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This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential future research directions.

The 100 most influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric analysis.

The findings further upheld the critical role of emerging technologies such as Blockchain in marketing and identified artificial intelligence and live streaming as emerging trends, reinforcing the importance of data-driven marketing in the discipline.

The data collection included only the 100 most cited documents between 2018 and 2022, and data were limited only to Scopus database and restrained to the Scopus-indexed marketing journals. Moreover, documents were selected based on the number of citations. Nevertheless, the data set may still provide significant insight into the marketing field.

Influential authors, papers and journals identified in this study will facilitate future literature searches and scientific dissemination in the field. This study makes an essential contribution to the marketing literature by identifying hot topics and suggesting future research themes. Also, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers.

To the best of the authors’ knowledge, this is the first comprehensive study offering a general overview of the leading trends and researchers in marketing state-of-the-art research.

The purpose of this study is to identify papers that have produced the most significant impact on research on strategic alliances in the biotechnology industry. The authors attempt to illustrate the thematic evolution of its intellectual structure through 616 papers published between 1992 and 2021.

The present research methodology relies on three distinct techniques, implemented using SciMat software: (1) bibliometric techniques, (2) scientific map analysis and (3) content analysis of research documents from the Web of Science (WoS). In this manner, the authors analyse the intellectual structure of the field of strategic alliances in the biotechnology industry, tracking its evolution over a period of three decades.

The study emphasises the relevance of “innovation” as a key theme and identifies several potential areas for future research, which could serve as a foundation for further investigations.

This study represents a novel contribution to the literature as it is the first to use the SciMat tool to analyse strategic alliances in the biotechnology industry. This research reveals that while strategic alliances have been assessed extensively across various industries, some topics, such as the types and formation of alliances, have not been specifically studied in the biotechnology industry. These areas as well as the barriers and variables influencing the formation of alliances offer promising avenues for future research in this field.

本研究旨在確定對關於生物科技產業內的策略聯盟的探究產生極其顯著影響的學術論文。我們擬透過探討於1992年至2021年期間發表的616篇學術論文，去闡明策略聯盟的知識結構的主題演變。

研究依賴三個不同的技術來進行，並以SciMat 可視化軟件來做具體實施的工作。這三個技術為、(一) 文獻計量技術;(二) 科學製圖分析;和 (三) 就取自 Web of Science 的學術文章而進行的內容分析。我們採用這研究法，對在生物科技產業內的策略聯盟的知識結構進行分析，俾能對有關的知識結構的主題演變進行一個涵蓋三十載的跟蹤調查。

研究強調了創新，並視之為主要的主題的重要相關概念;研究亦確定了一些今後可供研究的潛在領域，這或許會成為進一步研究的基礎。

由於本研究是首個研究、使用SciMat這工具去分析在生物科技產業內的策略聯盟，故就有關的文獻而言，它給予新穎的貢獻。研究結果顯示，雖然策略聯盟已在各個不同的產業裡被廣泛評價，但在生物科技產業裡，一些如聯盟的種類和形成方式等的課題仍未得到適切的研究。這些課題，以及影響著聯盟的形成的障礙和變數，會為這領域內今後的學術研究、提供光明的途徑。