Amrita School of Business Professor and Head, Dr. Kishore Pillai jointly with colleagues from USA and Denmark have published a paper on the implications of digitalization on business to business relationships. This paper was published on the European Journal of Marketing, an A* journal among the ABCD journal list.

With colleagues from Florida State University, University of Mississippi, USA and Arhus Universitet, Denmark, this study’s goal is to help focus scholarly attention on the implications of digitalization on B2B relationships.The authors find that the following areas are critically important to understanding future trends in digital marketing and B2B relationships: coopetition, value co-creation, B2B branding, servitization, innovation networks, relationship dynamics and power and trust.

The paper is titled “Digital Marketing and Business-to-business Relationships: A Close Look at the Interface and a Roadmap for the Future” and is part of Volume 54, Issue 6, of the journal.

Professor Kishore holds a Ph. D. from Florida State University and an MBA from IIM Calcutta. Previously, he held academic positions in several leading British universities, including full professorial appointments at the Bradford University School of Management and the Norwich Business School, University of East Anglia. His research focus is on consumer knowledge, social networks and retailing.

Cite:  Hofacker, C., Golgeci, I., Pillai, K. G., & Gligor, D. M. (2020). Digital Marketing and Business-to-business Relationships: A Close Look at the Interface and a Roadmap for the Future. European Journal of Marketing, Vol. 54, 6, 1161-1179. ABDC A*