I think B2B and innovation within the BoP area would be very interesting
In B2B, I think you can focus on IT/ Infrastructure related companies selling its products to bigger companies.
You can study marketing strategy of Hawaii. Hawaii wiped out Ericsson, Nokia, motorola and ZTE in last 10 years.
Now all over the world they have contract of telecom equipment . I attended their one event. They conduct events for professionals & also they appoint someone to sit outside CTO office of every company.
They are always in search to find an opportunity to gift something to decision makers.
I know , its going to be PR but in B2B only rationally angles can be studied.
Its very challenging..but I hope if you will go for it you will have many contribution both in academia and practical
If you are not familiar with ISBM (Institute for the Study of Business Markets) at Penn State U., you should be. Their web site and meetings discuss both academic and practitioner issues. https://isbm.smeal.psu.edu/
Digital transformation of marketing IT architecture and integrating that with other elements of the value chain of an organisation. Depending on the nature of the business. Thus for an e-commerce or consumer electronics manufacturing company they may have ERP systems to track resources. This may need to be integrated with the marketing IT architecture to track how marketing and sales drives demand for products. Particularly if transactions are conducted via the internet.
As per my personal corporate experience with multinationals i feel "contracting and negotiating" with local vendors is the most interesting area at first place . Secondly understanding local laws, rule, norms and culture is the second success factor which needs to be explored...
Hope it would be helpful.
You may consider Alibaba products and services like DingTalk corporate application etc, B2B marketing in southeast ASIA.