Good for science, but which implications for business? : An analysis of the managerial implications in high-impact B2B marketing articles published between 2003 and 2012

• Purpose - The purpose of the article is to identify and analyze the challenges of 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 analyzed by using Arndt’s (1985) elements of a healthy discipline, i.e. Knowledge, Problems, and Instruments.Findings - The findings reveal 12 challenges that characterize contemporary B2B research relevance from a top executive perspective.Research limitations/implications - The research offers genuine top executive insight. More research from different perspectives is needed to broaden the understanding of B2B research relevance.Originality/value - Reflecting B2B research with the identified challenges can contribute to better research designs, narrowing the gap between B2B scholars and practitioners. Altogether, it contributes to the health of the B2B discipline. The study also introduces a new approach to analysing research relevance by using the elements of scientific balance.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Engineering Science with specialization in industrial engineering and management

Teknisk fysik med inriktning mot industriell teknik

Publikations- och innehållstyp

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