Connect, engage, transform: how B2B researchers can engage in impactful industry collaboration

Erik Mooi*, Sudha Mani, Michael Kleinaltenkamp, Gary Lilien, Ian Wilkinson

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Purpose: This paper aims to argue that engagement with industry in research, while costly in terms of time and effort, can provide benefits in terms of measurable research impact, particularly in the business-to-business (B2B) domain. Design/methodology/approach: This study draws joint experiences about how best to connect with an industry organization, how to engage with that organization and how to provide and document impact by transforming some aspect of that organization. Findings: The findings of this study provide practical and implementable suggestions on how to engage in impactful B2B research. Originality/value: This study discusses the special nature of the B2B domain and why engagement with industry is especially important and beneficial. Though such research may not be appropriate for all academics, this study argues that its high rewards more than compensate for its high costs.

Original languageEnglish
JournalJournal of Business and Industrial Marketing
Volume35
Issue number8
Pages (from-to)1305-1310
ISSN0885-8624
DOIs
Publication statusPublished - 19. Jun 2020

Keywords

  • Business-to-business marketing
  • Industry collaboration
  • Research impact

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