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PurposeMethodologyFindingsResearch and practical implicationsOriginalityThe study seeks to address the influence of different facets of business-to-business (B2B) relationship marketing on internationalization effectiveness, by taking into account the turbulent environment generated by the COVID-19 pandemic. The focus falls on the factors that generate, frame, catalyze, sustain and strengthen international business relationships between managers from organizations with converging interests.B2B relationship marketing in the international arena is analyzed by means of various angles such as business convergence, business context, interpersonal compatibility, business credibility and network interconnections as availed by the “new normal” triggered by the COVID-19 pandemic. A questionnaire-based survey with 158 business owners and managers from European industrial companies was carried out during November 2023 to investigate the configuration and dynamics of B2B relationship marketing in the unprecedented and systemic COVID-19 crisis. Data was analyzed via structural equation modeling using SmartPLS 4.The findings showed that while business convergence remains a strong influencer of all the other relational dimensions, the restrictions and limitations engendered by the pandemic have also altered international B2B relationship marketing to such an extent that the only significant factor for internationalization effectiveness relies on business networking.The study has both theoretical and practical implications, bringing forward a topical perspective on international B2B relationships during COVID-19 disruptions and their impact on the effectiveness of international operations.The study advances a phenomenological view of the unprecedented changes and their influences on the overseas operations of SMEs in a particular field. It complements and adds to the literature by stressing a more articulated relationship-centric architecture, which probed relevance during the pandemic. [ABSTRACT FROM AUTHOR]

The study explores a seller's perspective of the influence of opportunism and conflict, which are negatively loaded constructs, on non-economic satisfaction as a positively loaded construct. It further established the influence of non-economic satisfaction on economic satisfaction as a positively loaded construct from a sales perspective in a supplier–business relationship. The study followed a quantitative and exploratory approach. Respondents (sales or marketing managers/directors or key account managers) were asked to identify one main business customer with whom they had interacted in the last year. In addition, respondents were further required to keep the selected customer in mind when answering the questionnaire. Consequently, all 213 but one (one non-response bias) surveys were used in the data analysis. A 5-point Likert-type scale was used to determine the degree to which respondents agreed or disagreed with the items provided in the questionnaire relating to opportunism, conflict, non-economic satisfaction and economic satisfaction in seller–business relationships. The SPSS/Amos 24.0 software was used to conduct the multivariate analysis in two phases. Phase one comprised a confirmatory factor analysis, while phase 2 comprised structural equation modeling. Confirmatory factor analysis was used to assess the measurement properties of each construct, while structural equation modeling was applied to evaluate the hypothesized relationships in the precursor and outcome research model. The findings show that in seller–business relationships, sellers are of the opinion that buyer opportunism and the existence of conflict do affect a seller's non-economic satisfaction directly, which in turn affects the economic satisfaction of seller–business relationships. Sellers further indicated a positive seller–business relationship can stimulate a long-term partnership if both opportunism and conflict are negatively related to non-economic satisfaction and non-economic satisfaction relates positively to economic satisfaction. The study makes a practical contribution through an improved understanding of a seller's perspective on how opportunism relates to conflict, how these two precursors influence non-economic satisfaction and how the latter relates to economic satisfaction in a seller–business relationship environment. An improved understanding of a sellers perspective of the variables under study, can potentially stimulate a long-term partnership if both a seller and a buyer are in agreement that opportunism and conflict are negatively related to non-economic satisfaction and non-economic satisfaction relates positively to economic satisfaction. In terms of the theoretical contribution this study explores a seller's perspective in business relationships to validate whether the findings reported in previous studies based on buyer business relationships applies to seller–business relationships. This study therefore contributes to broaden the relevance of existing theory and the findings reported in previous studies on business relationships, but from a seller's perspective. This is especially important considering the growing need in the B2B literature to also understand a sellers' perspective when building long-term business-to-business relationships. Secondly it was established that sellers perceive opportunism to be positively related to conflict in a seller–business relationship. Thirdly, it was established that sellers acknowledge that opportunism has a negative relationship to non-economic satisfaction in seller–business relationships. Seller's in supplier–business relationships therefore view opportunism as a strain on the non-economic relationship between two parties since one partner can perceive that unfair negotiation practices or other forms of opportunism can benefit the other partner. This outcome can then ultimately have a negative influence on the economic satisfaction experienced, limiting the long-term potential of the relationship. In addition, seller's argue that the management of conflict becomes critically important in their relationship-building initiatives with buyers. They further argue that there has to be mutual understanding for the role of each partner in the relationship, that each partner wants to benefit economically from the relationship and that mutual exchange is founded on mutual agreement of what such exchange entails. Finally, it was validated that if both the seller and the buyer are content with the relationship and the benefits it has to offer, a long-term orientation can be secured. A limited number of research studies explored the B2B relationship between opportunism, conflict and its influence on economic and non-economic satisfaction from the perspective of the seller. Opportunism and conflict as precursors to non-economic satisfaction, where economic satisfaction is an outcome, has not been previously researched from a seller–business relationship perspective. No previous study has focused on relationship marketing in B2B relationships from the perspective of a seller to establish the influence of opportunism and conflict on non-economic satisfaction, and its ultimate influence on economic satisfaction. This finding adds value as it indicates what constitutes non-economic satisfaction in seller–business relationships and how this has an influence economic satisfaction. The two precursors of non-economic satisfaction can be used in future to investigate the influence of non-economic satisfaction on different outcomes such as dependence, commitment, collaborative communication and environmental uncertainty. Considering this, the study contributes to Relationship Marketing theory by suggesting valuable measurement constructs. [ABSTRACT FROM AUTHOR]

