Leadership and People in B2B Marketing

Naushaba Chowdhury (), Pravin Balaraman (), Jonathan Liu (), Ibrahim Sirkeci () and Jonathan A. J. Wilson ()
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Naushaba Chowdhury: University of the West of Scotland
Pravin Balaraman: University of the West of Scotland
Jonathan Liu: University of Wales
Ibrahim Sirkeci: International Business School
Jonathan A. J. Wilson: Regent’s University London

Chapter Chapter 10 in Essential B2B Marketing Strategies, 2025, pp 163-177 from Springer

Abstract: Abstract The B2B landscapeB2B landscape has changed over the years with the transition from transactional to behavioural aspects which has a direct impact on mindset, skillsSkills, and the social dimension of organizations. LeadershipLeadership and peoplePeople play an important role in the evolution of the business ecosystemBusiness ecosystem that thrives on concepts of relationships, collaborationCollaboration, customer centricityCustomer centricity, and service orientationService orientation. Whilst leadershipLeadership is a topic that has been widely covered by academics with conscious efforts from practitionersPractitioner, it is yet to be concluded which leadershipLeadership formula works best, however, the knowledge hub has been enriched with options to explore for better management of organizations. PeoplePeople are an integral part of the escalating service economyService economy in pursuing high qualityQuality customerCustomer interactions, providing solutions, engaging in service innovation behaviourInnovation behaviour, and building a service cultureService culture. The concepts of embarking on B2B partnershipPartnership journeys that allow valueValue creation through engaging in valueValue in use as opposed to the traditional thought of valueValue exchange have a significant contribution from the leadershipLeadership and employeesEmployees. This chapter addresses some of the contemporary concepts in leadershipLeadership and the importance of building the internal service cultureInternal service culture in alignment with the evolving B2B marketingB2B marketing landscape.

Date: 2025
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DOI: 10.1007/978-3-031-91104-0_10

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