A3 Refereed book chapter or chapter in a compilation book
Forging the future : The evolving role of individuals in B2B marketing
Authors: Ivanova-Gongne, Maria; Torkkeli, Lasse; Koporcic, Nikolina; Barner-Rasmussen, Wilhelm
Editors: Ivanova-Gongne, Maria; Torkkeli, Lasse; Koporcic, Nikolina; Barner-Rаsmussen, Wilhelm
Publication year: 2024
Book title : Individuals in B2B Marketing : Sensemaking and Action in Context
Series title: Routledge Studies in Marketing
First page : 250
Last page: 256
ISBN: 978-1-032-48220-0
eISBN: 978-1-003-38803-6
DOI: https://doi.org/10.4324/9781003388036-17
Web address : https://www.taylorfrancis.com/chapters/edit/10.4324/9781003388036-17/forging-future-maria-ivanova-gongne-lasse-torkkeli-nikolina-koporcic-wilhelm-barner-rasmussen
This chapter serves as a conclusion for the book. The authors provide a brief overview of previous literature on the topics that the three sections of the book encompass, namely, a contextualized individual, a sensemaking individual, and an acting individual. This chapter provides an understanding of individuals’ microfoundations in B2B marketing, illuminating their intricate role in shaping organizational success. Proposing future research avenues, this chapter advocates for exploring the cultural embeddedness of sensemaking and the co-construction of meanings in the B2B environment. It calls for understanding interactions within and outside traditional organizational boundaries. Lastly, amidst a volatile business environment, this chapter urges research on the intersection between emotions and decision-making during crises and disruptions.
