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B2B research and managerial relevance


Special issue call for papers from Journal of Business & Industrial Marketing

Guest Editors: Lars-Johan Age ([email protected]), Stockholm School of Economics, Cecilia Cederlund ([email protected]), Stockholm School of Economics

 

Topic of the Special Issue

Managerial relevance is defined by Jaworski (2011, p. 212) as " the degree to which a specific manager in an organization perceives academic knowledge to aid his or her job-related thoughts or actions in the pursuit of organizational goals". The extent to which marketing research actually has such managerial relevance is a well debated topic (e.g Gummesson 2006, Ghoshal 2005, Hambrick 1993, Jaworski 2011, Ankers and Brennan 2002, McInnis 2011, Lilien 2011). How can future research increase managerial reach and relevance?

Based on a notion that contemporary managers are facing multifunctional and complex problems, there are voices (e.g Gummesson 2006 and Reibstein et al, 2009) that emphasize that the gap between academics and practitioners might be widening. Reibsstein et al (2009, p.1) argue that this development "has become detrimental to the long-term health of the field". There is also signs that the gap might be especially significant when it comes to industrial marketing (Brennan & Turnbull, 2000, 2002, Ankers & Brennan, 2002).

We welcome both conceptual and empirical papers contributing to an enhanced understanding of the relationship and interplay between B2B research and practice agendas, and implications thereof for the evolution of marketing (as a theoretical field).

Target topics relevant to this special issue of JBIM include, but are not limited to:

  • How can future research increase managerial reach and relevance?
  • What methodologies, methodological approaches and/or studies are especially competent in producing managerially relevant research? What characterizes these methodologies, approaches or studies? What are the reasons for the effectiveness?
  • How can existing research be developed and targeted in order to reach managers?
  • What measures, e.g. intermediaries, or technologies, can be used in order enhance the transfer of knowledge between academy and managers?
  • What are the academic and/or company barriers for closing this gap?
  • What are the implications of the gap on the evolution of marketing theory?
  • In what different ways do managers adopt and use B2B research?

Submission of papers

Papers submitted must not have been published, accepted for publication, or presently be under consideration for publication in any other journal. Submissions should be either full length articles (approximately 6,000 words) or shorter articles (approximately 2,000 words). Submissions to the JBIM must be made using the ScholarOne Manuscript Central system. For more details, please visit www.emeraldinsight.com/jbim.htm and consult the author guidelines. A separate title page containing the title, name of author/s, and contact information for the author(s) must be uploaded. Suitable articles will be subject to a double-blind review. Hence, authors should not identify themselves in the body of the paper.

Submission deadline: 10 September 2013

Reviews returned: 10 December 2013

Resubmission of papers: February 10 2013

Final decision: February 30 2013

Publication: April 2014

All papers will undergo a blind refereeing process conducted by at least two referees.

Please send papers by e-mail to the Guest Editors: Lars-Johan Age ([email protected]), Stockholm School of Economics Cecilia Cederlund ([email protected]), Stockholm School of Economics

References

Ankers, P. and Brennan, R. (2002), ``Managerial relevance in academic research: an exploratory study'', Marketing Intelligence & Planning, Vol. 20, No. 1, pp. 15-21.

Brennan, R. and Turnbull, P.W. (2000), ``The pursuit of relevance in interaction and networks research'', Proceedings of the 16th IMP Conference, University of Bath, Bath.

Brennan R. and Turnbull, P.W. (2002), ``Sophistry, relevance and technology transfer in management research: an IMP perspective'', Journal of Business Research, Vol. 55, pp. 595-602.

Ghoshal, S., (2005), ``Bad management theories are destroying good management practices'', Academy of Managmenet learning & Education, Vol. 4 No. 1, pp. 75-91.

Gummesson, E. (2006), ``Qualitative research in management: addressing complexity, context and persona'', Management Decision, Vol. 44 No. 2, pp. 167-79.

Hambrick, D.C. (1994), ``What if the academy actually mattered?'', Academy of Management Review, Vol. 19 No. 1, pp. 11-16.

Jaworski, B.J. (2011), ``On managerial relevance'', Journal of Marketing, Vol. 75, pp.’211-24.

Lilien, G.L. (2011), ``Bridging the academic-practitioner divide in marketing decision models'', Journal of Marketing, Vol. 75, July, pp. 196-210.

MacInnis, D.J. (2011), ``A framework for conceptual contributions in marketing'', Journal of Marketing, Vol. 75, July, pp. 136-54.

Rebstein, D.J., Day, G. and Wind, J. (2009), ``Guest editorial: is marketing academia losing its way?'', Journal of Marketing, Vol. 73, July, pp. 1-3.

 

Submission deadline: 10 September 2013

Reviews returned: 10 December 2013

Resubmission of papers: February 10 2013

Final decision: February 30 2013

Publication: April 2014

 

82 percent of researchers in B2B marketing think it is "important" or "very important" for research to be of potential practical value to managers (Brennan and Turnbull, 2000). Even though there are different opinions regarding the extent to which business research actually should aim for managerial relevance (Jaworski, 2011), the numbers tell the story quite clearly.

 

Submission deadline: 10 September 2013

Reviews returned: 10 December 2013

Resubmission of papers: February 10 2013

Final decision: February 30 2013

Publication: April 2014