Shifting Paradigms: A Qualitative Study of Transformative Marketing in B2B Mobility
(A2024-118093)

AUTHORS

Selina Strobel, Toulouse School of Management

ABSTRACT

Transformative marketing (TM) has gained significant attention in both academic and practitioner communities. Yet, there is scarcity related to empirical studies, particularly in the highly disruptive context of B2B mobility. Our work contributes to reducing this gap through a qualitative study capturing the perspective of 30 managers from 28 B2B mobility organizations. The methodology is based on in-depth, partly standardized expert interviews. Based on our results, we present a novel typology of four foundational TM strategies: reactive, evasive, dependent, and progressive strategies. We reveal that TM approaches are influenced by a firm’s market environment, also referred to as its business ecosystem, and its transformative resource gap (TRG) shaping the readiness for transformation. Finally, we provide insights into how a foundational strategy influences the subsequent measurement of TM success.