Marketing Business-to-Business: Análise Da Produção Científica Brasileira De 2008 a 2018

Abstract

RESUMO Este estudo apresenta uma revisão da literatura brasileira sobre o marketing business-to-business (B2B) de 2008 a 2018. O método utilizado envolveu seleção do tópico de revisão, pesquisa na literatura, coleta, leitura e análise das publicações científicas de periódicos de nível maior ou igual a B2. Teoricamente, o B2B associou-se a seis temas: inovação, jornada do cliente e valor do relacionamento, análise de dados, aproveitamento de tecnologia, integração entre Marketing e Finanças e ecossistemas de mercados. No aspecto metodológico, predominaram pesquisas quantitativas, utilização de survey, cortes temporais transversais, uso de amostras não probabilísticas e coleta de dados via questionários/escalas. Empiricamente, as pesquisas se concentraram na jornada do cliente e valor do relacionamento. O estudo contribui ao evidenciar possibilidades de pesquisa e ao realizar um paralelo entre a produção brasileira e a internacional, a fim de traçar um panorama futuro para o estudo do marketing B2B.

A necessary discussion on consumer vulnerability: advances, gaps, and new perspectives

“…Like the classic article by Arnould and Thompson (2005) and the recent studies of Coda and Castro (2019), Demo, Fogaça and Costa (2018) and Kuzma, Doliveira and Silva (2017), we have reviewed the literature to identify how the concept of CV is treated. To Ferenhof and Fernandes (2016, p. 551), the review of the literature is "[...] the base for the identification of current scientific knowledge" and the "gaps to be explored in certain subjects" through a "[...] methodology [which] consists of a series of preestablished procedures" (Coda & Castro, 2019, p. 260).…”

“…We concentrated on the theoretical and empirical aspects, on the thematic analysis of the theoretical frameworks, objectives, conclusions and results, in a manner similar to the study performed by Coda and Castro (2019), and the critical evaluation of articles realized by Kuzma et al (2017). Our thematic analysis revealed three large perspectives in respect to vulnerability as described in Box 1.…”

Visual merchandising: Uma análise bibliométrica e proposta de pesquisas futuras

“…This research was conducted using the literature review method used by Coda and Castro (2019). Similarly, the present work sought to answer the following question: how are studies on visual merchandising characterized, in theoretical, methodological, and empirical aspects?…”

“…Similarly, the present work sought to answer the following question: how are studies on visual merchandising characterized, in theoretical, methodological, and empirical aspects? However, we sought not only to investigate the national literature as did Coda and Castro (2019) but also articles published in international journals. Bibliometrics consists of a statistical technique whose main objective is to measure scientific production indices in a given area or theme (Araújo, 2006).…”

“…The selected articles were analyzed with NVivo 12 Pro software, which a categorization was performed for the content of the articles, about the methodology adopted in the studies analyzed. After, an adaptation of the categorization developed by Coda and Castro (2019) was made, whose categories and subcategories are shown in Table 1. Such adaptation is justified considering that the subcategories were identified during the analysis of the 35 articles.…”