Click here to download

Author/s: Daniela Andreini, Giuseppe Pedeliento 
Year:  2013 Issue: Language: English 
Pages:  24 Pg. 73-96 FullText PDF:  520 KB
DOI:  10.3280/MC2013-001006
(DOI is like a bar code for intellectual property: to have more infomation:  clicca qui   and here 

If B2B and B2C should be considered distinct domains, is an ongoing debate in marketing research and practice. Recent contributions in the IMP group tried to solve this century old dichotomy. With this paper the authors contribute to this cultural debate showing the importance that product attachment plays in the B2B context. Through an exploratory survey on a sample of 514 Italian truck drivers the authors give evidences of the existence of a diffused feeling of product attachment. In a second study, an experiential phenomenological analysis suggests that the extended self is a suitable framework to describe truck possession and usage. This intimate relationship between user and product in a B2B context, has interesting implication for inter and intra- organizational processes and networks, as discussed in the final part of the paper.
Keywords: B2B, product attachment, extended self, truck, truck drivers, inter and intra- organizational relationships.

  1. Churchill G. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16 1: 64-73., 10.2307/3150876DOI: 10.2307/3150876
  2. Aaboen L., Dubois, A. and Lind F. (2011). Start-ups starting up – Firms looking for a network. The IMP Journal, 5, 1: 42-58.
  3. Arias Gómez T.G. and Acébron L.B. (2001). Postmodern approaches in business-tobusiness marketing and marketing research. Journal of Business & Industrial Marketing, 16, 1: 7-20., 10.1108/08858620110364431DOI: 10.1108/08858620110364431
  4. Arnould E.J. and Thompson C. J. (2005). Consumer culture theory (CCT): twenty years of research. Journal of Consumer Research, 31, 4: 237-249., 10.1086/426626DOI: 10.1086/426626
  5. Beaglehole E. (1932). Property: A Study in social psychology. New York: Macmillan
  6. Belk R.W. (1988). Possessions and the extended self. Journal of Consumer Research, 15, 2: 139-168., 10.1086/209154DOI: 10.1086/209154
  7. Bocconcelli R. and Håkansson H. (2008). External interaction as a means of making changes in a company: the role of purchasing in a major turnaround for Ducati. The IMP Journal, 2, 2: 25-37.
  8. Borghini S., Golfetto F. and Rinallo D. (2004). Using anthropological methods to study industrial marketing and purchasing: an exploration of professional trade shows. Proceedings of the 20th IMP Conference
  9. Borghini S., Carù A. and Cova B. (2010). Representing BtoB reality in case study research: challenges and new opportunities. Industrial Marketing Management, 39, 1: 16-24., 10.1016/j.indmarman.2008.05.006DOI: 10.1016/j.indmarman.2008.05.006
  10. Calder B.J. (1977). Focus groups and the nature of qualitative marketing research. Journal of Marketing Research, 14: 353-364., 10.2307/3150774DOI: 10.2307/3150774
  11. Cassia F. and Marino A. (2011). Business-to-business branding: continuities, discontinuities and unanswered questions. Mercati & Competitività, 1, 139-159.
  12. Ciabuschi F., Perna A. and Snehota I. (2012). Assembling resources when forming a new business. Journal of Business Research, 65, 2: 220-229., 10.1016/j.jbusres.2010.11.029DOI: 10.1016/j.jbusres.2010.11.029
  13. Cova B. and Salle R. (2000). Rituals in managing extra-business relationships in international project marketing: a conceptual framework. International Business Review, 9, 6: 669-685., 10.1016/S0969-5931(00)00026-3DOI: 10.1016/S0969-5931(00)00026-3
  14. Cova B. and Salle R. (2003). When IMP- Don Quixote tilts his lance against the Kotlerian windmills: BtoB marketing deeply changed during the last 25 years, BtoC marketing too. Proceedings of the 19th IMP Conference.
  15. Cova B. and Salle R. (2006). Questioning the BtoB/BtoC dichotomy: the contribution of the consumer culture theory. Proceedings of the 23rd IMP Conference
  16. Cova B. and Salle R. (2007). The industrial/consumer marketing dichotomy revisited: a case of outdated justification?. Journal of Business & Industrial Marketing, 23, 1: 3-11., 10.1108/08858620810841443DOI: 10.1108/08858620810841443
  17. Cova B., Ford D. and Salle R. (2009). Academic brands and their impact on scientific endeavor: the case of business market research and researchers. Industrial Marketing Management, 38, 6: 570-576., 10.1016/j.indmarman.2009.05.005DOI: 10.1016/j.indmarman.2009.05.005
