Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2022 Annual


Bring Your B2B Customer into Your Strategy: How to Successfully Align Customer Strategy with Corporate Strategy
(A2022-107777)

Published: May 24, 2022

AUTHORS

Mehak Gandhi, University of St.Gallen

ABSTRACT

The sudden slowing down of thriving markets and the quick emergence of new opportunities for firms with their B2B customers can both happen at a rapid pace in times of uncertainty, making successful collaboration between a firm and its B2B customers increasingly important and creating the need for strategic alignment between the two firms. This research shows that strategic alignment between a firm and its B2B customer can be defined across three levels of strategic sensitivity or planning fit, leadership unity or execution fit and resource fluidity or resource fit. These levels further enhance corporate strategy planning as a dynamic capability by the sensing, seizing and transforming of opportunities with the B2B customer, thus integrating the customer’s strategy into a firm’s own corporate strategy.