Year: 2014
Type: article
Abstract: Why are we doing academic research about business-to-business marketing? This is the fundamental question that all of us who are scholars of business and related fields should ask ourselves. To me, it is obvious that we conduct research to help managers do a better job - perhaps not immediately after they have read our individual efforts, but at least over time. If my view is a valid one, it suggests a need to redefine our impact measures, towards assessing the extent to which we influence management practice.
Author: Kaj Storbacka
Institution: University of Auckland
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1864659444