  18. Coviello N.E. and Brodie R.J. (2001). Contemporary marketing practices of consumer and business-to-business firms: how different are they?. Journal of Business & Industrial Marketing, 16, 5: 382-400., 10.1108/08858620110400223DOI: 10.1108/08858620110400223
  19. Easton G. (1995). Case research as methodology for industrial networks; a realist apologia. Proceedings of the 11th IMP Conference
  20. Easton G. (2010). Critical realism in case study research. Industrial Marketing Management, 39, 1: 118-128
  21. Eurostat (2006). Competitiveness in EU road freight transport
  22. Fern E.F. and Brown J.R. (1984). The industrial/consumer marketing dichotomy: a case of insufficient justification. Journal of Marketing, 48, 2: 68-77., 10.2307/1251215DOI: 10.2307/1251215
  23. Ford D. (1990). Understanding Business Markets: Interactions, Relationships and Networks. London: Academic Press
  24. Ford D. (2011). IMP and service dominant logic: divergence, convergence and development. Industrial Marketing Management, 40, 2: 231-239., 10.1016/j.indmarman.2010.06.035DOI: 10.1016/j.indmarman.2010.06.035
  25. Ford D., Gadde L.E., Håkansson H. and Snehota I. (2011). Managing business relationships. Chichester: John Wiley & Sons
  26. Fournier S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24, 4: 343-353., 10.1086/209515DOI: 10.1086/209515
  27. Fredriksson P. and Gadde L.E. (2005). Flexibility and rigidity in customization and build-to-order production. Industrial Marketing Management, 34, 7: 695-705., 10.1016/j.indmarman.2005.05.010DOI: 10.1016/j.indmarman.2005.05.010
  28. Giddens A. (1984). The Constitution of Society. Outline of the Structuration Theory. Cambridge: Polity Press
  29. Goodman L. (1961). Snowball Sampling. Annals of Mathematical Statistics, 32, 245- 268., 10.1214/aoms/1177705148DOI: 10.1214/aoms/1177705148
  30. Grönroos C. (2011). Value co-creation in service logic: a critical analysis. Marketing Theory, 11, 3: 279-301., 10.1177/1470593111408177DOI: 10.1177/1470593111408177
  31. Gummesson E. (2003). All research is interpretive!. Journal of Business & Industrial Marketing, 18, 6-7: 482-492.
  32. Håkansson H. (1982). International Marketing and Purchasing of Industrial Goods: An Interaction Approach. John Wiley & Sons
  33. Håkansson H. and Snehota I. (1995). Developing Relationships in Business Networks. London: Thompson
  34. Håkansson H. and Waluszewski (2002). Managing Technological Development. IKEA. The Environment and Technology. Routledge: London., 10.4324/9780203217535DOI: 10.4324/9780203217535
  35. Håkansson H., Harrison D. and Waluszewski A. (2004). Introduction: Rethinking Marketing. In: Håkansson H., Harrison D. and Waluszewski A. (eds.), Rethinking Marketing, Developing a New Understanding of Markets, John Wiley & Sons., pp. 1-12.
  36. Håkansson H., Ford D., Gadde L.E., Snehota I. and Waluszewski A. (2009). Business in networks. Chichester: John Wiley & Sons
  37. Hietanen J., Sihvonen A., Pedeliento G., Tikkanen H., Parvinen P., Salo J. and Mattila P. (2011). Managerial storytelling: how we write up managerial and academic stories in b2b case study research. Proceedings of the 27th IMP Conference.
  38. Johnston W.J. and Bonoma T.V. (1981). The buying centre: structure and interaction patterns. Journal of Marketing, 45, 143-156., 10.2307/1251549DOI: 10.2307/1251549
  39. Kleine S.S. and Baker S.M. (2004). An integrative review of material possession attachment. Academy of Marketing Science Review. accessed March 2012,
  40. Kleine R., Kleine S. and Kernan J. (1993). Mundane consumption and the self: a social identity perspective. Journal of Consumer Psychology, 2, 3: 209-35., 10.1016/S1057-7408(08)80015-0DOI: 10.1016/S1057-7408(08)80015-0
  41. Kozinets R.V. (2012). Rise, cultural eyes, rise: culturalize!?. Mercati & Competitività, 2: 5-9., 10.3280/MC2012-002001DOI: 10.3280/MC2012-002001
  42. Lehmann D.R. and O’Shaughnessy J. (1974). Difference in attribute importance for different industrial products. Journal of Marketing, 38, 2: 36-42., 10.2307/1250195DOI: 10.2307/1250195
  43. Lehmann D.R. and Winer R. (2002). Product Management. New York: McGraw Hill.
  44. Lowe S. (2001). The ideational dynamics of cultural interaction and actor bonds. Proceeding 17th IMP-conference
  45. Lowe S., Ellis N. and Purchase S. (2008). Rethinking language in IMP research: networking processes in other words. Scandinavian Journal of Management, 24, 4: 295-307., 10.1016/j.scaman.2008.08.003DOI: 10.1016/j.scaman.2008.08.003
