Article, Early Access, 2024

Developing a global B2B strategy for products and services management: practical guidance from the field

JOURNAL OF BUSINESS & INDUSTRIAL MARKETING, ISSN 0885-8624, 0885-8624, 10.1108/JBIM-02-2024-0109

Contributors

Cortez, Roberto Mora 0000-0002-2962-2159 (Corresponding author) [1] [2] [3] Lecaros, Roberto [4]

Affiliations

  1. [1] Georgia State Univ, Dept Mkt, Atlanta, GA 30302 USA
    2. [NORA names: United States; America, North; OECD];
  2. [2] Georgia State Univ, Dept Mkt, Atlanta, GA 30302 USA
    3. [NORA names: United States; America, North; OECD];
  3. [3] Univ Southern Denmark, Dept Entrepreneurship & Relationship Management, Kolding, Denmark
    4. [NORA names: SDU University of Southern Denmark; University; Denmark; Europe, EU; Nordic; OECD];
  4. [4] Global Mkt & Commercial Coordinat, ME Elecmetal, Santiago, Chile
    5. [NORA names: Chile; America, South; OECD]

Abstract

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Keywords

B2B marketing, Global offering, Internationalization, Marketing strategy, Product management

Data Provider: Clarivate

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