• Belem Barbosa GOVCOPP, University of Aveiro
  • Dolores Silva GOVCOPP, University of Aveiro
  • Claudia Amaral Santos GOVCOPP, University of Aveiro
  • Sandra Filipe GOVCOPP, University of Aveiro
Keywords: B2B communication, Guerrilla marketing, Guerrilla marketing campaigns, Unconventional communication


Guerrilla marketing is an innovative approach to communicate with customers and to capture their attention essentially due to its inherent creativity, unconventional media, and low cost. Despite the interesting contributions in the literature on this topic, most of what is known about guerrilla marketing is confined to its use and impact on consumers. This study aims to fill a gap identified in the guerrilla marketing literature by conducting an exploratory research study on the propensity of performing guerrilla marketing campaigns in a Business-to-Business (B2B) context. The research objectives of this paper are (i) identifying the perceptions of B2B managers on guerrilla marketing campaigns and (ii) exploring determinants of the adoption of guerrilla marketing campaigns targeted at corporate customers.

We present the results of a qualitative research study comprising 12 semi-structured interviews with managers of different business areas. A content analysis was performed using Nvivo software.

Participants in this study demonstrated that B2B managers recognize and value the advantages associated with guerrilla communication, which is in many instances seen as useful and viable for the B2B sector. The propensity for adoption is dependent on internal factors such as corporate culture, managers’ and collaborators’ profiles, risk-proneness, market share, and product innovativeness, but also on the sector’s usual practices of innovation and communication. Guerrilla marketing campaigns are more appropriate for attracting new B2B customers and need to be carefully adapted to the targets' profiles and preferences.


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