This paper aims to reflect on relevance of business-to-business research based on Van de Ven’s (2007) engaged scholarship model.
The paper is a reflection of the current state and potential future research avenues.
The paper highlights that relevance is important in all four engaged scholarship activities. Pitfalls also occur at all four parts.
The paper highlights challenges and opportunities in business-to-business marketing research.
The paper reflects on relevance of research projects.
Ritter, T. (2019), "Engaging in engaged B2B scholarship: relevance squared", Journal of Business & Industrial Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JBIM-11-2018-0335Download as .RIS
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