Viewpoint

Research in the business-to-business(B2B) context has contracted relative to other fields of marketing, such as for example the studying of the consumer behaviour. This is a worrying trend given the importance of the B2B context for any economy, as B2B transactions represent the majority of the exchanges in an economy. Apparently a variety of reasons account for this and Scheer (Three challenging trends for marketing strategy and B2B Doctoral education) identifies three very relevant ones: the need to work closely with one or often many more companies to generate the data that are necessary to answer many (if...