Gregor Pfajfar – författare

Focusing on the issue of power as the main building block of relationships between business buyers and sellers, this book explains the complex nature of power with its multidimensional and multi-directional character.

As a complex construct, inter-firm power is treated as a matter of perception as well as in terms of total and relative power. The book analyses extensively the issue of power asymmetry with its dynamics and its consequences for business-to-business (B2B) relationships, particularly analyzing the dynamic mechanism of power. Various theoretical domains or research streams regarding managing an asymmetrical business relationship by the weaker partner are also examined. Based on the studies of other scholars as well as on the authors'' own research, this book shows how weaker suppliers or buyers deal with high-power partners in business relationships and the approaches of more powerful parties to asymmetrical relationship development. Additionally, the book presents the specific nature of power in international B2B relationships, including its connection to culture and conflict, as well as how to handle power in managing export performance within international B2B relationships.

It is written for scholars and students who are interested in academic research concerning B2B marketing and B2B relationship marketing domains, specifically those who are interested in literature dealing with supply chain management, key account management, relationship portfolio management, distribution channel management and the network approach.

Focusing on the issue of power as the main building block of relationships between business buyers and sellers, this book explains the complex nature of power with its multidimensional and multi-directional character.

As a complex construct, inter-firm power is treated as a matter of perception as well as in terms of total and relative power. The book analyses extensively the issue of power asymmetry with its dynamics and its consequences for business-to-business (B2B) relationships, particularly analyzing the dynamic mechanism of power. Various theoretical domains or research streams regarding managing an asymmetrical business relationship by the weaker partner are also examined. Based on the studies of other scholars as well as on the authors'' own research, this book shows how weaker suppliers or buyers deal with high-power partners in business relationships and the approaches of more powerful parties to asymmetrical relationship development. Additionally, the book presents the specific nature of power in international B2B relationships, including its connection to culture and conflict, as well as how to handle power in managing export performance within international B2B relationships.

It is written for scholars and students who are interested in academic research concerning B2B marketing and B2B relationship marketing domains, specifically those who are interested in literature dealing with supply chain management, key account management, relationship portfolio management, distribution channel management and the network approach.

This book provides a systematic review of the marketing capabilities of exporting small and medium-sized enterprises (SMEs). It identifies key gaps in existing research and offers new directions for future exploration. With a focus on the capabilities required for successful exporting, the book develops a unified perspective on this fragmented yet critical area of study.

Readers will gain a deep understanding of SMEs’ internationalization processes, the challenges resource-constrained exporting SMEs face in global markets, and the marketing capabilities essential for their success. The book explores the definitions, taxonomies, and operationalizations of marketing capabilities, presenting a novel taxonomy that synthesizes diverse perspectives. Research findings provide insights into specific marketing capabilities, their antecedents, and their performance implications for exporting SMEs. Additionally, it highlights emerging themes and provides actionable directions for future research.

This book will serve as an essential resource for researchers and students in international marketing, international business and management, entrepreneurship, and family business studies. It will also be relevant for scholars applying resource-based views, dynamic capabilities, internationalization theories, and systematic review methods.

This book provides a systematic review of the marketing capabilities of exporting small and medium-sized enterprises (SMEs). It identifies key gaps in existing research and offers new directions for future exploration. With a focus on the capabilities required for successful exporting, the book develops a unified perspective on this fragmented yet critical area of study.

Readers will gain a deep understanding of SMEs’ internationalization processes, the challenges resource-constrained exporting SMEs face in global markets, and the marketing capabilities essential for their success. The book explores the definitions, taxonomies, and operationalizations of marketing capabilities, presenting a novel taxonomy that synthesizes diverse perspectives. Research findings provide insights into specific marketing capabilities, their antecedents, and their performance implications for exporting SMEs. Additionally, it highlights emerging themes and provides actionable directions for future research.

This book will serve as an essential resource for researchers and students in international marketing, international business and management, entrepreneurship, and family business studies. It will also be relevant for scholars applying resource-based views, dynamic capabilities, internationalization theories, and systematic review methods.