Purpose – The purpose of this paper is to gain knowledge on the character of managerial implications within business-to-business (B2B) marketing, in terms of type of relevance addressed in research articles on solution business and integrated solutions. Design/methodology/approach – Use of...

Purpose – The purpose of the article is to identify and analyze the challenges of business-to-business (B2B) research relevance from the point of view of top executives. Design/methodology/approach – Ten in-depth interviews with top executives from different B2B industries were conducted and...

Purpose – This article aims to analyze a set of features in the managerial implications of the most-cited business-to-business (B2B) marketing articles which are related to their managerial relevance. The purpose is to further identify which are the most recurrent features of managerial...

Purpose – The purpose of the study is to identify and discuss critical aspects of the academic/practitioner gap and suggest how to make marketing research more relevant. Design/Methodology/Approach – The study uses data from an earlier study of eight qualitative interviews conducted with...

Purpose – The purpose of this paper is organizing mindfully for relevant process research on strategic change. This essay arises from an increasing concern that our understanding of strategic change is not delivering meaningful, relevant and true process wisdom that allows researchers to...

Purpose – This study aims to analyze how and why managers adopt and use business-to-business (B2B) research. Design/methodology/approach – Data were collected through participant observations, focus groups and interviews in three organizations that had used a certain conceptual model from...

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...

Purpose – This article aims to identify methodological openings and barriers for using managerial relevance as a method to further business to business (B2B) marketing theory. Design/methodology/approach – There is currently an imbalance between two research modes; notably, the normative...