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Some Reflections on the State of Business-to-Business Marketing Research

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journal contribution
posted on 2023-09-01, 14:51 authored by Nektarios Tzempelikos
This interlude mirrors some of the issues raised in Tanner’s recent paper (2021) on areas of contribution, made to the field: a review of several inflection points that led to the evolution of business-to-business (B-to-B) marketing research, the lack of relevance of B-to-B marketing research, and the challenge of little B-to-B research reaching mainstream journals. Acknowledged is that the issues addressed are timely and relevant to an inquiry into the current state of B-to-B research. It is agreed that B-to-B research remains under-represented in marketing literature and that B-to-B marketing research should be of value, if more practical. However, it is also argued that a more thoughtful discussion on the journals that publish B-to-B marketing studies is needed. There is a rising trend in the number and impact of Journal of Business to Business Marketing (JBBM) publications per year, not fully captured in Tanner’s study. This paper, augments that paper, by reflecting on some of the issues raised, while discussing implications beneficial for all our organizational marketing researchers.

History

Refereed

  • Yes

Volume

29

Issue number

2

Page range

119-130

Publication title

Journal of Business-to-Business Marketing

ISSN

1547-0628

Publisher

Taylor & Francis

File version

  • Accepted version

Language

  • eng

Legacy posted date

2022-03-28

Legacy creation date

2022-03-28

Legacy Faculty/School/Department

Faculty of Business & Law

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