The B2B Knowledge Gap

Research output: Contribution to journalArticlepeer-review

236 Scopus citations


Roughly equal in terms of the economic value of transactions, B2B (Business-to-Business) marketing sees a small fraction of the academic research attention that B2C (Business-to-Consumer) marketing sees. In this article, I cite some of the reasons for that imbalance. I then highlight three specific areas—B2B Innovation, B2B Buying and B2B Analytics—that have great potential for yielding academically significant research contributions that meet the needs of practitioners. In each area, I sketch the state of knowledge and then identify a few research questions. I then highlight a number of other areas of B2B that offer high potential. Next, I comment on the importance of crafting B2B academic research that is both rigorous and relevant and what we as a profession might do to encourage more such work. I then offer a few thoughts about how to increase the participation of practitioners in the B2B knowledge creation process.

Original languageEnglish (US)
Pages (from-to)543-556
Number of pages14
JournalInternational Journal of Research in Marketing
Issue number3
StatePublished - Sep 1 2016

All Science Journal Classification (ASJC) codes

  • Marketing


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