Relationship marketing serves the purpose of building a long-term relationship with business partners in order to minimize switching behavior and increase intention to continue business. This study assessed the relationships between relationship marketing practices of trust, commitment, relative dependence, customer satisfaction and perceived value as drivers to intention to continue business relationships under a B2B setting of GGCL. Hypotheses based on the literature were formulated. The study was a descriptive survey, and using convenience sampling techniques, data was collected from 248 businesses who were distributors of GGCL using questionnaire. The study findings demonstrated that a positive and significant relationship exists between commitment and intention to continue business, relative dependence and intention to continue business, customer satisfaction and intention to continue business, and distributor perceived value and intention to continue business. However, trust was found not to be significantly related intention to continue business uniquely, unless it was joined to other variables. Based on the findings, relative dependence was identified as an important antecedent of intention to continue business. Key relationship marketing strategies used by GGCL were identified to include customer engagement, interactivity, online trust, customer loyalty, advocacy, affective commitment and personalization. Customer engagement was the most agreed strategy according to the respondents, which makes it possible for the company to provide helpful information on Guinness's social media link. The study recommends that GGCL should seek to increase distributors' dependence by improving communications and making some relationship-specific investments. [ABSTRACT FROM AUTHOR]

This practitioner note proposes a new approach considering two-stage clustering and LRFMP model (Length, Recency, Frequency, Monetary and Periodicity) simultaneously for customer segmentation and behavior analysis and applies it among the Iranian Fintech companies. In this practitioner note, the K-means clustering algorithm and LRFMP model are combined in the customer segmentation process. After initial clustering, for a better understanding of valuable customers, additional clustering is implemented in segments that needed further investigation. This approach contributes to a better interpretation of different customer segments. Customer segments, consisting of 23524 business customers are analysed based on their characteristics and appropriate strategies are recommended accordingly. The first stage clustering result shows that customers are best segmented into four groups. The first and fourth segments are clustered again and the final 11 groups of customers are determined. This note provides a systematic and practical approach for researchers and practitioners for segmentation, interpretation, and targeting of customers especially in the B2B setting and the Fintech industry and helps managers to make effective marketing strategies and enhance customer relationship and marketing intelligence. [ABSTRACT FROM AUTHOR]

