...Dr. Lars-Johan Åge, Dr. Cecilia Anna Cederlund; Hannu Kuusela; Elina Närvänen; Hannu Saarijärvi; Mika Yrjölä Purpose – The purpose of the article is to identify and analyze the challenges of business-to-business (B2B) research relevance from the point of view of top executives. Design...

...Elizabeth J. Wilson; Arch G. Woodside Both marketing executives and consumers engage in a combination of automatic and strategic (i.e. controlled) thinking and doing processes when they become aware of problems/opportunities. Similarities and departures in these processes among executives...

...Joel Raphael; I. Robert Parket Discusses executive decision making and the importance of the broader use of market research throughout the management ranks. Looks at the opportunities and constraints between market research and decision‐making executives. Proposes an amalgamated and integrated...