Industrial and service marketing strategies: conceptual framework to analyze the impacts of B2B relationship in CNC machines segment




Service Marketing Strategy, Product-Service System (PSS), B2B relations, Industrial Marketing


Purpose: The objective of this study is to propose a conceptual framework on the relationship between the strategic elements of service marketing and industrial marketing elements.

Methodology/Approach: A multi-case study was conducted on four multinational manufacturing companies of machinery and equipment, leaders in the segment in which they operate, and nine business customers, with full participation of 29 professionals. The research was developed analyzing the services’ marketing strategies and their impact on the relationship, commitment, trust, price, cooperation and brand value, from the perspective of manufacturers and client companies.

Findings: The results showed that replacement items prices act directly on the relationship and the perception of the manufacturer's commitment to customers. Commitment and trust can be achieved through transparent and accurate communication, generating greater cooperation between the parties, which contributes to the long-lasting relationship.

Research limitations: The limitations of this study are the reduced number of buyers, in addition to the difficulties of access to large factories.

Practical implications: The study explores the concepts of marketing strategies and marketing B2B. This research proposes a framework on the relationship between the strategic elements of service marketing and industrial marketing elements.

Originality/ Value: There are few academic studies that demonstrate the influence of marketing strategies services in industrial exchanges (B2B). This paper developed a conceptual framework on the relationship between the strategic elements of service and industrial marketing elements, offering nine propositions for future studies.

Keywords: Service Marketing Strategy; Product-Service System (PSS); B2B relations; Industrial Marketing.


Abimaq. (2017). The Brazilian Association of Machinery and Equipment. Informaq newspaper, v. 207, p. 6.

Balaji, MS.; Roy, SK.; Lassar, WM. (2017). Language divergence in service encounters: revisiting its influence on word-of-mouth. Journal of Business Research, 72 (1), 210-213. DOI:

Bardin, L. (2011). Content Analysis, (trans.) STRAIGHT. São Paulo ALA Editions, 70.

Batt, PJ, & Purchase, S. (2004). Managing collaboration Within networks and relationships. Industrial Marketing Management, 33 (3), 169-174. DOI:

Bendixen, M., Bukasa, KA, & Abratt, R. (2004). Brand equity in the business-to-business market. Industrial Marketing Management, 33 (5), 371-380. DOI:

Biege, S., Lay, G., & Buschak, D. (2012). Mapping service processes in manufacturing companies: industrial service blueprinting. International Journal of Operations & Production Management, 32 (8), 932-957. DOI:

Bitner, MJ (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of Marketing, 69-82. DOI:

Bitner, MJ (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 57-71. DOI:

Brown, TJ, Barry, TE, Dacin, PA, & Gunst, RF (2005). Spreading the word: Investigating antecedents of Consumers' positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33 (2), 123-138. DOI:

Chang, L., Mohsin, M., & Iqbal, W. (2023). Assessing the nexus between COVID-19 pandemic–driven economic crisis and economic policy: lesson learned and challenges. Environmental Science and Pollution Research, 30(9), 22145-22158. DOI:

Colombo, MG, Piva, E., Quas, A., & Rossi-Lamastra, C. (2016). How high-tech entrepreneurial ventures cope with the global crisis: Changes in Product Innovation and internationalization strategies. Innovation and Industry, 23 (7), 647-671. DOI:

Coote, LV, Forrest, EJ, & Tam, TW (2003). An investigation into commitment in non-Western industrial marketing relationships. Industrial Marketing Management, 32 (7), 595-604. DOI:

Cortez, RM.; Johnston, WF. (2019). Marketing role in B2B settings: evidence from advanced, emerging and developing markets. Journal of Business & Industrial Marketing, n. 34 (3), pp. 605-617. DOI:

Cortez, RM. (2019). B2B marketing renaissance in business school. Journal of Business & Industrial Marketing, 34 (8), pp. 1839-1849. DOI:

De Matos, CA, & Rossi, CAV (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of Academy of Marketing Science, 36 (4), 578-596. DOI:

De Ruyter, K., Moorman, L., & Lemmink, J. (2001). Antecedents of commitment and trust in customer-supplier relationships in high technology markets. Industrial Marketing Management, 30 (3), 271-286. DOI:

Duncan, T., & Moriarty, SE (1998). The communication-based marketing model for managing relationships. The Journal of marketing, 1-13. DOI:

Eggert, A. Hogreve, J. Ulaga, W., & Muenkhoff, E. (2011). Industrial Services, product innovations, and firm profitability: The multiple-group latent growth curve analysis. Industrial Marketing Management, 40 (5), 661-670. DOI:

