Susanna Maurer
Title
Dr.
Last Name
Maurer
First name
Susanna
Email
susanna.maurer@unisg.ch
3 results
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Item type:Publication, Actor Roles, their Mental Models, and Influence in the Customer Buying Ecosystem of B2B2C Organizations(2025-05-30); This study explores the actor roles within the residential construction industry through the buying ecosystem lens to understand their mental models and influence dynamics. Building on the buying ecosystem lens, the theory of roles as resources, and qualitative insights from interviews with 63 actors, it develops a three-dimensional typology. This typology explains how the actors' roles navigate institutional settings, foster ecosystem well-being and advocate for consumer value. The findings reveal role ambiguities and highlight the critical interplay between actors and institutions in co-creating value. The research underscores a shift from competition to collaboration, offering theoretical insights by linking organizational buying literature and service-dominant logic. Managers are provided with strategies to align resources and enhance marketing strategies through improved understanding of ecosystem interdependencies and various actor roles in the buying ecosystem.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The development of B2B2C in marketing theory and practice: Conceptual foundations and qualitative insightsThis paper explores why more and more business-to-business companies take greater account of the end consumer in their business activities. Drawing on extant literature and in-depth interviews with marketing and sales executives from the construction industry, this study conceptualizes the business-to-business-to-consumer (B2B2C) business model and reveals the reasons for adopting a B2B2C model from a managerial perspective. The results contribute to extant literature in two ways. First, this study conceptualizes B2B2C from a managerial perspective, delineating it from related marketing terms. Second, it uncovers intra-organizational, strategic, consumer-oriented, technology-oriented, and external reasons for adopting a B2B2C model. It uncovers capturing market share in an increasingly digitalized environment as main reason. It is the first study to combine managerial insights with extant literature on indirect and multistage marketing and integrate it into the B2B2C literature.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Different Recipes for Success in B2B2C Organizations: The Case of the Residential Construction Industry(2024-09)Type:conference contribution