Engaging in engaged B2B scholarship: relevance squared

In: The journal of business & industrial marketing, Band 35, Heft 4, S. 615-618

Abstract

Purpose
This paper aims to reflect on relevance of business-to-business research based on Van de Ven's (2007) engaged scholarship model.


Design/methodology/approach
The paper is a reflection of the current state and potential future research avenues.


Findings
The paper highlights that relevance is important in all four engaged scholarship activities. Pitfalls also occur at all four parts.


Research limitations/implications
The paper highlights challenges and opportunities in business-to-business marketing research.


Originality/value
The paper reflects on relevance of research projects.