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    Journal of

    Business & Industrial Marketing

    Special issue on

    Business-to-business (B2B) marketing practices in India

    Introduction: Increasing importance of India in the global


    India, considered to be an emerging market, is also a prominent BRIC country

    (Brazil, Russia, India and China), and fast becoming an important hub of the global

    economy. Matloff (2004) cites a Gartner study, according to which 25 percent of all

    US IT jobs will be offshored by 2010, up from 5 percent today. It is likely that most of

    these offshored jobs will land up in India. Some industry pundits predict that, like the

    Japanese ziabatsu and the South Korean chaebols, India too may have its share of

    successful giants that accelerate her economic growth. Sheth and Sisodia (2006), in

    their path-breaking book Tectonic Shift: The Geoeconomic Realignment of

    Globalizing Markets, see the future fragmentation of the world into three main

    regional trading blocs: European/African; Asian with China and Japan as its centre;

    and US/North American with USA and India as allies.

    Learning from innovative Indian business-to-business market

    management practices

    In such a business environment, new and innovative business marketing practices

    are required. One of the most successful examples of innovative business

    marketing practices is that of India’s largest private sector steel manufacturer, Tata

    Steel, which launched a series of marketing innovations such as customer value

    management (CVM), retail value management (RVM), branding of steel, and many

    more, enabling the company to exit from the vicious downward spiral of

    commoditization of steel that was prevalent in India. Similarly, Tata Steel’s joint

    venture with India’s largest public sector steel giant, Steel Authority of India (SAIL),

    has resulted in the launch of an e-sourcing initiative called

    which is the largest B2B e-commerce platform in India. This joint venture also

    started an e-selling initiative that has resulted, among other things, in disintermediation

    and collecting statutory sales tax documents as well as receivables

    from buyers. It is well on its way to becoming a fully-fledged KPO (Knowledge

    Process Outsourcing) outfit, providing complete order generation and fulfilment

    services for the sales supply chain.

    The promise of the India-focused special issue of JBIM

    New B2B marketing practices should engender new B2B marketing theories, which,

    while originating from Indian practice and context, are expected to have wider

    applicability and relevance. Most B2B Marketing literature presents theories and

    models that are grounded in B2B marketing practices in developed countries, which

    are characterized by mature markets. Very little research has been carried out on

    the issues and challenges facing B2B marketers in different sectors in India. Many

    of these sectors are growing rapidly, taking up important positions in the global

    context as well.

    This India-focused special issue of JBIM seeks to highlight intriguing practices and

    resulting theory relating to B2B Marketing and Sales in some of the key industries in


    Indicative coverage of the India-focused special issue of JBIM

    Contributions to this special issue should fulfil one or more of the following


    . Papers could be from both academics and practitioners in B2B Marketing and


    . Papers that take an interdisciplinary perspective in understanding B2B Marketing

    and Sales in India

    . Papers presenting new theories or research about B2B Marketing and Sales

    practice in the Indian context

    . Papers covering any type of research paradigm including: case studies,

    qualitative research, quantitative analysis, conceptual and empirical research

    . Papers presenting rigorously validated qualitative studies that build new theories

    or provide a ‘‘really fresh perspective’’ in B2B Marketing and Sales that are

    relevant for India

    . Papers presenting case studies of not so celebrated firms in India, that show-case

    innovative Marketing and Sales practices.

    Papers that will not be appropriate for the special issue are:

    . Papers that are mere replication studies and/or based on validating existing

    theories in the Indian context.

    . Teaching cases.

    Indicative list of topics for developing the papers

    An indicative, though not exhaustive, list of suggested topics that would be suitable

    for this special issue would include:

    . Understanding and managing value in the B2B context in India

    . Managing buyer-seller relationships in the Indian market

    . Driving efficiency and effectiveness in B2B selling processes in India

    . Customer-centricity in B2B marketing processes in India

    . Role of buying centres in Indian B2B firms Research you can use

    Call for papers

    . Branding in B2B markets in India

    . Pricing issues in B2B buyer-seller relationships

    . Role of supply-chain and logistics in B2B marketing in India

    . Outsourcing/offshoring to India

    . Co-creation of value with B2B customers in India

    . Innovation and new product development for B2B customers in India

    . Segmentation practices in Indian B2B markets

    . Sales-marketing interface issues in industrial firms

    . Market orientation of B2B firms in India

    . Ethics in B2B marketing and sales

    . Marketing of green products and services in the B2B context

    . Influence of culture on B2B marketing

    . Tendering and purchasing processes in India

    . Online B2B marketing practices and innovations.

    Additional dimensions that the paper should address

    All contributions should have the following sections, in addition to the specific

    content of the paper:

    1. A section highlighting managerial implications, based on results from the

    application of the theories being presented.

    2. For the key ideas presented, a section explaining the relevance/applicability to a

    broader audience of practitioners/academics in other parts of the world.

    Process for the submission of papers

    Papers submitted must not have been published, accepted for publication, or

    presently be under consideration for publication with any other journal. Submissions

    should be approximately 6,000-8,000 words in length. Submissions to the Journal of

    Business & Industrial Marketing must be made using the ScholarOne Manuscript

    Central system. For more details, please visit

    and consult the author guidelines.

    A separate title page must be uploaded containing the title, author/s, and contact

    information for the author(s). Suitable articles will be subjected to a double-blind

    review. Hence authors should not identify themselves in the body of the paper.

    Deadlines for various stages of processing the papers

    Submission of first draft of paper: 31 December 2009.

    First review results: 31 March 2010.

    Submission of revised manuscripts (as applicable): 31 May 2010.

    Second review results (as applicable): 31 July 2010.

    Submission of accepted manuscripts in final form: 31 August 2010.

    Special issue expected: late 2010 or early 2011.

    Details for communication

    Please address all communication to the special issue Guest Editors:

    D.V.R. Seshadri, Visiting Faculty – Marketing Area, Indian Institute of Management

    Bangalore, Bannerghatta Road, Bangalore 560076, India



    Ramendra Singh, Doctoral Candidate (Marketing), Indian Institute of Management

    Ahmedabad, IIM Ahmedabad, Vastrapur, Ahmedabad 380015, India



    Matloff, N. (2004), ‘‘Globalization and the American IT worker’’, Communications of

    the ACM, Vol. 47 No. 11, pp. 27-9

    Sheth, J.N. and Sisodia, R.S. (2006), Tectonic Shift: The Geoeconomic

    Realignment of Globalizing Markets, Response Books, Sage Publications,

    New Delhi.

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