B2B marketing renaissance in business schools

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Purpose: The purpose of this paper is to contribute to the elevation of the business-to-business (B2B) marketing field at the business school level. Design/methodology/approach: The study follows a Delphi method. The authors conducted two rounds of discovery to answer: why do you think universities do not highly appreciate publications in Industrial Marketing Management, Journal of Business and Industrial Marketing or Journal of Business-to-Business Marketing? What would you suggest for improving the impact of such journals not only in the USA but around the world? Findings: Through the analysis of the coding transcript, four categories were found to elevate the B2B marketing field at the business school level: B2B as uncommon ground, B2B researcher practices, marketing science underpinnings and B2B marketing journals management. Originality/value: The value of current research is based on its explorative nature and application of grounded theory to provide a framework to analyze how to elevate the B2B marketing field at the business school level.

Original languageEnglish
JournalJournal of Business and Industrial Marketing
Volume34
Issue number8
Pages (from-to)1839-1849
ISSN0885-8624
DOIs
Publication statusPublished - 7. Oct 2019

Keywords

  • Industrial marketing
  • Business school
  • B2B marketing theory
  • Marketing science

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