Department of Business Development and Technology

Understanding demand and supply paradoxes and their role in business-to-business firms

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

Standard

Understanding demand and supply paradoxes and their role in business-to-business firms. / Gölgeci, Ismail; Karakas, Fahri; Tatoglu, Ekrem.

In: Industrial Marketing Management, 01.01.2019.

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

Harvard

APA

CBE

MLA

Vancouver

Author

Gölgeci, Ismail ; Karakas, Fahri ; Tatoglu, Ekrem. / Understanding demand and supply paradoxes and their role in business-to-business firms. In: Industrial Marketing Management. 2019.

Bibtex

@article{862c1bb295d44b2391f3d0d1b5a39e5b,
title = "Understanding demand and supply paradoxes and their role in business-to-business firms",
abstract = "In this paper, we explore paradoxes firms face when managing demand and supply activities and managers{\textquoteright} experience of coping with and transcending these paradoxes. Following an exploratory research approach and based on the analysis of interviews with executive managers, documents from, and observations of 19 business-to-business (B2B) firms, we develop empirically grounded propositions. We first find and explain three major demand and supply paradoxes, namely collaboration-competition, concord-conflict, and integration-differentiation. We then expand on the handling mechanisms B2B firms employ to respond to these paradoxes. We find that B2B firms that understand, balance, and transcend demand and supply paradoxes achieve greater synergy between demand and supply activities and leverage both demand and supply approaches as overarching guiding principles for their strategy. Our study informs B2B marketing and marketing strategy by exploring the nature and role of paradoxes that shape the relationships between demand and supply activities. In doing so, it also offers an empirical account of the discrepancy between the theory and practice of demand and supply integration.",
keywords = "Demand and supply activities, Demand-supply interface, Paradox, Qualitative research",
author = "Ismail G{\"o}lgeci and Fahri Karakas and Ekrem Tatoglu",
year = "2019",
month = jan,
day = "1",
doi = "10.1016/j.indmarman.2018.08.004",
language = "English",
journal = "Industrial Marketing Management",
issn = "0019-8501",
publisher = "Elsevier Inc.",

}

RIS

TY - JOUR

T1 - Understanding demand and supply paradoxes and their role in business-to-business firms

AU - Gölgeci, Ismail

AU - Karakas, Fahri

AU - Tatoglu, Ekrem

PY - 2019/1/1

Y1 - 2019/1/1

N2 - In this paper, we explore paradoxes firms face when managing demand and supply activities and managers’ experience of coping with and transcending these paradoxes. Following an exploratory research approach and based on the analysis of interviews with executive managers, documents from, and observations of 19 business-to-business (B2B) firms, we develop empirically grounded propositions. We first find and explain three major demand and supply paradoxes, namely collaboration-competition, concord-conflict, and integration-differentiation. We then expand on the handling mechanisms B2B firms employ to respond to these paradoxes. We find that B2B firms that understand, balance, and transcend demand and supply paradoxes achieve greater synergy between demand and supply activities and leverage both demand and supply approaches as overarching guiding principles for their strategy. Our study informs B2B marketing and marketing strategy by exploring the nature and role of paradoxes that shape the relationships between demand and supply activities. In doing so, it also offers an empirical account of the discrepancy between the theory and practice of demand and supply integration.

AB - In this paper, we explore paradoxes firms face when managing demand and supply activities and managers’ experience of coping with and transcending these paradoxes. Following an exploratory research approach and based on the analysis of interviews with executive managers, documents from, and observations of 19 business-to-business (B2B) firms, we develop empirically grounded propositions. We first find and explain three major demand and supply paradoxes, namely collaboration-competition, concord-conflict, and integration-differentiation. We then expand on the handling mechanisms B2B firms employ to respond to these paradoxes. We find that B2B firms that understand, balance, and transcend demand and supply paradoxes achieve greater synergy between demand and supply activities and leverage both demand and supply approaches as overarching guiding principles for their strategy. Our study informs B2B marketing and marketing strategy by exploring the nature and role of paradoxes that shape the relationships between demand and supply activities. In doing so, it also offers an empirical account of the discrepancy between the theory and practice of demand and supply integration.

KW - Demand and supply activities

KW - Demand-supply interface

KW - Paradox

KW - Qualitative research

UR - http://www.scopus.com/inward/record.url?scp=85052208653&partnerID=8YFLogxK

U2 - 10.1016/j.indmarman.2018.08.004

DO - 10.1016/j.indmarman.2018.08.004

M3 - Journal article

AN - SCOPUS:85052208653

JO - Industrial Marketing Management

JF - Industrial Marketing Management

SN - 0019-8501

ER -