The Interplay of Transformative and Collaborative Marketing to Spur Relationship Quality in Business-to-Business Context

Abstract

Both transformative and collaborative marketing have been signaled as the future of marketing in Business to Business (B2B) context. While the earlier motivation for both was the yearning for more meaningful interface with customers, the complications occasioned by COVID– 19 pandemic has propelled the need for improve corporate adaptive behaviour and practices. This paper review transformative and collaborative marketing as a potent approaches to spur relationship quality in Business-to-Business (B2B) context. To accomplish the aforementioned objective, in-depth review of scholarly articles and practices relating to transformative and collaborative marketing in the B2B context was carried out. The paper highlights the relevance of transformative and collaborative marketing as a basis for steering relationship quality in B2B setting. This paper contributes to literature and business practices in two important ways: firstly, from a theoretical viewpoint, the paper extends the theoretical generalizability of transformative and collaborative marketing, and secondly, from a managerial perspective, the paper shed light on the practices that underpin relationship quality in B2B context. The paper recommends that business activities and operations in B2B setting should be proactively linked to key performance metrics to accomplish improve benefits from corporate network and enduring relationships.