Purpose: Prior literature has acknowledged the growing importance of service business markets (SBMs). However, relatively little research has examined the relationships and the motives for relationship development in SBMs. The aim of this paper is to investigate the nature of relationships and the various motives for relationship development between service provider and customers. Methodology: This paper adopts a qualitative research strategy and a case study approach. The context is the maritime industry. One of the largest container terminals in China represents a unique and revelatory case study, wherein nine container terminal-shipping line dyads are the units of analysis. The data were mostly collected via 34 semistructured interviews with maritime industry professionals. The data were triangulated by including archival records and industry reports. Findings: The interdependence and nonidentical nature of service delivery episodes are identified and considered to add to the knowledge on SBMs. This research provides evidence of the applicability of three groups of motives—economic, strategic, and social—for relationship development to SBMs. The motives are found to coexist and to have greater or lesser weight in the actors’ decision making depending on external factors, such as industry and company development stage, and internal factors, including the companies’ common vision and desire to collaborate. Contribution: Academic papers have usually focused on specific types of motives, associated with a particular theoretical framework (e.g. transaction cost theory). Motives have rarely been discussed from multiple theoretical lenses. When motives are identified it is not clear what they really imply in different contexts, and what factors cause them to appear. This paper provides a number of contributions. First, it integrates several theoretical perspectives and specifies three groups of motives for relationship development in SBMs: economic, strategic, and social. Second, through the analysis of empirical findings the paper provides a deeper understanding of each group of motives, proposing an integrated framework of motives and the factors affecting their appearance. Subsequently, the research is carried out through a dyadic perspective, which is relatively rare in SBM research. A dyadic perspective allows similarities and differences in actors’ perceptions and actions to be illuminated. Finally, the research brings in a relatively new and important context—the Chinese maritime industry. Practical implications: Knowing the needs and motives of counterparts can greatly assist SBM actors in formulating their strategies and planning their investments. It is also important that actors realize that the extent to which the other side is open to collaboration depends on the interplay of various motives. In general, business professionals should realize that end users increasingly perceive various service delivery stages within a supply chain as interdependent. Thus, to deliver a more integrated and flawless service to the end user, service providers and customers in SBMs should develop communication and collaboration beyond the operational level. [ABSTRACT FROM AUTHOR]

Purpose:The main purpose of the study is to fill the existing gap in international relationship marketing (IRM) literature by developing and testing empirically a comprehensive conceptual model of firms’ relationship with their marketing channels in export markets. Whereas concepts such as power, conflicts, trust, commitment, and communication have been shown to be related to the economic success of interfirm cooperation in general and buyer–seller relations in particular, the need for a comprehensive model is often expressed in the literature. Methodology/approach:The authors combine commitment-trust theory with resource-based and knowledge-based view perspectives to develop a new comprehensive conceptual model of firms’ relationship with their marketing channels in export markets. Data from 104 strategic business units in Israel was used to test the model empirically. Findings:Notably, the model tested explained a higher percentage of the variance in performance. The findings suggest that noncoercive power enhances relationship quality (i.e., communication, trust, and commitment), which in turn improve cooperation and export performance. Conflict had a negative effect on relationship quality. In addition, cooperative conflict management strategies had a positive moderating effect on the conflict— relationship quality link, whereas competitive conflict management strategies had a negative moderating effect on the impact of conflict on relationship quality. Finally, the results suggest that there are strong positive relations between communication and trust and between trust and commitment. Research implications:The research develops and tests empirically a conceptual comprehensive model of firms’ relationship with their marketing channels in export markets by including major performance drivers. The model incorporates conflict management strategies and combines commitment-trust theory with resource-based view (RBV) and knowledge-based view (KBV), an innovative combination with great explanatory potential. Based on the findings, there is sufficient support for using the suggested model as a new integrative behavioral model that explains channel relationships. Practical implications:The results indicate that managers should use noncoercive power and cooperative conflict management strategies in order to positively affect relationship quality (i.e., communication, trust, and commitment), which in turn enhances cooperation and export performance. Originality/value/contribution:The suggested research model presents a novel combination of existing relationship marketing (RM) knowledge with the limited IRM knowledge into a comprehensive IRM model. It includes new relationships beyond those studied before. Integrating and synthesizing results from a large body of conceptual and empirical literature led to the final model. Accordingly, it contributes elements of newness. First, the model includes major antecedents of performance. To the best of our knowledge, this is the most comprehensive model of firms’ relationship with their international marketing channels in export markets. Second, there are almost no studies investigating conflict management strategies neither in RM nor in IRM models. Accordingly, a contribution of this research is incorporating conflict management strategies within the model and analyzing their effects. [ABSTRACT FROM AUTHOR]

