TY  - JOUR
AB  - 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.
VL  - 35
IS  - 4
SN  - 0885-8624
DO  - 10.1108/JBIM-11-2018-0335
UR  - https://doi.org/10.1108/JBIM-11-2018-0335
AU  - Ritter Thomas
PY  - 2019
Y1  - 2019/01/01
TI  - Engaging in engaged B2B scholarship: relevance squared
T2  - Journal of Business & Industrial Marketing
PB  - Emerald Publishing Limited
SP  - 615
EP  - 618
Y2  - 2024/05/11
ER  -