Tzempelikos_2022.pdf (459.51 kB)
Some Reflections on the State of Business-to-Business Marketing Research
journal contribution
posted on 2023-09-01, 14:51 authored by Nektarios TzempelikosThis 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
29Issue number
2Page range
119-130Publication title
Journal of Business-to-Business MarketingISSN
1547-0628External DOI
Publisher
Taylor & FrancisFile version
- Accepted version
Language
- eng
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Legacy posted date
2022-03-28Legacy creation date
2022-03-28Legacy Faculty/School/Department
Faculty of Business & LawUsage metrics
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