Purpose: Business incubators are areas created to help firms find their feet and are devised to promote entrepreneurial initiatives. From the relationship marketing approach, the present study seeks to identify the key differentiating variables involved in relations between entrepreneurs located in the same incubator. Methodology/approach: The research process is grounded on an exploratory qualitative analysis, based on in-depth interviews with entrepreneurs who belong to two Spanish public business incubators, which form part of the Chamber for Business Creation and Development (INCYDE) network of incubators. Findings: Findings allow us to highlight aspects such as complementarity of resources, awareness and shared values, frequent contact, and a psychological commitment, as well as certain specific aspects of the relations to emerge in such contexts. Originality/value/contribution: The article contributes to the literature on business-to-business relationships by developing a conceptual framework of relations among entrepreneurs located in incubators. Moreover, it provides an agenda for future research on the process whereby value and social capital is created through business incubators. [ABSTRACT FROM PUBLISHER]

Purpose: This work addresses the mixed findings in relationship marketing studies regarding the importance of traditional culture-level (i.e., interpersonal) relationships on service firm outcomes. Methodology/approach: This article leverages customer relationship marketing (CRM) theory to advance a framework for understanding the causal relationship between the Chinese cultural worldview and relationship marketing in order to better predict firm performance. Findings: The author suggests that five major Chinese cultural characteristics—iren-qing, wa-pao, mianzi, chaxu-geju, and collectivism—can qualify the business-to-business (B-to-B) relationship building process and impact the effectiveness of interpersonal and/or group relationships on service firm outcomes. Research implications: The study’s framework suggests that Chinese cultural characteristics, universal concepts manifest in the activities of Chinese society and organizations, have a positive effect on customer relationship marketing. Chinese culture characteristics can be used to generate excellent relationships with customers and thus create a consumer preference for certain companies and drive service marketing repurchase. Originality/value/contribution: This study’s theoretical framework (a) distinguishes between Chinese cultural characteristic and relationship marketing relationships; (b) suggests that Chinese cultural characteristics and customer relationship marketing have a positive and substantial effect on service firm performance and that Chinese cultural characteristics are related to customer relationship marketing in their effect on service firm performance; and (c) provides managerially relevant guidelines for strategic sales planning. [ABSTRACT FROM PUBLISHER]

Purpose: Drawing on the relationship marketing perspective, this study explores the effects of interorganizational relationship variables on export market orientation (EMO), in turn enhancing the export performance. Furthermore, firm internationalization was included as a moderator between export market-oriented behavior and export performance. Methodology: The authors tested the hypotheses via a mail survey involving 235 exporting firms. LISREL and regression analysis were used to test the proposed model. Findings: The results support the hypotheses, which posit that commitment, trust, and social interaction are positively related to EMO behavior, whereas power is negatively related to such behavior. Second, firm EMO behavior is positively related to export performance. Third, the degree of internationalization strengthens the effect of EMO on export performance. Research implications: This study improves existing theoretical understanding by supporting the relationship marketing perspective and international channel research for performing export market-oriented behaviors. Practical implications: The leverage of interorganizational relationships appears a solid strategy for performing export market-oriented behaviors. Exporters can focus not only on export market-oriented behaviors being performed but also on expansion to new markets. Originality/value: This study contributes to the marketing and international business literature and provides insights to exporters by examining the relationships among interorganizational relationship variables, EMO, and export performance. This study also introduces the degree of internationalization from a contingency-based view and demonstrates that internationalization complements EMO, and thus facilitates export performance. [ABSTRACT FROM AUTHOR]