  46. Lusch R.F. and Vargo S.L. (2006). Service-dominant logic: reactions, reflections and refinements. Marketing Theory, 6, 3: 281-288., 10.1177/1470593106066781DOI: 10.1177/1470593106066781
  47. McCracken G. (1986). Culture and consumption: a theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of Consumer Research, 13, 1: 71-84., 10.1086/209048DOI: 10.1086/209048
  48. Metcalf L.E., Frear C.R. and Krishnan R. (1992). Buyer-seller relationships: an application of the imp interaction model. European Journal of Marketing, 26, 2: 27-46., 10.1108/03090569210010022DOI: 10.1108/03090569210010022
  49. Ministry of Transportations (2004). Indagine conoscitiva su 2.000 imprese che esercitano l’autotrasporto di cose per conto di terzi. Edited by Ipsos-Explorer on behalf of the Italian Ministry of Transportation, Rome
  50. Moisander J. and Valtonen A. (2006). Qualitative marketing research: a cultural approach. London: Sage Publications
  51. Peñaloza L. and Venkatesh A. (2006). Further evolving the new dominant logic of marketing: from services to the social construction of markets. Marketing Theory, 6, 3: 299-316., 10.1177/1470593106066789DOI: 10.1177/1470593106066789
  52. Rinallo. D and Golfetto F. (2006). Representing markets: the shaping of fashion trends by french and italian fabric companies. Industrial Marketing Management, 35, 7- 856-869., 10.1016/j.indmarman.2006.05.015DOI: 10.1016/j.indmarman.2006.05.015
  53. Rinallo D., Borghini S. and Golfetto F. (2010). Exploring visitor experiences at trade shows. Journal of Business & Industrial Marketing, 25, 4: 249-258., 10.1108/08858621011038207DOI: 10.1108/08858621011038207
  54. Schultz S.E., Kleine III R.E., Kernan J.B. (1989). These are a few of my favourite things: toward and explication of attachment as a consumer behaviour construct. Advances of Consumer Research, 16: 359-366.
  55. Sirgy J.M. (1982). Self-concept in consumer behavior: a critical review. Journal of Consumer Research, 9, 3: 287-300., 10.1086/208924DOI: 10.1086/208924
  56. Sirgy J.M. and Danes J.E. (1982). Self-image/product-image congruence models: testing selected models. In: Mitchell A. (ed.), Advances in Consumer Research vol. 9. Ann Arbor: Association for Consumer Research, pp. 556-561.
  57. Sirgy J.M. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13, 3: 195-206., 10.1016/0148-2963(85)90026-8DOI: 10.1016/0148-2963(85)90026-8
  58. Thompson C.J., Locander W.B. and Pollio H.R. (1989). Putting consumer experience back into consumer research: the philosophy and method of existential-phenomenology. Journal of Consumer Research, 16, 2: 133-146., 10.1086/209203DOI: 10.1086/209203
  59. Thompson C.J., Locander W.B. and Pollio H.R. (1990). The leaved meaning of free choice: an existential-phenomenological description of everyday consumer experiences of contemporary married women. Journal of Consumer Research, 17, 3: 346-361., 10.1086/208562DOI: 10.1086/208562
  60. Tian K. and Belk R.W. (2005). Extended self and possessions in the workplace. Journal of Consumer Research, 32, 2: 297-310., 10.1086/432239DOI: 10.1086/432239
  61. Vargo S.L. and Lusch R.F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68, 1: 1-17., 10.1509/jmkg. 10.1509/jmkg.
  62. Vargo S.L. and Lusch R.F. (2008). From goods to service(s): divergences and convergences of logics. Industrial Marketing Management, 37, 3: 254-259., 10.1016/j.indmarman.2007.07.004DOI: 10.1016/j.indmarman.2007.07.004
  63. Vargo S.L. (2009). Toward a transcending conceptualization of relationship: a servicedominant logic perspective. Journal of Business & Industrial Marketing, 24, 5-6: 373- 379.
  64. Vargo S.L. and Lusch R.F. (2011). It’s all B2B…and beyond: toward a systems perspective of the market. Industrial Marketing Management, 40, 2: 181-187., 10.1016/j.indmarman.2010.06.026DOI: 10.1016/j.indmarman.2010.06.026
  65. Visconti L.M. (2010). Ethnographic Case Study (ECS): Abductive modeling of ethnography and improving the relevance in business research. Industrial Marketing Management, 39, 1: 25-39., 10.1016/j.indmarman.2008.04.019DOI: 10.1016/j.indmarman.2008.04.019

Daniela Andreini, Giuseppe Pedeliento, in "MERCATI E COMPETITIVITÀ" 1/2013, pp. 73-96, DOI:10.3280/MC2013-001006


FrancoAngeli is a member of Publishers International Linking Association a not for profit orgasnization wich runs the CrossRef service, enabing links to and from online scholarly content