Conceptualizing for managerial relevance in B2B research: a grounded theory approach

Abstract

Purpose

This study aims to formulate recommendations for business-to-business (B2B) researchers, with the potential to increase the extent to which B2B research is relevant to managers.

Design/methodology/approach

These recommendations are derived from and inspired by the grounded theory methodology.

Findings

In this article, we argue that conceptualizations which are potentially relevant to managers are those that discover new perspectives, simplify complexity, enable managers to take action and have an instant grab. To accomplish this as researchers, the authors emphasize fostering a beginner’s mind, creating umbrella models, increasing the level of abstraction of concepts and finding the core process in data.

Originality/value

In this article, we translate the basic principles within the grounded theory methodology into more general recommendations that can be used by B2B researchers.

Citation

Gustavsson, B. and Åge, L.-J. (2014), "Conceptualizing for managerial relevance in B2B research: a grounded theory approach", Journal of Business & Industrial Marketing, Vol. 29 No. 7/8, pp. 626-632. https://doi.org/10.1108/JBIM-10-2013-0223