Purpose: Prior literature has acknowledged multi-foci customer loyalties (loyalty to the selling firm and salesperson-owned loyalty) and argued that both entities (selling firms and salespersons) foster customer loyalty through respective loyalty-capturing efforts (relationship investments). However, scholars have not investigated the influences of different types of interfirm relationship-specific investment (RSI) activities and salesperson behaviors (brand-building and guanxi behavior) on customer loyalty to the selling firm and salesperson-owned loyalty, especially their simultaneous (interaction) effects. The current research attempts to address this issue and examines the impacts that RSIs and salesperson behaviors have on customer loyalties. Methodology/approach: A survey of seller–buyer dyads was conducted to test the proposed theoretical model and hypotheses. Using 192 dyadic data from customers and salespersons in the Chinese business-to-business contexts, this study specifies the direct and interactive effects of sellers’ RSIs and salespersons’ behaviors on customer loyalties. Findings: Results indicate that selling firms’ loyalty-capturing efforts—property-based and knowledge-based RSIs—have different influences on two types of customer loyalty. Salespersons’ relationship investments—brand-building and guanxi behaviors—also have asymmetric impacts on customer loyalty. Counterintuitively, salespersons’ loyalty-capturing efforts weaken the relationships between firms’ RSIs and customer loyalties. Originality/value/contribution: This study specifies different types of relationship investments and examines their respective and interactive impacts on two types of customer loyalty—loyalty to the selling firm and salesperson-owned loyalty. The findings indicate that firms’ and salespersons’ efforts may lead to unexpected and unintended effects on multi-foci loyalties. Therefore, the current study enriches our knowledge about multi-foci loyalty management and relationship marketing. Practical implications: Because firms’ and salespersons’ loyalty-capturing strategies exert positive direct influences on loyalty to the selling firm and salesperson-owned loyalty, both entities may actively leverage relationship investments’ impact on customer loyalty. However, as the interactive effects derived from concurrent loyalty-enhancing activities are negative, firms need to clearly assess the nature and characteristics of their relationship with buyers and properly design relationship investments and guide salesperson behaviors. Managers should use property-based RSIs as a primary safeguard of customer loyalty to the selling firm. Meanwhile, internal branding and training programs can help salespersons develop brand building behaviors and better understand the potential unintended outcomes that different behaviors may induce. Aligning a branding goal between the firm and salespersons can benefit both parties while avoiding counter-productive outcomes. [ABSTRACT FROM PUBLISHER]

The article talks about the accomplishments of the "Journal of Business-To-Business Marketing" since its inception. Topics discussed include the enacted roles of authors, reviewers and editors, the things learned by the editor-in-chief on the journal's manuscript reviewing process and the differences between consumer marketing and business marketing.

Purpose:The aim of this article is to examine the development of the book review section of theJournal of Business-to-Business Marketingrelative to changes in the publication industry. Methodology/approach:The analysis compared descriptive categories and content analysis of the book reviews and book review essays across four time periods. The content analysis was conducted using Leximancer, an automatic text analytic tool that codes according to the co-occurrence of main concepts within the text. The time periods relate to the journal volumes: 1–5, 6–10, 11–15, and 16–21. These time periods were tagged within Leximancer indicating the differences and commonalities of the book review content between each time period. Findings:The results indicated that the number of book reviews has fallen over the journal’s life. The following reasons influencing the falling number of book reviews were proposed: changing promotion/tenure criteria for academics over the last 20 years, the different attitudes between academics and practitioners in relation to book content, financial pressures placed on academic publishers, and the changing proportion of the university library budget allocated to procuring books. The results also indicated that the topics covered in the book reviews have changed over the four time periods. These changes are thought to be influenced by the changing “hot topics” business marketing academics are interested in and topics preferred by book publishers. Implications:Although the publishing industry and academic reward systems continue to change, books will continue to be an important outlet for the dissemination of knowledge and academics will continue to publish books. The broader publishing environment and discipline specific trends should be considered when determining publishing approaches. Books offer an alternative avenue for reaching a broad academic audience (rather than those who only read specialized journals) and academics passionate about their research will be motivated to share with a broad audience. [ABSTRACT FROM PUBLISHER]

