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

Erik Mooi (Department of Management and Marketing, University of Melbourne, Melbourne, Australia)
Sudha Mani (Department of Marketing, Monash University, Melbourne, Australia)
Michael Kleinaltenkamp (Department of Marketing, School of Business and Economics, Freie Universität Berlin, Berlin, Germany)
Gary Lilien (Department of Marketing, Penn State University, University Park, Pennsylvania, USA)
Ian Wilkinson (Department of Marketing, University of Sydney, Sydney, Australia and Department of Entrepreneurship and Relationship Management, University of Southern Denmark, Odense, Denmark)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 18 June 2020

Issue publication date: 14 December 2020

376

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.

Keywords

Citation

Mooi, E., Mani, S., Kleinaltenkamp, M., Lilien, G. and Wilkinson, I. (2020), "Connect, engage, transform: how B2B researchers can engage in impactful industry collaboration", Journal of Business & Industrial Marketing, Vol. 35 No. 8, pp. 1305-1310. https://doi.org/10.1108/JBIM-09-2019-0401

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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