B2B marketing renaissance in business schools
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 30 August 2019
Issue publication date: 21 October 2019
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.
Keywords
Citation
Mora Cortez, R. (2019), "B2B marketing renaissance in business schools", Journal of Business & Industrial Marketing, Vol. 34 No. 8, pp. 1839-1849. https://doi.org/10.1108/JBIM-06-2019-0308
Publisher
:Emerald Publishing Limited
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