Marketing innovation and strategy: enabling the smooth transition from B2B to B2C space

B2B enterprises seeking growth, expansion, and a broader market presence aim to branch out into the B2C sector. This commentary elaborates on the success of the B2B firms in the B2C space by outlining a framework of strategy augmentation and marketing innovation. Augmenting the strategy guides the organization toward a consumer-focused approach, facilitating firms in aligning with the flexible nature of the B2C market. However, the operational and functional aspects of the organization that support its move into the B2C space must be founded on the marketing innovations selected by the company. Through this commentary, we contribute to the industrial marketing literature by investigating and establishing the critical factors facilitating a smooth transition of B2B enterprises into the B2C realm. It also offers a valuable framework that strategists and marketers can utilize to evaluate their marketing strategies in relation to the presented matrix, helping them identify the necessary adjustments for a successful transition into the B2C space.