度的综合，得出结论，并为营销相关的公司内部和公司间的支付前向交换行为开发一个全面的框架和可研究的命题，从而对文献做出贡献。学者和从业者受益于理解支付它的价值可以提供和改善营销人员在促进和参与此类交换方面所扮演的角色，但迄今为止，这种行为很少受到关注。

实际影响

为从业者提供支付前向交换的综合，并概述它在 B2B 营销环境中的相关性和相关性，如何鼓励它以及管理者需要知道什么以利用其优势并避免其陷阱。