ABSTRACT

Business to business marketing research is very healthy, with over 200 papers published in leading journals annually, primarily in Industrial Marketing Management and the Journal of Business & Industrial Marketing. In this review of the field, several inflection points are noted that led to current emphases in areas such as innovation, relationships, and technology, but also led to some divergence from practice. This convergence into certain theoretical perspectives and divergence from practice creates significant opportunities for researchers to re-imagine areas that have languished, such as buyer behavior, in order to address contemporary practices such as account-based marketing. The paper also introduces the idea of oppositional research as a method of building out the theory.

摘要

企业对企业营销研究非常健康，每年在领先的期刊（主要是《工业营销管理》和《企业与工业营销杂志》）上发表200多篇论文。在本领域的回顾中，指出了几个拐点，这些拐点导致了诸如创新，关系和技术等领域的当前重点，但也导致了与实践的某些背离。这种融合到某些理论观点和与实践之间的分歧为研究人员重新构想陷入困境的领域（例如购买者的行为）提供了巨大的机会，以便解决基于帐户的营销等当代实践。本文还介绍了对立研究的思想，以此作为建立该理论的一种方法。