Some reflections on the state of business-to-business marketing research
Gespeichert in:
| Autor*in: |
Tzempelikos, Nektarios [verfasserIn] |
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| Format: |
E-Artikel |
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| Sprache: |
Englisch |
| Erschienen: |
2022 |
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| Übergeordnetes Werk: |
Enthalten in: Journal of business-to-business marketing - London [u.a.] : Routledge, Taylor and Francis Group, 1993, 29(2022), 2, Seite 119-130 |
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| Übergeordnetes Werk: |
volume:29 ; year:2022 ; number:2 ; pages:119-130 |
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| DOI / URN: |
10.1080/1051712X.2022.2058542 |
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1816292249 |
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| 982 | |2 26 |1 00 |x DE-206 |b Purpose 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.Design/methodology/approach This is both an assessment of historical data, literature review, and a contemporary analysis of business marketing research. It is based on the author' interpretation of the case of relevance in B-to-B marketing research and the relative importance of JBBM within the field of B-to-B marketing.Findings A stronger case is made, for the relevance gap in B-to-B marketing research providing insights on, what does managerial relevance involve, why is there a gap between academics and practitioners, and how the gap can be bridged. Academics and practitioners agree that academic research should be of more practical value. However, their respective priorities differ. For academics publishing in refereed journals is the first priority and influencing practice is lower priority, while practitioners are not interested in the methodological and theoretical advances of business marketing research; their priority is to satisfy day-to-day practical needs. In addition, this article corrects the record on the relative importance of B-to-B journals in the contribution of studies of B-to-B marketing. JBBM's growth in quality and influence to the field is documented.Practical implications The study provides academics with guidance concerning how B-to-B marketing research can have a greater effect on the practice of marketing.Originality/value This article contributes to the research base by identifying and discussing constantly emerging aspects of the academic/practitioner gap. The study also offers insights into how managerial relevance in marketing research can, practically, be improved. Also, this article reveals the impact that JBBM is achieving by fostering the evolution of business marketing. | ||
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10.1080/1051712X.2022.2058542 doi (DE-627)1816292249 (DE-599)KXP1816292249 DE-627 ger DE-627 rda eng Tzempelikos, Nektarios verfasserin aut Some reflections on the state of business-to-business marketing research Nektarios Tzempelikos 2022 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier academic journals (dpeaa)DE-206 academic research (dpeaa)DE-206 business marketing (dpeaa)DE-206 Business-to-business marketing (dpeaa)DE-206 industrial marketing (dpeaa)DE-206 managerial relevance (dpeaa)DE-206 marketing theory (dpeaa)DE-206 Enthalten in Journal of business-to-business marketing London [u.a.] : Routledge, Taylor and Francis Group, 1993 29(2022), 2, Seite 119-130 Online-Ressource (DE-627)341900168 (DE-600)2069757-0 (DE-576)107059622 1547-0628 nnns volume:29 year:2022 number:2 pages:119-130 https://www.tandfonline.com/doi/pdf/10.1080/1051712X.2022.2058542 Verlag lizenzpflichtig https://doi.org/10.1080/1051712X.2022.2058542 Resolving-System lizenzpflichtig https://www.tandfonline.com/doi/epub/10.1080/1051712X.2022.2058542 Verlag lizenzpflichtig GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_40 GBV_ILN_60 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_100 GBV_ILN_110 GBV_ILN_151 GBV_ILN_152 GBV_ILN_224 GBV_ILN_285 GBV_ILN_370 GBV_ILN_647 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2055 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2507 GBV_ILN_2548 GBV_ILN_4035 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4393 GBV_ILN_4700 AR 29 2022 2 119-130 26 01 0206 418580783X x1z 08-09-22 26 00 DE-206 Purpose 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.Design/methodology/approach This is both an assessment of historical data, literature review, and a contemporary analysis of business marketing research. It is based on the author' interpretation of the case of relevance in B-to-B marketing research and the relative importance of JBBM within the field of B-to-B marketing.Findings A stronger case is made, for the relevance gap in B-to-B marketing research providing insights on, what does managerial relevance involve, why is there a gap between academics and practitioners, and how the gap can be bridged. Academics and practitioners agree that academic research should be of more practical value. However, their respective priorities differ. For academics publishing in refereed journals is the first priority and influencing practice is lower priority, while practitioners are not interested in the methodological and theoretical advances of