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

Tzempelikos, Nektarios (2022) Some Reflections on the State of Business-to-Business Marketing Research. Journal of Business-to-Business Marketing, 29 (2). pp. 119-130. ISSN 1547-0628

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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.

Item Type: Journal Article
Keywords: business-to-business marketing, academic journals, managerial relevance, marketing theory, academic research
Faculty: Faculty of Business & Law
SWORD Depositor: Symplectic User
Depositing User: Symplectic User
Date Deposited: 28 Mar 2022 10:43
Last Modified: 13 Jun 2022 14:19

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