Purpose

Over the last five decades, business to business (B2B) marketing has evolved from a transactional model to a behavioral model. This evolution is a consequence of the rise in thoughts of managing customer journeys, services marketing and acknowledging value co-creation amongst stakeholders. The contemporary B2B marketing strategies of relationship, innovation, sustainability and digital marketing that emerge through the literature review are discussed to demonstrate how they add value to the competitive advantage of firms and facilitate co-creation between business partners to help design the customer journey. The purpose of the paper is to discuss how the apparel industry could implement the B2B marketing strategies highlighted and further suggests a framework of value co-creation. The framework shows the journey between business partners followed by the value propositions as service exchange through resource integration within the service ecosystem.

Design/methodology/approach

Through a review of the literature, the evolution of B2B marketing unveils the importance of services marketing and how the marketing strategies discussed add value to the services marketing, this is further explored with propositions of value co-creation between business partners. The propositions are based on the theory of service dominant logic, whereby, the partners in the service ecosystem co-create value from value propositions offered by the business partners in collaboration with supply chain innovation.

Findings

A framework is suggested in the context of the apparel industry that demonstrates the value propositions as a part of the B2B marketing strategy. Through resource integration and collaboration between the business partners, the value propositions in the form of services, are exchanged resulting in value co-creation that leads to the ultimate offering to the end customer.

Research limitations/implications

The service dominant logic theory and the supply chain innovation model are the basis of the framework, showing the value propositions made, are in collaboration between the firm and the supply chain partners. The value propositions in the form of services are exchanged as an outcome of resource integration amongst the business partners resulting in value co-creation which will aid apparel manufacturers differentiate their services and manage customer journeys better. The framework will be further researched through primary research to determine its rationality in the real-world context. The nature of the industry being fast paced, the literature will be outdated in a short span of time and with the vast growth, new strategies will need to be executed eventually.

Practical implications

The paper discusses how the apparel industry can move forward with the B2B marketing strategies highlighted through the literature review and further suggests a framework of value co-creation. This will aid apparel manufacturers to focus their marketing efforts in an era of services marketing and compete better globally with service offerings.

Social implications

The competitive advantage strategies and other key emerging themes of co-creation, value co-creation and customer journeys are highlighted and shows increasing importance to the survival of businesses in an era of service orientation and relationship marketing.

Originality/value

Through a critical literature review of B2B marketing strategies and with the use of theoretical models of service dominant logic and supply chain innovation, the conceptual paper proposes a framework by the authors that allows future research to analyse value co-creation in B2B marketing strategies for the apparel industry.

中文翻译：

---

B2B 战略在价值共创和服务管理兴起中的演变

目的

在过去的五年里，企业对企业（B2B）营销已经从交易模型演变为行为模型。这种演变是管理客户旅程、服务营销和承认利益相关者之间共同创造价值的思想兴起的结果。讨论了通过文献综述得出的关系、创新、可持续发展和数字营销等当代 B2B 营销策略，以展示它们如何为企业的竞争优势增加价值，并促进业务合作伙伴之间的共同创造，从而帮助设计客户旅程。本文的目的是讨论服装行业如何实施所强调的 B2B 营销策略，并进一步提出价值共创的框架。该框架展示了业务合作伙伴之间的旅程，以及通过服务生态系统内的资源整合进行服务交换的价值主张。

设计/方法论/途径

通过文献综述，B2B 营销的演变揭示了服务营销的重要性，以及讨论的营销策略如何为服务营销增加价值，并通过业务合作伙伴之间价值共同创造的主张进一步探讨了这一点。这些主张基于服务主导逻辑理论，即服务生态系统中的合作伙伴通过业务合作伙伴提供的价值主张与供应链创新合作共同创造价值。

发现

在服装行业的背景下提出了一个框架，该框架展示了作为 B2B 营销策略一部分的价值主张。通过业务合作伙伴之间的资源整合和协作，以服务形式交换价值主张，从而实现价值共同创造，从而为最终客户提供最终产品。

研究局限性/影响

服务主导逻辑理论和供应链创新模型是该框架的基础，表明所提出的价值主张是企业与供应链合作伙伴之间的协作。服务形式的价值主张作为业务合作伙伴之间资源整合的结果进行交换，从而实现价值共同创造，这将帮助服装制造商实现服务差异化并更好地管理客户旅程。该框架将通过初步研究进一步研究，以确定其在现实世界中的合理性。该行业的本质是快节奏，文献将在短时间内过时，并且随着巨大的增长，最终需要执行新的策略。

实际影响

本文讨论了服装行业如何通过文献综述强调的 B2B 营销策略向前发展，并进一步提出了价值共创的框架。这将帮助服装制造商在服务营销时代集中营销力度，并通过服务产品更好地进行全球竞争。

社会影响

竞争优势战略以及共同创造、价值共同创造和客户旅程等其他关键新兴主题得到强调，并显示出在服务导向和关系营销时代对企业生存的日益重要。

原创性/价值

通过对 B2B 营销策略的批判性文献回顾，并利用服务主导逻辑和供应链创新的理论模型，本文提出了作者的一个框架，允许未来的研究分析 B2B 营销策略中的价值共创服装行业。