business marketing research; their priority is to satisfy day-to-day practical needs. In addition, this article corrects the record on the relative importance of B-to-B journals in the contribution of studies of B-to-B marketing. JBBM's growth in quality and influence to the field is documented.Practical implications The study provides academics with guidance concerning how B-to-B marketing research can have a greater effect on the practice of marketing.Originality/value This article contributes to the research base by identifying and discussing constantly emerging aspects of the academic/practitioner gap. The study also offers insights into how managerial relevance in marketing research can, practically, be improved. Also, this article reveals the impact that JBBM is achieving by fostering the evolution of business marketing. |
| spelling |
10.1080/1051712X.2022.2058542 doi (DE-627)1816292249 (DE-599)KXP1816292249 DE-627 ger DE-627 rda eng Tzempelikos, Nektarios verfasserin aut Some reflections on the state of business-to-business marketing research Nektarios Tzempelikos 2022 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier academic journals (dpeaa)DE-206 academic research (dpeaa)DE-206 business marketing (dpeaa)DE-206 Business-to-business marketing (dpeaa)DE-206 industrial marketing (dpeaa)DE-206 managerial relevance (dpeaa)DE-206 marketing theory (dpeaa)DE-206 Enthalten in Journal of business-to-business marketing London [u.a.] : Routledge, Taylor and Francis Group, 1993 29(2022), 2, Seite 119-130 Online-Ressource (DE-627)341900168 (DE-600)2069757-0 (DE-576)107059622 1547-0628 nnns volume:29 year:2022 number:2 pages:119-130 https://www.tandfonline.com/doi/pdf/10.1080/1051712X.2022.2058542 Verlag lizenzpflichtig https://doi.org/10.1080/1051712X.2022.2058542 Resolving-System lizenzpflichtig https://www.tandfonline.com/doi/epub/10.1080/1051712X.2022.2058542 Verlag lizenzpflichtig GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_40 GBV_ILN_60 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_100 GBV_ILN_110 GBV_ILN_151 GBV_ILN_152 GBV_ILN_224 GBV_ILN_285 GBV_ILN_370 GBV_ILN_647 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2055 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2507 GBV_ILN_2548 GBV_ILN_4035 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4393 GBV_ILN_4700 AR 29 2022 2 119-130 26 01 0206 418580783X x1z 08-09-22 26 00 DE-206 Purpose 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.Design/methodology/approach This is both an assessment of historical data, literature review, and a contemporary analysis of business marketing research. It is based on the author' interpretation of the case of relevance in B-to-B marketing research and the relative importance of JBBM within the field of B-to-B marketing.Findings A stronger case is made, for the relevance gap in B-to-B marketing research providing insights on, what does managerial relevance involve, why is there a gap between academics and practitioners, and how the gap can be bridged. Academics and practitioners agree that academic research should be of more practical value. However, their respective priorities differ. For academics publishing in refereed journals is the first priority and influencing practice is lower priority, while practitioners are not interested in the methodological and theoretical advances of business marketing research; their priority is to satisfy day-to-day practical needs. In addition, this article corrects the record on the relative importance of B-to-B journals in the contribution of studies of B-to-B marketing. JBBM's growth in quality and influence to the field is documented.Practical implications The study provides academics with guidance concerning how B-to-B marketing research can have a greater effect on the practice of marketing.Originality/value This article contributes to the research base by identifying and discussing constantly emerging aspects of the academic/practitioner gap. The study also offers insights into how managerial relevance in marketing research can, practically, be improved. Also, this article reveals the impact that JBBM is achieving by fostering the evolution of business marketing. |
| allfields_unstemmed |
10.1080/1051712X.2022.2058542 doi (DE-627)1816292249 (DE-599)KXP1816292249 DE-627 ger DE-627 rda eng Tzempelikos, Nektarios verfasserin aut Some reflections on the state of business-to-business marketing research Nektarios Tzempelikos 2022 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier academic journals (dpeaa)DE-206 academic research (dpeaa)DE-206 business marketing (dpeaa)DE-206 Business-to-business marketing (dpeaa)DE-206 industrial marketing (dpeaa)DE-206 managerial relevance (dpeaa)DE-206 marketing theory (dpeaa)DE-206 Enthalten in Journal of business-to-business marketing London [u.a.] : Routledge, Taylor and Francis Group, 1993 29(2022), 2, Seite 119-130 Online-Ressource (DE-627)341900168 (DE-600)2069757-0 (DE-576)107059622 1547-0628 nnns volume:29 year:2022 number:2 pages:119-130 https://www.tandfonline.com/doi/pdf/10.1080/1051712X.2022.2058542 Verlag lizenzpflichtig https://doi.org/10.1080/1051712X.2022.2058542 Resolving-System lizenzpflichtig https://www.tandfonline.com/doi/epub/10.1080/1051712X.2022.2058542 Verlag lizenzpflichtig GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_40 GBV_ILN_60 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_100 GBV_ILN_110 GBV_ILN_151 GBV_ILN_152 GBV_ILN_224 GBV_ILN_285 GBV_ILN_370 GBV_ILN_647 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2055 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2507 GBV_ILN_2548 GBV_ILN_4035 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4393 GBV_ILN_4700 AR 29 2022 2 119-130 26 01 0206 418580783X x1z 08-09-22 26 00 DE-206 Purpose 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.Design/methodology/approach This is both an assessment of historical data, literature review, and a contemporary analysis of business marketing research. It is based on the author' interpretation of the case of relevance in B-to-B marketing research and the relative importance of JBBM within the field of B-to-B marketing.Findings A stronger case is made, for the relevance gap in B-to-B marketing research providing insights on, what does managerial relevance involve, why is there a gap between academics and practitioners, and how the gap can be bridged. Academics and practitioners agree that academic research should be of more practical value. However, their respective priorities differ. For academics publishing in refereed journals is the first priority and influencing practice is lower priority, while practitioners are not interested in the methodological and theoretical advances of business marketing research; their priority is to satisfy day-to-day practical needs. In addition, this article corrects the record on the relative importance of B-to-B journals in the contribution of studies of B-to-B marketing. JBBM's growth in quality and influence to the field is documented.Practical implications The study provides academics with guidance concerning how B-to-B marketing research can have a greater effect on the practice of marketing.Originality/value This article contributes to the research base by identifying and discussing constantly emerging aspects of the academic/practitioner gap. The study also offers insights into how managerial relevance in marketing research can, practically, be improved. Also, this article reveals the impact that JBBM is achieving by fostering the evolution of business marketing. |
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10.1080/1051712X.2022.2058542 doi (DE-627)1816292249 (DE-599)KXP1816292249 DE-627 ger DE-627 rda eng Tzempelikos, Nektarios verfasserin aut Some reflections on the state of business-to-business marketing research Nektarios Tzempelikos 2022 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier academic journals (dpeaa)DE-206 academic research (dpeaa)DE-206 business marketing (dpeaa)DE-206 Business-to-business marketing (dpeaa)DE-206 industrial marketing (dpeaa)DE-206 managerial relevance (dpeaa)DE-206 marketing theory (dpeaa)DE-206 Enthalten in Journal of business-to-business marketing London [u.a.] : Routledge, Taylor and Francis Group, 1993 29(2022), 2, Seite 119-130 Online-Ressource (DE-627)341900168 (DE-600)2069757-0 (DE-576)107059622 1547-0628 nnns volume:29 year:2022 number:2 pages:119-130 https://www.tandfonline.com/doi/pdf/10.1080/1051712X.2022.2058542 Verlag lizenzpflichtig https://doi.org/10.1080/1051712X.2022.2058542 Resolving-System lizenzpflichtig https://www.tandfonline.com/doi/epub/10.1080/1051712X.2022.2058542 Verlag lizenzpflichtig GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_40 GBV_ILN_60 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_100 GBV_ILN_110 GBV_ILN_151 GBV_ILN_152 GBV_ILN_224 GBV_ILN_285 GBV_ILN_370 GBV_ILN_647 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2055 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2507 GBV_ILN_2548 GBV_ILN_4035 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4393 GBV_ILN_4700 AR 29 2022 2 119-130 26 01 0206 418580783X x1z 08-09-22 26 00 DE-206 Purpose 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.Design/methodology/approach This is both an assessment of historical data, literature review, and a contemporary analysis of business marketing research. It is based on the author' interpretation of the case of relevance in B-to-B marketing research and the relative importance of JBBM within the field of B-to-B marketing.Findings A stronger case is made, for the relevance gap in B-to-B marketing research providing insights on, what does managerial relevance involve, why is there a gap between academics and practitioners, and how the gap can be bridged. Academics and practitioners agree that academic research should be of more practical value. However, their respective priorities differ. For academics publishing in refereed journals is the first priority and influencing practice is lower priority, while practitioners are not interested in the methodological and theoretical advances of business marketing research; their priority is to satisfy day-to-day practical needs. In addition, this article corrects the record on the relative importance of B-to-B journals in the contribution of studies of B-to-B marketing. JBBM's growth in quality and influence to the field is documented.Practical implications The study provides academics with guidance concerning how B-to-B marketing research can have a greater effect on the practice of marketing.Originality/value This article contributes to the research base by identifying and discussing constantly emerging aspects of the academic/practitioner gap. The study also offers insights into how managerial relevance in marketing research can, practically, be improved. Also, this article reveals the impact that JBBM is achieving by fostering the evolution of business marketing. |
