BarkB2B: growing the business-to-business (B2B) marketing sector

Second Author's Department

El Khazendar Business Research and Case Center

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https://doi.org/10.1108/EEMCS-10-2023-0422

All Authors

Hoda El Kolaly, Arpi Khatcherian

Document Type

Research Article

Publication Title

Emerald Emerging Markets Case Studies

Publication Date

1-1-2024

doi

10.1108/EEMCS-10-2023-0422

Abstract

Learning outcomes: After completion of the case study, students will be able to enumerate the unique characteristics of business-to-business (B2B) versus business-to-consumer marketing, explore strategic positioning and how niche marketing can create a competitive advantage, deduce the significance of core values in corporate culture and decision-making, explore innovative partnership and talent acquisition models, infer the role of educational marketing in sectors where clients are not fully aware of their needs and apply strategic decision-making to balance short- and long-term goals in terms of profitability and growth. Case overview/synopsis: This case study tells the story of BarkB2B, a boutique marketing firm specialized exclusively in B2B marketing. Founded in Egypt in 2018, BarkB2B focused on creating long-lasting partnerships with clients in industries such as IT, logistics, construction and renewable energy. The case explores the critical aspects of BarkB2B’s business model and offers a comprehensive view of real-world challenges and opportunities in the B2B marketing landscape. It helps learners understand strategic positioning, core values in decision-making, innovative partnership-based business models, the role of educational marketing and the complexities associated with growth. It concludes by highlighting the dilemma faced by BarkB2B’s founder and managing director Naela Sakr as she reflects on the challenge of maintaining the company’s positioning while achieving greater profitability and growth. Complexity academic level: The case study is intended for undergraduate and graduate students in marketing, strategic marketing, consumer behavior and entrepreneurship courses. It is also beneficial for marketing professionals, entrepreneurs, corporate training and executive education programs. Supplementary materials: Teaching notes are available for educators only. Subject code: CSS 8: Marketing.

First Page

1

Last Page

27

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