Purpose: This paper aims to examine how suppliers doing business with customers in emerging industrial markets can leverage their innovativeness to foster trust and commitment toward maximizing customer adoption behaviors. Design/methodology/approach: Based on commitment-trust theory, this research uses survey data collected from a large sample of Chinese business-to-business executives, which were then analyzed using three-stage least squares simultaneous estimation models and PROCESS. Findings: The results show that supplier innovativeness can help customers build trust in a supplier. Consequently, a reciprocal commitment is forged among customers that manifest in favorable adoption decisions, including a higher willingness to pay premium prices. Notably, this approach is beneficial when robust interfirm communications are difficult to establish. Originality/value: Innovation decisions in interfirm relationships are important for suppliers doing business in emerging markets. This is
Bedrock Markets launched their Strategic Marketing Reports, giving businesses measurable marketing objectives that retain current customers while generating leads for potential ones.
Also known as “How to Translate Content Marketing into Relationship Marketing” without using the big scary words that will make you run away from this post before you read it. Remember.
The League of American Orchestras has transformed its Leadership Team, led by President and CEO Simon Woods, in order to bring new voices to the organization and support a renewed focus on serving its more than 1,800 orchestra, institutional, and individual members.