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10.1080/1051712X.2022.2058542 doi (DE-627)1816292249 (DE-599)KXP1816292249 DE-627 ger DE-627 rda eng Tzempelikos, Nektarios verfasserin aut Some reflections on the state of business-to-business marketing research Nektarios Tzempelikos 2022 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier academic journals (dpeaa)DE-206 academic research (dpeaa)DE-206 business marketing (dpeaa)DE-206 Business-to-business marketing (dpeaa)DE-206 industrial marketing (dpeaa)DE-206 managerial relevance (dpeaa)DE-206 marketing theory (dpeaa)DE-206 Enthalten in Journal of business-to-business marketing London [u.a.] : Routledge, Taylor and Francis Group, 1993 29(2022), 2, Seite 119-130 Online-Ressource (DE-627)341900168 (DE-600)2069757-0 (DE-576)107059622 1547-0628 nnns volume:29 year:2022 number:2 pages:119-130 https://www.tandfonline.com/doi/pdf/10.1080/1051712X.2022.2058542 Verlag lizenzpflichtig https://doi.org/10.1080/1051712X.2022.2058542 Resolving-System lizenzpflichtig https://www.tandfonline.com/doi/epub/10.1080/1051712X.2022.2058542 Verlag lizenzpflichtig GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_40 GBV_ILN_60 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_100 GBV_ILN_110 GBV_ILN_151 GBV_ILN_152 GBV_ILN_224 GBV_ILN_285 GBV_ILN_370 GBV_ILN_647 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2055 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2507 GBV_ILN_2548 GBV_ILN_4035 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4393 GBV_ILN_4700 AR 29 2022 2 119-130 26 01 0206 418580783X x1z 08-09-22 26 00 DE-206 Purpose 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.Design/methodology/approach This is both an assessment of historical data, literature review, and a contemporary analysis of business marketing research. It is based on the author' interpretation of the case of relevance in B-to-B marketing research and the relative importance of JBBM within the field of B-to-B marketing.Findings A stronger case is made, for the relevance gap in B-to-B marketing research providing insights on, what does managerial relevance involve, why is there a gap between academics and practitioners, and how the gap can be bridged. Academics and practitioners agree that academic research should be of more practical value. However, their respective priorities differ. For academics publishing in refereed journals is the first priority and influencing practice is lower priority, while practitioners are not interested in the methodological and theoretical advances of business marketing research; their priority is to satisfy day-to-day practical needs. In addition, this article corrects the record on the relative importance of B-to-B journals in the contribution of studies of B-to-B marketing. JBBM's growth in quality and influence to the field is documented.Practical implications The study provides academics with guidance concerning how B-to-B marketing research can have a greater effect on the practice of marketing.Originality/value This article contributes to the research base by identifying and discussing constantly emerging aspects of the academic/practitioner gap. The study also offers insights into how managerial relevance in marketing research can, practically, be improved. Also, this article reveals the impact that JBBM is achieving by fostering the evolution of business marketing. |
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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.Design/methodology/approach This is both an assessment of historical data, literature review, and a contemporary analysis of business marketing research. It is based on the author' interpretation of the case of relevance in B-to-B marketing research and the relative importance of JBBM within the field of B-to-B marketing.Findings A stronger case is made, for the relevance gap in B-to-B marketing research providing insights on, what does managerial relevance involve, why is there a gap between academics and practitioners, and how the gap can be bridged. Academics and practitioners agree that academic research should be of more practical value. However, their respective priorities differ. For academics publishing in refereed journals is the first priority and influencing practice is lower priority, while practitioners are not interested in the methodological and theoretical advances of business marketing research; their priority is to satisfy day-to-day practical needs. In addition, this article corrects the record on the relative importance of B-to-B journals in the contribution of studies of B-to-B marketing. JBBM's growth in quality and influence to the field is documented.Practical implications The study provides academics with guidance concerning how B-to-B marketing research can have a greater effect on the practice of marketing.Originality/value This article contributes to the research base by identifying and discussing constantly emerging aspects of the academic/practitioner gap. The study also offers insights into how managerial relevance in marketing research can, practically, be improved. Also, this article reveals the impact that JBBM is achieving by fostering the evolution of business marketing.</subfield></datafield></record></collection>
