posted on 2023-09-01, 14:51authored byNektarios Tzempelikos
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.