Presenting the B2B Marketing Maturity Model Using the Meta-Synthesis (Case Study of Automotive Value Chain)

Industrial marketing, like other organizational functions, is constantly changing. The industrial market segments of the organizations are given to different forms of development to reach the situation. To ensure that everything, tools, concepts, etc., are implemented in the best possible way, a reference framework in the form of a maturity model is used. The purpose of the research is to providing a B2B Marketing Maturity Model.

The present study is mixed in terms of basic-applied purpose and in terms of data collection method. For this purpose, articles in the period from 2013 to 2021 AD with a systematic approach of background and Meta-synthesis method to examine the different models and stages of maturity presented in scientific databases, have been used to summarize the stages of maturity. To check the validity and reliability of the extracted codes, the agreement method of two transition codes (kappa coefficient) has been used.

A total of 593 articles, modeling reports, B2B specialized website were found, of which 29 articles were selected after evaluation and refinement. By analyzing and interpreting the dimensions and stages of maturity mentioned in previous articles, the maturity model presented has 5 stages, 8 dimensions, 47 sub-dimensions and 294 indicators.

The dimensions of maturity model are: leadership, strategy, organization, operations and process, tools and platform, budget, indicators / criteria, culture and management of organizational change. Finally, using the proposed model, the maturity of 22 companies in the value chain of the Iranian automobile industry was measured and the findings showed that most of these companies are at levels two and three of the maturity model.