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26 00 DE-206 Purpose 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.Design/methodology/approach This is both an assessment of historical data, literature review, and a contemporary analysis of business marketing research. It is based on the author' interpretation of the case of relevance in B-to-B marketing research and the relative importance of JBBM within the field of B-to-B marketing.Findings A stronger case is made, for the relevance gap in B-to-B marketing research providing insights on, what does managerial relevance involve, why is there a gap between academics and practitioners, and how the gap can be bridged. Academics and practitioners agree that academic research should be of more practical value. However, their respective priorities differ. For academics publishing in refereed journals is the first priority and influencing practice is lower priority, while practitioners are not interested in the methodological and theoretical advances of business marketing research; their priority is to satisfy day-to-day practical needs. In addition, this article corrects the record on the relative importance of B-to-B journals in the contribution of studies of B-to-B marketing. JBBM's growth in quality and influence to the field is documented.Practical implications The study provides academics with guidance concerning how B-to-B marketing research can have a greater effect on the practice of marketing.Originality/value This article contributes to the research base by identifying and discussing constantly emerging aspects of the academic/practitioner gap. The study also offers insights into how managerial relevance in marketing research can, practically, be improved. Also, this article reveals the impact that JBBM is achieving by fostering the evolution of business marketing Some reflections on the state of business-to-business marketing research Nektarios Tzempelikos academic journals (dpeaa)DE-206 academic research (dpeaa)DE-206 business marketing (dpeaa)DE-206 Business-to-business marketing (dpeaa)DE-206 industrial marketing (dpeaa)DE-206 managerial relevance (dpeaa)DE-206 marketing theory (dpeaa)DE-206 |
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code="a">GBV_ILN_4700</subfield></datafield><datafield tag="951" ind1=" " ind2=" "><subfield code="a">AR</subfield></datafield><datafield tag="952" ind1=" " ind2=" "><subfield code="d">29</subfield><subfield code="j">2022</subfield><subfield code="e">2</subfield><subfield code="h">119-130</subfield></datafield><datafield tag="980" ind1=" " ind2=" "><subfield code="2">26</subfield><subfield code="1">01</subfield><subfield code="x">0206</subfield><subfield code="b">418580783X</subfield><subfield code="y">x1z</subfield><subfield code="z">08-09-22</subfield></datafield><datafield tag="982" ind1=" " ind2=" "><subfield code="2">26</subfield><subfield code="1">00</subfield><subfield code="x">DE-206</subfield><subfield code="b">Purpose 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.Design/methodology/approach This is both an assessment of historical data, literature review, and a contemporary analysis of business marketing research. It is based on the author' interpretation of the case of relevance in B-to-B marketing research and the relative importance of JBBM within the field of B-to-B marketing.Findings A stronger case is made, for the relevance gap in B-to-B marketing research providing insights on, what does managerial relevance involve, why is there a gap between academics and practitioners, and how the gap can be bridged. Academics and practitioners agree that academic research should be of more practical value. However, their respective priorities differ. For academics publishing in refereed journals is the first priority and influencing practice is lower priority, while practitioners are not interested in the methodological and theoretical advances of business marketing research; their priority is to satisfy day-to-day practical needs. In addition, this article corrects the record on the relative importance of B-to-B journals in the contribution of studies of B-to-B marketing. JBBM's growth in quality and influence to the field is documented.Practical implications The study provides academics with guidance concerning how B-to-B marketing research can have a greater effect on the practice of marketing.Originality/value This article contributes to the research base by identifying and discussing constantly emerging aspects of the academic/practitioner gap. The study also offers insights into how managerial relevance in marketing research can, practically, be improved. Also, this article reveals the impact that JBBM is achieving by fostering the evolution of business marketing.</subfield></datafield></record></collection>
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7.3998976 |