Purpose:To conduct a scientometric analysis of the contents of theJournal of Business-to-Business Marketingfrom 1993 to 2014. Methodology/approach:The authors use the Leximancer computer-aided text analysis program, which reliably and reproducibly identifies the main concepts embedded in the text—their frequency and patterns of co-occurrence—based on the ways words move together in the text. They also identify key concepts that differentiate among the networks of concepts occurring in each of the first four five-year periods of the Journal’s history. Findings:There are four common underlying conceptual themes: relationships, market, study, and business. But the focal mix of concepts has changed over time, from a narrower initial focus on distribution and power and conflict, to a greater focus on firm business marketing strategy and pedagogy, to a focus on networks, the Internet and more collaborative relations, to a focus, in the most recent period, on psycho-social network concepts, such as trust and commitment. Research implications:The results complement and provide a baseline for evaluating and comparing researcher-conducted literature reviews of business marketing andJBBM’s contributions. The methodology provides possibilities for further analysis as it can be extended to analyze the business marketing and wider marketing literature more generally and how it has evolved. Practical implications:Leximancer provides a comprehensive, accessible summary of the content of theJBBMand demonstrates its value as a text analysis program. Originality/value/contribution:The authors are among the first to use this novel computer text analysis program to conduct a scientometric analyses of journal content. It provides a template for conducting studies of other journals and text. [ABSTRACT FROM PUBLISHER]

Purpose:This article describes the principal limitations frequently observable in variable-based and case-based research in business-to-business (B-to-B) marketing. Focus:The limitations relate to B-to-B theory construction, data collection, and data analysis and interpretation. The principal limitations in variable-based research include the reliance on regression (net effects) models in theory construction and the pervasive failure to test resulting empirical regression models for predictive validity. The principal limitations of case-based research are the frequent absence of rigorous theory formulation either pre- or postdata collection and failures to test propositions for predictive validity. Recommendations:The article directs attention to iconic studies that break free in part from these and additional limitations. The article offers useful steps on how to break free completely from the principal limitations. Managerial implications:B-to-B executives should insist that researchers include asymmetric algorithm models in reports that include symmetric (regression analysis) and analysis of variance findings. [ABSTRACT FROM PUBLISHER]

Purpose:The author shares his thoughts on the progression of theJournal of Business-to-Business Marketingand the field of business-to-business (B to B) marketing over the last 21 years. The author discusses the field of B to B marketing research and examines the gaps that exist between theory and practice and in the quality of papers among the top-tier marketing journals and the three journals that are dedicated to B to B marketing research. Methodology[#x0002F]approach:Because the article represents both the author[#x02019]s perspective on the current state of B to B research and his views on how well theJournal of Business-to-Business Marketinghas contributed to and influenced the field, the approach taken is primarily conceptual. Also, the approach allowed the author to opine as to the future direction of the field. Findings:Although much progress has been made in improving the quality and relevance of B to B research, there still exists a relative gap in the number of submitted papers, the quality of these papers, and the impact, with some exceptions, that B to B scholars have on marketing theory and practice. Much of the gap can be attributed to the lack of adequate doctoral training. The gap is more a relative comparison to those who would follow a business-to-consumer (B to C) research path. Research implications:Doctoral training for those interested in B to B marketing need to explore other fields of study (e.g., political science, sociology) as well as to be better equipped in more rigorous methods by which to examine the phenomenon that they select to study. The quality of the research in the domain referred to as B to B marketing has improved over the years. The belief that it is more difficult to conduct B to B research than it might be in the B to C world is no longer an excuse for a poorly conceived and executed study. The journal gives a voice to those who wish to study and conduct research in B to B marketing. Practical implications:The implications for practice are immediate and would result in an increase in the dialogue between academics and practicing managers. Given the importance of B to B marketing to the world[#x02019]s economy, B to B scholars ought to pursue problems that are relevant to the world of practice. Originality[#x0002F]value[#x0002F]contribution:In light of the fact that this is the 21stanniversary of the journal, I was asked by Editor-in-Chief David Lichtenthal to present my opinions as to the state of both the journal and the state of the field. I believe that the article builds on the work of others and hopefully sets a direction for future B to B scholars. [ABSTRACT FROM PUBLISHER]