Evanschitzky, H., Wangenheim, FV, & Woisetschläger, DM (2011). Service & solution innovation: Overview and research agenda. DOI:

Farida, I., & Setiawan, D. (2022). Business strategies and competitive advantage: the role of performance and innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 163. DOI:

Filiatrault, P., Harvey, J. & Chebat, JC (1996). Service quality and service productivity management practices. Industrial Marketing Management, 25 (3), 243-255. DOI:

Gil, CA (2002). How to design research projects. São Paulo, 5 (61), 16-17. DOI:

Goodman, LE, & Dion, PA (2001). The determinants of commitment in the distributor-manufacturer relationship. Industrial Marketing Management, 30 (3), 287-300. DOI:

Guenther, M. & Guenther, P. (2019). The value of branding for B2B service firms – The shareholders´ perspective. Industrial Marketing Management. 78 (11), 88-101. DOI:

Grönroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Asia-Australia Marketing Journal, 2 (1), 9-29. DOI:

Grönroos, C. (1996). Relationship marketing logic. Asia-Australia Marketing Journal, 4 (1), 7-18. DOI:

Grönroos, C. (2004). Marketing: management and services. Elsevier / Campus.

Grönroos, C., & Ojasalo, K. (2004). Service productivity: Towards a conceptualization of the transformation of into economic results in services inputs. Journal of Business Research, 57 (4), 414-423. DOI:

Gummesson, E. (1987). Lip service to neglected area in services marketing. Journal of Services Marketing, 1 (1), 19-23. DOI:

Gummesson, E. (2005). Qualitative research in marketing: Road-map for the wilderness of complexity and unpredictability. European Journal of Marketing, 39 (3/4), 309-327. DOI:

Håkansson, H., & Ford, D. (2002). How shouldn´t companies interact in business networks? Journal of Business Research, 55 (2), 133-139. DOI:

Håkansson, H., & Östberg, C. (1975). Industrial marketing: An organizational problem? Industrial marketing management, 4 (2-3), 113-123. DOI:

Hooper, D., Coughlan, J. & A. Mullen, M. (2013). The servicescape an antecedent to the service quality and behavioral intentions. Journal of marketing services, 27 (4), 271-280. DOI:

Hossain, M. T.; Chonko, L. B. (2018). Relational communication and illusionary loyalty: moderating role of self-construal. Industrial Marketing Management, 69, pp. 221-234. DOI:

Karampela, M.; Lacka, E. & McLean, G. “Just be there”. (2020). European Journal of Marketing, v. 54 (6), pp. 1281-1303. DOI:

Kauppinen-Räisänen, H., & Grönroos, C. (2015). Are service marketing models really used in modern practice? Journal of Service Management, 26 (3), 346-371. DOI:

Kotler, P., Hayes, T., & Bloom, PN (2002). Marketing professional services: innovative strategies to boost its activity, its image and its profits. Manole, São Paulo [Links].

Liu, Y., Foscht, T., Eisingerich, AB. & Tsai, H. (2018). Strategic management of product and brand extensions: extending corporate brands in B2B vs. B2C markets. Industrial Marketing Management, 71 (1), 147-159. DOI:

Lovelock, C. & Wright, L. (2006). Services Marketing and Management. Sao Paulo. Hail.

Lovelock, C., Wirtz, J. & Hemzo, MA (2011). Marketing services: people, technology and strategy. Sao Paulo.

Lund, DJ, & Marinova, D. (2014). Managing revenue across retail channels: The interplay of service performance and direct marketing. Journal of Marketing, 78 (5), 99-118. DOI:

Luo, A., Baker, A. & Donthu, N. (2019). Capturing dynamics in the value for brand recommendations from word-of-mouth conversations. Journal of Business Research, 104, 247-260. DOI:

Magrath, AJ (1986). When marketing services, 4 Ps are not enough. Business Horizons, 29 (3), 44-50. DOI:

Matthyssens, P. & Van den Bulte, C. (1994). Getting closer and nicer: partnerships in the supply chain. Long Range Planning, 27 (1), 72-83. DOI:

Michell, P., King, J., & Reast, J. (2001). Brand values related to industrial products. Industrial Marketing Management, 30 (5), 415-425. DOI:

Mirzaei, A., & Kutan, AM (2016). Does bank diversification Improve output growth? Evidence from the recent global crisis. International Review of Finance, 16 (3), 467-481. DOI:

Moreira, JCT (2006). Business to Business Marketing: how to compete in organizational markets. São Paulo: Saraiva.

