This study explores the role of credit sales in the context of business-to-business marketing using publicly traded firm data from nine developed economies and the panel data methodology. The findings indicate that offering trade credit is not a substitute for traditional marketing; on the contrary, it complements it. As the need for marketing increases, firms offer more trade credit, and this is particularly the case for those with information asymmetry. Finally, liquidity-poor firms rely more on credit sales to support marketing. The findings overall suggest that firms, particularly the ones with information asymmetry, and lack of liquidity, can utilize trade credit in achieving marketing-related goals in a business-to-business setting.

本研究利用来自九个发达经济体的公开交易公司数据和面板数据方法，探讨了信贷销售在企业对企业营销背景下的作用。调查结果表明，提供贸易信贷不能替代传统营销；相反，它补充了它。随着营销需求的增加，公司提供更多的贸易信贷，对于那些信息不对称的公司来说尤其如此。最后，流动性匮乏的公司更多地依赖信贷销售来支持营销。调查结果总体表明，公司，尤其是信息不对称和缺乏流动性的公司，可以利用贸易信贷在企业对企业环境中实现营销相关目标。