Forging the future : The evolving role of individuals in B2B marketing



: Ivanova-Gongne, Maria; Torkkeli, Lasse; Koporcic, Nikolina; Barner-Rasmussen, Wilhelm

: Ivanova-Gongne, Maria; Torkkeli, Lasse; Koporcic, Nikolina; Barner-RŠ°smussen, Wilhelm

: 2024

: Individuals in B2B Marketing : Sensemaking and Action in Context

: Routledge Studies in Marketing

: 250

: 256

: 978-1-032-48220-0

: 978-1-003-38803-6

DOI: https://doi.org/10.4324/9781003388036-17(external)

: https://www.taylorfrancis.com/chapters/edit/10.4324/9781003388036-17/forging-future-maria-ivanova-gongne-lasse-torkkeli-nikolina-koporcic-wilhelm-barner-rasmussen(external)


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 individualsā€™ 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.



Last updated on 2025-27-01 at 19:13