Purpose:The articles published in theJournal of Business-to-Business Marketing(JBBM) are reviewed for three themes: the varieties of theories used and tested, the methodologies of choice, and most pertinent to this article, the countries from which the data were obtained in the empirical studies. Methodology/approach:Literature review of theJBBMissues, all inclusive. Findings:TheJBBMhas had papers involving surveys 74%; case studies 11%; interviews 6%, experiments 4%, and networks 3%. There is a tremendous breadth of country representation, more than most other marketing journals. Research implications:The authors encourage more frequent investigations into emerging markets, using African countries as exemplars. Practical implications:To begin to understand marketing phenomena in the variety of African countries, the authors encourage researchers to establish partnerships, with African scholars and global multinationals whose marketing managers may have interest in understanding these markets and who may have data to share. Contribution of the paper:Although a seemingly infinite number of marketing questions still exist even in well-developed markets, and scholars have begun to recognize opportunities in developing markets, future research will prove useful into emerging and nascent markets. [ABSTRACT FROM PUBLISHER]

Purpose:This article documents the contributions of David T. Wilson to the field of business-to-business marketing in general and his contributions as founding editor of theJournal of Business-to-Business Marketing(JBBM). Methodology:In-depth interviews were conducted with David T. Wilson’s doctoral students to discuss the impact he had on their education in business-to-business marketing and in their personal lives. The list of dissertations, which Dr. Wilson chaired, co-chaired, or served on committee, was compiled through the cooperation of libraries at Texas A&M University and The Pennsylvania State University. This list was verified through ProQuest, a global information-content and technology company that provides solutions, applications, and products for libraries. Further, information in this article was derived from a literature review of David’s earlyJBBMeditorials and scholarly articles, as well as those of the current sitting editor. Findings:Results of this research demonstrate David T. Wilson’s long-term commitment to the field of business-to-business marketing over his 33-year career at The Pennsylvania State University. His influence is demonstrated through his research, teaching, and service related to business-to-business marketing. Research implications:David T. Wilson’s vision forJBBMwas to position it as a theoretical journal with an international editorial review board and a global impact, including handing the editorial reigns over to David Lichtenthal, the current sitting Editor since 1995 and Wilson’s 16thdoctoral student out of a career total of 38. Practical implications:It is the responsibility of the editorial review board to understand the journal’s past to help guide the future. Therefore, understanding the contributions of David T. Wilson, as the founding editor, toJBBMand the field of business-to-business marketing is useful to scholars and managers alike. This understanding provides a valuable historical context. [ABSTRACT FROM PUBLISHER]

