Transformative Technologies and Value Creation in Business-to-Business Marketing

Call for Papers

Special Issue: Transformative Technologies and Value Creation in Business-to-Business Marketing

Journal:Journal of Business-to-Business Marketing (Taylor & Francis)

Manuscript deadline: 30 August 2026

Guest Editors

• Surajit Bag, Excelia Business School, France

• Amélie Clauzel, Université Paris-Saclay, France

• Peter Naudé, Manchester Metropolitan University, UK

• Sandeep Puri, Asian Institute of Management, Philippines

Special Issue FocusThis special issue explores how transformative technologies—Generative AI, Agentic AI, blockchain, IoT, digital twins, metaverse, predictive analytics, and related innovations—are reshaping B2B marketing. It seeks work that explains how these technologies transform value co-creation, relationship governance, trust, resilience, and the structure of B2B value networks, moving beyond simple “adoption and performance” studies.

Key ObjectivesSubmissions should aim to:

• Extend or challenge B2B theories (e.g., value co-creation, relationship governance, trust, transaction cost economics) through new constructs such as algorithmic trust, machine agency, and digital ecosystem resilience.

• Demonstrate methodological rigor and, where possible, methodological innovation (e.g., big data and AI-driven analytics, mixed methods, longitudinal designs, experimental or quasi-experimental studies).

• Show how transformative technologies both enhance efficiency and destabilize traditional B2B value chains, enabling new forms of collaboration, adaptability, and resilience.

• Integrate cross-disciplinary perspectives (ethical, critical, sociological, philosophical) to examine societal, organizational, and relational consequences.

• Offer comparative insights across regions, industries, cultures, and institutional environments, including long-term technology adoption trajectories.

Illustrative Themes

1. Theoretical Reimagination

   • AI-driven governance and machine agency in relationship management

   • Algorithmic trust and buyer–supplier dynamics

   • Digital ecosystem resilience and anti-fragility

   • Blockchain-enabled transparency and transaction cost economics

   • Digital twins and metaverse platforms in value co-creation

2. Methodological Innovation

   • AI/big-data analytics with ethnography or case studies

   • Longitudinal tracing of technology adoption

   • New measurement scales for digital constructs

   • Computational social science approaches to B2B networks

   • Mixed-method designs combining qualitative depth and quantitative breadth

3. Ethics, Responsibility, and Critical Perspectives

   • Techno-ethical risks in AI-mediated B2B relationships

   • Technological colonialism and power asymmetries

   • Algorithmic bias and fairness in procurement and partner selection

   • Surveillance capitalism and data governance in B2B ecosystems

   • Dark side and unintended consequences of digital transformation

4. Cross-Cultural and Ecosystem Dynamics

   • Regional and cultural differences in technology adoption

   • Institutional influences on digital transformation

   • “Anti-fragile” ecosystems and circular economy models

   • Cross-border digital collaboration and governance challenges

   • Industry-specific disruption patterns

Submission Guidelines

• Manuscript length: 8,000–10,000 words (excluding references, tables, appendices)

• Format: Follow the Journal of Business-to-Business Marketing Author Guidelines

• Cover letter (required): 2–3 sentences explaining

  • How the manuscript addresses the special issue’s core objectives

  • The primary theoretical contribution of the study

• Engagement with JBBM: Cite recent JBBM articles to position your contribution in ongoing debates

• Review: Double-blind peer review

Submission PortalSubmit via the journal website and select the special issue title:
“Transformative Technologies and Value Creation in Business-to-Business Marketing”.

Timeline

• Manuscript submission deadline: 30 August 2026

• Review process completion: 30 January 2027

• Final manuscripts due: 30 March 2027

• Expected publication: July 2027

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