Postmodern approaches in business‐to‐business marketing and marketing research

Most conventional research methodologies both in consumer and business‐to‐business marketing are modernist in nature, but their applicability in an increasingly postmodern business setting is decaying. Postmodern conditions are particularly prevalent in the business‐to‐business arena but, although new postmodern research methods are slowly growing in popularity in consumer markets, their use by business‐to‐business market researchers is still almost nonexistent. The article contributes to filling the existing vacuum in the business‐to‐business marketing literature and provides a framework for the use of postmodern research methods in industrial markets. A short case is used as illustration of this use.