Morgan, RM, & Hunt, SD (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 20-38. DOI:

Mudambi, S. (2002). Branding importance in business-to-business markets: Three buyer clusters. Industrial Marketing Management, 31 (6), 525-533. DOI:

Mudambi, SM, Doyle, P., & Wong, V. (1997). An exploration of branding in industrial markets. Industrial Marketing Management, 26 (5), 433-446. DOI:

Murphy, M.; Sashi, CM. Communication, interactivity, and satisfaction in B2B relationships. (2018). Industrial Marketing Management, n. 68, pp. 1-12. DOI:

Nason, RS, & Patel, PC (2016). Is cash king? Market performance and cash During the recession. Journal of Business Research, 69 (10), 4242-4248. DOI:

Neumann, J. L.& Laimer, C. G. (2019). Proposed application of the relationship marketing in interorganizational relations. Brazilian Journal of Marketing, v. 18 (1), pp. 118-131. DOI:

Prodanov, CC, & de Freitas, EC (2013). Methodology of Scientific Work: Methods and Techniques of Research and Academic-2nd Edition Work. Publisher Feevale.

Pyper, K.; Doherty, AM.; Gounaris, S.; Wilson, A. (2020). Investigating international strategic brand management and export performance outcomes in B2B context. International Marketing Review, 37 (1), pp. 98-129. DOI:

Rahman, M.; Rodríguez-Serrano, MA.; Lambkin, M. (2018). Brand management efficiency and firm value: an integrated resource based and signalling theory perspective. Industrial Marketing Management, 72 (1), pp. 112-126. DOI:

Rust, RT, & Chung, TS (2006). Marketing models of service and relationships. Marketing science, 25 (6), 560-580. DOI:

Sarquis, AB (2009). marketing strategies for services: how service organizations shall establish and implement marketing strategies. Atlas.

Schlesinger, LA, & Heskett, JL (1991). Breaking the cycle of failure in services. MIT Sloan Management Review, 32 (3) 17.

Schneider, B., Godfrey, EG, Hayes, SC, Huang, M., Lim, BC, Nishii, H, ... & Ziegert, JC (2003). The Human Side of Strategy: Employee Experiences of Strategic Alignment in a Service Organization. Organizational Dynamics, 32 (2), 122-141. DOI:

Sergeant, A., & Frenkel, S. (2000). When the customer contact employees satisfy customers? Journal of Service Research, 3 (1), 18-34. DOI:

Sharma, P.; Sengupta, RN.; & Lichtenthal, JD. (2019). Facets of business-to-business brand equity: mixed methods approach. Marketing Intelligence & Planning, 37 (7), pp. 754-769. DOI:

Shostack, GL (1977). Breaking free from product marketing. The Journal of Marketing, 73-80. DOI:

Shostack, GL (1984). HBR.

Slater, SF, & Olson, MS (2001). Marketing's contribution to the implementation of business strategy: An empirical analysis. Strategic Management Journal, 22 (11), 1055-1067. DOI:

Storbacka, K., Strandvik, T., & Grönroos, C. (1994). Managing customer relationships for profit: the dynamics of relationship quality. International Journal of Service Industry Management, 5 (5), 21-38. DOI:

Varadarajan, PR, & Jayachandran, S. (1999). Marketing strategy: an assessment of the state of the field and outlook. Journal of the Academy of Marketing Science, 27 (2), 120-143. DOI:

Varadarajan, R. (2010). Strategic marketing and marketing strategy: domain, definition, key issues and foundational premises. Journal of the Academy of Marketing Science, 38 (2), 119-140. DOI:

Vargo, SL, & Lusch, RF (2008). From goods to service (s): Divergences and convergences of logics. Industrial Marketing Management, 37 (3), 254-259. DOI:

Voss, C. Tsikriktsis, N., & Frohlich, M. (2002). Case research in operations management. International Journal of Operations & Production Management, 22 (2), 195-219. DOI:

Weihrich, H. (1982). The TOWS matrix—A tool for situational analysis. Long range planning, 15(2), 54-66. DOI:

Wouters, JP (2004). Customer service strategy options: A multiple case study in a B2B setting. Industrial Marketing Management, 33 (7), 583-592. DOI:

Yin, RK (2001). Case study: Design and Methods / Robert K. Yin. Trad. Daniel.

Zeithaml, VA, Bitner, MJ, & Gremler, DD (2014). Marketing Services-: The Company with Customer Focus. AMGH Publisher.

Zeithaml, VA, Parasuraman, A., & Berry, LL (1985). Problems and strategies in marketing services. The Journal of Marketing, 33-46. DOI:




Como Citar

Veloso Ribeiro, R., Piato, Éderson L., Lopes Pimenta, M., & Fodra, M. (2023). Industrial and service marketing strategies: conceptual framework to analyze the impacts of B2B relationship in CNC machines segment. Revista Gestão Da Produção Operações E Sistemas, 18(00).