[30] PIVOTING B2B MARKETING VALUE PROPOSITIONS IN AN ERA OF MARITIME AND ENERGY DISRUPTIONS: A SECONDARY DATA ANALYSIS OF GLOBAL SUPPLY CHAIN SHOCKS
How to Cite the Article: Anshika Mishra, Ashish Kumar Srivastava & Ayushi Mishra (2026). Pivoting B2B Marketing Value Propositions in an Era of Maritime and Energy Disruptions: A Secondary Data Analysis of Global Supply Chain Shocks. International Journal of Multidisciplinary Research & Reviews, 5(6),390-398. https://doi.org/10.56815/ijmrr.v5i6.2026.390-398
Abstract
The world Business-to-Business (B2B) marketing environment is in the process of a structural change due to compounding macro-environmental crises shaking decades of globalisation efficiencies. Traditionally based on inexpensive, “just-in-time delivery, multinational procurement networks emerge as the most vulnerable ever in the form of chronic choke-points introduced by maritime bottlenecks and unstable energy market speculations. The present paper examines how industrial buying behaviours need to be strategically realigned and how, in turn, these behaviours have to instigate a shift in corporate value propositions, as it is centred on costefficiency, to geopolitical resiliency in the eyes of B2B marketers. Under the secondary research design that resembles a data triangulation process, the research synthesises the macroeconomic factors, freight indices, and a worldwide corporate purchasing panel data on a worldwide scale, covering the years 2021 to 2026. The data analysis unveils an apparent reversal of primary selection qualities. In 2021, cost measures occupied the highest weight in the screening of vendors (at 65 per cent). Through the 2026 supply uncertainty, resiliencerelated indicators such as the capability to source in two locations, security in regional transit, and energy hedging, there were given the top priority of 65% in decision-making. This change confirms that unit pricing currently loses its lead to operational security as the main defining factor in determining the selection of a vendor in B2B. The researchers conclude that
explicit marketing differentiators protection through communication of logistics ensures that B2B companies will obtain more price differentiations and develop sustainable relational equity.