Purpose:To argue that useful research into business-to-business marketing must have practical relevance and that this may call for alternative methodologies to the positivistic “scientific” model favored by leading marketing journals; to suggest that citation by academic peers as measured by impact factors is only one of several criteria relevant to the assessment of academic papers; and to propose a less formulaic presentation of research to make it more accessible to students and practitioners. Methodology/approach:Informed comment as a participant observer based on extensive experience as an academic administrator (Head of Department, Dean and Deputy Principal), Past Chairman of the Scottish Business Education Council, Past President of the Academy of Marketing, Past Chairman and Trustee Chartered Institute of Marketing, Founding Editor of 3 academic marketing journals and author of more than 50 books and 150 articles and papers. Findings:Academic research in marketing has become distorted as a result of an excessive emphasis upon journal impact factors reported in the Social Sciences Citation Index (SSCI), which relate to only a limited selection of published research into the subject of marketing. Not only that, but the research reported largely conforms to a positivistic model that is less appropriate for social and behavioral sciences than for the pure sciences that it seeks to imitate. Nonetheless, publication in journals included in the SSCI counts for more in decisions for academic appointment and preferment than do other publications that may be demonstrated to have equal or greater impact on the audiences for which they are intended. It is argued that this imbalance should be redressed with greater attention given to instrumental knowledge and its impact on practice. Research implications:The author’s purpose is not to disparage or call into question the quality of academic research published in the top journals, rather it is to draw attention to the distinction proposed by Shankar that recognizes the existence of an external audience and the distinction between instrumental and reflexive knowledge. Practical implications:It is recommended that academic peer review be continued for academic papers, which would be identified as such, but that other kinds of contribution such as thought pieces, case studies, commentaries, reports, and so on be published subject to appropriate editorial review. Originality/value/contribution:A point of view with growing support. [ABSTRACT FROM PUBLISHER]

Purpose:The purpose of the paper is to underline that the rise of theJournal of Business-to-Business Marketing (JBBM)cannot be explained without taking into account the development of the Institute for the Study of Business Markets (ISBM) at Penn State.JBBMis interpreted as one module in a bigger puzzle. It is the past that at least partly influences the future. Findings:HasJBBMwalked its talk? Yes! The editors have tried to stick to their goals. AlthoughJBBMtries to offer a variety of topics there is an emphasis on relationship marketing which somewhat narrows the perspective. A pendulum effect appears to be at play: at first, one has to convince the scientific community that relations matter. But if you are successful, the relationship topic becomes so important that it supersedes other topics. Besides the dominance of relationship topics,JBBMis characterized by internationality of all parties involved. Content-wise, special aspects are theory orientation and educational approaches when teaching B2B Marketing. Originality:The paper takes a personal view on the development ofJBBM. Subjective assumptions combined with quantitative data make it possible to draw a consistent picture of the development ofJBBM. [ABSTRACT FROM PUBLISHER]

Purpose:As theJournal of Business-to-Business Marketing(JBBM) completes 21 years of publication and comes of age, the purpose of this article is to take stock of the research published in its pages and assess its contributions to the field of Business-to-Business Marketing. Furthermore, the editorial stance ofJBBMis explicated along with its bases. Finally, some thoughts are offered regarding its future. Methodology/approach:Both quantitative and qualitative analyses are used in the evaluation of research articles published inJBBMover the last 21 years. Starting with a narrative describing the origins of the journal and the change of publisher, the output of the journal, authorship patterns and the affiliations of the authors, content of the articles, special issue foci, and citation patterns are examined. Findings:The results of our analyses indicate that the steady output indicates maturity and stability of the journal. Co-authorship is the more dominant mode and authors represent 30 countries across four continents. Consistent with this geographic diversity, the authors are affiliated with over 250 different universities. Business-to-business (B-to-B) relationships constitute a dominant research theme while a multitude of research frameworks and approaches are also examined across the years in the pages ofJBBM. Practical implications:The variety of research themes and frameworks undergirding the research published inJBBMindicates support for creative and circumspect conceptualizations and beckons researchers engaged in novel explorations in any area of B-to-B marketing, irrespective of their geographic location or institutional affiliation to submit their high quality, thought-inspiring research to the journal. Practitioners will value reading its pages for enhanced decision making through associated sense making. Value/contribution:The quantitative and qualitative analyses of the research published in the journal over its lifespan help define the character of the journal and describe its journey thus far. In addition to providing a glimpse of the evolution of research in the area of B-to-B Marketing and its components over the last two decades to researchers, its description of the journal clarifies the positioning of the journal for prospective authors and would be readers. [ABSTRACT FROM PUBLISHER]