Engaging in engaged B2B scholarship: relevance squared
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 6 March 2019
Issue publication date: 23 April 2020
Abstract
Purpose
This paper aims to reflect on relevance of business-to-business research based on Van de Ven’s (2007) engaged scholarship model.
Design/methodology/approach
The paper is a reflection of the current state and potential future research avenues.
Findings
The paper highlights that relevance is important in all four engaged scholarship activities. Pitfalls also occur at all four parts.
Research limitations/implications
The paper highlights challenges and opportunities in business-to-business marketing research.
Originality/value
The paper reflects on relevance of research projects.
Keywords
Acknowledgements
This paper forms part of the special section “Research on Business and Industrial Marketing and Networks – Taking Stock, Looking Ahead”, guest edited by Vishal Kashya and Michael Kleinaltenkamp.
Citation
Ritter, T. (2020), "Engaging in engaged B2B scholarship: relevance squared", Journal of Business & Industrial Marketing, Vol. 35 No. 4, pp. 615-618. https://doi.org/10.1108/JBIM-11-2018-0335
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited