A literature review of B2B marketing strategy in the context of the apparel industry’s shift to service orientation

The B2B marketing scenario has evolved from transactional to a behavioural shift focusing on an era of managing the customer journey with service orientation and acknowledging the importance of value creation as cocreation amongst business partners. Through the contemporary B2B marketing strategies of relationship marketing, sustainability marketing, innovation marketing and digital marketing, businesses must engage with their supplier partners to offer value proposition to their customers for sustainable business performance. An
extensive literature review is conducted through which the relationship between key emerging themes have been identified. A framework of integrating supply chain innovation and service dominant logic has been proposed to demonstrate how the Bangladesh apparel industry can engage in value co-creation between the business partners leading to completing the B2B customer journey through marketing their services in an era of service orientation.