B2B Market

The Internet is changing the transaction pattern of B2B markets. One of the major concerns of IT knowledge-based companies is how to take advantage of B2B online markets. These companies believe that the only possible strategy for entering these markets is to launch independent websites, and they are usually reluctant to enter these markets due to the requirements such as financial resources and skilled human resources. The literature showed that there were different strategies for entering these markets. This study aimed to identify the factors influencing the selection of B2B online market entry strategies in IT knowledge-based companies but given the complexity of choosing the right strategy, it is a complex and unstructured issue, with various stakeholders, both internal and external, involved. Therefore, due to this complexity and the strong role of the human factor in it, the methodology of soft systems methodology has been used. The results showed that the factors contributing to the selection of B2B online market entry strategies in IT knowledge-based companies included entry time, external beneficiaries' characteristics and needs, corporate resources, corporate control strategy, corporate IT capabilities, external beneficiaries' IT knowledge and motivation, and product.

Having a comprehensive view of digital marketing capabilities is essential for companies to survive in the revolutionized digital world. Specifically, in B2B commerce, is a game-changer, turning complex sales cycles into efficient that boost client engagement and drive rapid growth. Accordingly, the purpose of the present research is to design a model for developing digital marketing capabilities in B2B markets. Emphasizing B2B marketing, this research has adopted a qualitative approach. A model is developed through grounded - theory and in-depth semi-structured interviews with 12 experts of medical and industrial gases industry. The collected data has been analyzed with the three-step coding method and Nvivo10 software. The data has categorized into 6 main categories including; casual conditions (dominance of the Internet, development of international relations in B2B markets and digital marketing features), intervening conditions (manager's attitude and cooperation of different units of organization), contextual conditions (changing the way B2B customers choose suppliers and predominance of classic approach in B2Bmarkets), methods (e-mail marketing, website, etc.), consequences(customer retention and loyalty and increasing the growth rate of the organization) and main phenomenon (development of digital marketing capability in B2B market). This model provides a comprehensive mental framework for the managers of this field regarding the capabilities of digital marketing.