2023
DOI: 10.1108/jbim-03-2023-0180
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Not the way it used to be: B2B interactions in the era of ecosystems

Brandon Gustafson,
Nadia Pomirleanu,
Babu John-Mariadoss

Abstract: Purpose The COVID pandemic has prompted B2B and industrial marketing scholars to understand more about how external disruptions impact parties involved in B2B transactions. This paper aims to adopt an ecosystem perspective to conceptually classify the interactions between actors involved in B2B ecosystems. Design/methodology/approach This conceptual paper presents a framework across multiple levels of ecosystem interactions (at micro, meso and macrolevels) to illustrate how value cocreation and knowledge flo… Show more

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