Marketing role in B2B settings: evidence from advanced, emerging and developing markets

Roberto Mora Cortez*, Wesley Johnston

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


Purpose: The purpose of this study is to examine predicted business-to-business (B2B) marketing capabilities for the next three to five years by companies in advanced, emerging and developing economies. Findings: The authors identify the prevalent marketing capabilities in industrial companies operating in an advanced economy (USA), two emerging economies (Chile and Peru) and one developing economy (Bolivia), consolidating the themes in firms’ orientations. The study offers a taxonomy of the marketing role in different stages as per country development. Design/methodology/approach: Qualitative approach based on grounded theory. Originality/value: This manuscript contributes to the understanding of B2B marketing across different levels of market development. The authors offer theoretical and practical implications regarding the paradigms reigning the role of marketing. The coding scheme emerging from the data illustrates how companies and markets evolve in a two-way interaction.

Original languageEnglish
JournalJournal of Business and Industrial Marketing
Issue number3
Pages (from-to)605-617
Publication statusPublished - Apr 2019
Externally publishedYes


  • Business environment
  • Emerging markets
  • Latin America
  • Marketing capabilities
  • Qualitative research


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