Viewpoint

It is a privilege to be invited to comment on the three thoughtful perspectives on the Future of B2B Marketing Research and Education.

The first commentary from Ritter (2019) applies Van de Ven’s (2007) framework on engaged scholarship to the B2B Marketing Research challenge. The essence of engaged scholarship is the idea that the creation of new knowledge requires the complementary skills and perspectives of academics and practitioners. Consider a medical analogy. Sick people, on their own, can at best create home remedies that may or may not be effective for their medical condition, whereas medical professionals cannot create treatments...