Needed B2B marketing capabilities: Insights from the USA and emerging Latin America

Roberto Mora Cortez*, Wesley Johnston*

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


Firms from all parts of the world are expanding operations globally in a turbulent economic context, requiring the understanding of nontraditional markets. Much attention has been focused on China and India, but researchers have neglected Latin America, a region economically as important as Germany, India, Japan, and South Korea. Latin America, as is true of many developed and emerging markets, has a strong presence of industrial − or business to business (B2B) − transactions. The configuration and convergence-divergence of marketing capabilities are relevant for the understanding of the globalization phenomenon. This study aims to examine B2B marketing capabilities of firms in Chile, Mexico and Peru (as Latin American countries), seeking conceptual issues in order to comprehend their business perspectives and contribute to the almost nonexistent body of research in this region. How do the results from Latin America compare with the USA? While the study shows directional convergence between Chile and Peru, there also is interesting divergence between all Latin American countries and the USA. The findings offer a portfolio of marketing topics that we believe are worthy of practitioner and academic consideration. We propose a model of convergence-divergence of B2B marketing capabilities across nations and state propositions for hypothesis testing.

Original languageEnglish
JournalInternational Business Review
Issue number3
Pages (from-to)594-609
Publication statusPublished - Jun 2018
Externally publishedYes


  • Business-to-business marketing
  • Configuration theory
  • Convergence-divergence
  • Emerging markets
  • Latin america


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