...Ilkka Tapani Ojansivu Purpose This study aims to explore what characteristics contribute to the definition of relevance in business-to-business (B2B) marketing research and how/why different strands of B2B marketing maintain or lose their relevance. Design/methodology/approach This study...

...Thomas Ritter 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...

... is unclear and underresearched. The purpose of this study is to analyze the relevance of brands in a business-to-business (B2B) purchase setting and their key determinants. Design Methodology/approach – A research model was developed to explain brand relevance when compared with other decision factors...

...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...