Agrawal, Mehta, A. and Abraham, N. (2018), ‘Offering fleet automation: Smartfleet in the need of smart decisions’, Journal of Information Technology Teaching Cases, 8 (2): 110-117.

This teaching case takes the reader away from the large, multinational organizations often associated with business markets. Here the reader gets to test their understanding and application of marketing strategy decisions for a new business start-up.

The case can also be used in chapters 10 and 12.

Müller, U., Habel, J., and Stierl, M. (2017), ‘Exerting pressure or leveraging power? The extended chain of corporate social responsibility enforcement in business-to-business supply chains’, Journal of Public Policy & Marketing, 36 (2): 331-347.

This article provides interesting insight into ways in which customer firms drive corporate social responsibility (CSR) in their supply chains - and even if a powerful customer does not apply explicit pressure (through for example contractual requirements), suppliers increase their CSR engagement to be customer oriented or to pre-empt future compliance conditions.